The way you structure your pricing can dramatically influence customer decisions—sometimes in ways that seem counterintuitive.
Take Economist.com, for example. Initially, they offered two subscription plans:
1️⃣ Web Only – $59
2️⃣ Print + Web – $125
At this point, only 32% of subscribers opted for the more expensive Print + Web bundle. Most people preferred the cheaper option, as it seemed like the best value.
The Game-Changing Pricing Experiment
They added a third pricing option:
1️⃣ Web Only – $59
2️⃣ Print Only – $125
3️⃣ Print + Web – $125
At first glance, the Print Only plan seems useless—why would anyone pick it when the Print + Web bundle costs the same?
But here’s the kicker: this “useless” option completely changed the way customers perceived value.
The Results: A 262% Jump in Premium Sales
With the new pricing structure in place:
✅ More customers saw the “Print + Web” option as the best deal.
✅ Sales of the Print + Web plan skyrocketed by 262%!
This is a classic example of the Decoy Effect—a psychological principle where introducing a strategically placed option makes another option appear far more attractive.
Why Does This Work?
🔹 Anchoring Perception of Value – The middle Print Only option creates a comparison point, making Print + Web feel like a steal.
🔹 Guiding Decision-Making – Instead of choosing between cheap vs. expensive, customers now see a choice between bad value vs. great value, nudging them toward the best deal.
🔹 Reducing Price Sensitivity – Customers focus on relative value rather than absolute price, making them more likely to opt for the higher-tier plan.
How You Can Use This Pricing Trick
💡 If you’re selling multiple tiers of a product, consider adding a decoy option that reinforces the value of your premium package.
💡 Experiment with positioning and framing—the right structure can significantly boost sales without changing your actual product.
💡 Even small tweaks in pricing psychology can lead to huge revenue gains.
Hope you boost your sales tomorrow by at least 200%! 🚀