What the decoy effect actually does to a pricing page
Adding a plan nobody is meant to buy can change which plan people do buy. How the decoy works, when it backfires and how to test one honestly.
Pricing
2 articlesAnchors, decoys, plans and billing: the psychology of how customers read a price and decide what something is worth.
2 articles
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Monthly or annual billing: which should you lead with?
Annual plans improve cash flow and retention on paper. Monthly plans lower the barrier to the first purchase. How the two compare, and how to choose a default.