Anchoring
The first number people see sets the scale they judge later numbers against.
Why it matters
People rarely know what something should cost, so they compare it with whatever number came first.
How to use it
- Think about which price people see first.
- Lead with an honest option that shows the full value.
- Test the order, and keep everything else the same.
Example
After seeing a $12 plan, a $6 plan feels moderate. After seeing a $3 plan, the same $6 feels like a lot.
Watch out
A made-up "original price" is deception, not anchoring. In many places it is also against the law.