The standard SaaS pricing page is built like this;
You have the cheapest plan on the left (where customers look first) and the most expensive on the right.
This is such a common model that most SaaS companies don’t think twice about how to structure their pricing page. They follow the crowd almost automatically.
This is a short story about Convert.com.
Convert doesn’t follow the pack. They’ve restructured their pricing page to start with the most expensive plan moving down to the cheapest option.
It’s not by accident. This clever technique capitalizes on the consumer bias of price anchoring.
Price anchoring functions on the basis that customers will always use the first price they are exposed to for reference. So if the first price they see on your page is $19.99, they’ll view all the other prices as expensive if they’re higher than $19.99.
On the other hand, if they are first exposed to your most expensive package, say one going for $49.99, all the other plans feel cheaper.
Convert has been using this pricing strategy since 2014.
Nico is the founder of Crunch Marketing, a SaaS marketing agency. He works with enterprise SaaS clients like Writer, Right Inbox, and Surfer SEO, helping them scale lead generation globally across EMEA, APAC, and other regions.