Framing6 / 102
Show the expensive option first
The first price sets the yardstick for everything after it.
Why it works
Anchoring
People judge prices relative to what they’ve already seen. Leading with the premium plan makes the mid-tier feel like a reasonable deal.
Before
$9 · $19 · $49
After
$49 · $19 · $9
How to apply
- ✓Order plans from highest to lowest.
- ✓Make the anchor genuinely valuable, not a decoy nobody believes.
Watch out
- Shoppers hunting for the cheapest option may get frustrated.
Used in case studies
How Calmly nearly tripled paywall conversion →
Calmly — a meditation app