Image of pricing plans to create a high anchor price

Anchor Price

Definition:

The anchor price is the first price that a customer sees when they land on a website or landing page. This sets a psychological benchmark that all other prices will be compared against and is why it is good practice to always display your highest price first.

Image of pricing plans for Temper.io

Here is a good example from the survey software company Temper.io. The most expensive plan is on the left and as in the west we read from left to right this will be the plan that most visitors will see first. Most pricing pages on websites go for the traditional approach of showing the low to high from left to right, perhaps because it is the norm and people follow the crowd (see Herd instinct). Also see behavioural economics.

Resources:

Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

 

Digital Marketing and Insight