September 3, 2019

3 subtle tricks to persuade people to buy your higher tier package

Harry Dry @harrydry

1) Create a hierarchy

In the example below the higher tier package takes up twice as much screen space, the font size is larger, and the button color is primary. It doesn't feel right pressing the “Buy Now” button on the lower tier.

2) Offer a more compelling discount

If you want people to buy the more valuable package why not make the discount more compelling.

In this example the higher tier package is reduced by $100 (or 40%). The lower package is only reduced by $20 (or 25%).

3) Use tier names to set expectations

Look at the name of the higher tier option. The Complete Package implies that if you choose anything less you're missing out. It could just as accurately be labelled The Bonus Package but that wouldn't have the same psychological impact.

Some of you may recognise the image from Refactoring UI by Adam Wathan (IH Podcast). He's made > $2.5M selling online courses.

I've wrote a case study going into detail on how he prices them. This is an excerpt. If you get round to reading it, please do let me know your thoughts in the comments :)

  1. 4

    I love how you write your articles and cas studies about marketing and it's very short and straight to the point.

    1. 2

      Thanks for reading Ilias! Appreciate it :)

  2. 3

    This was brilliant: "My own heuristic is: The price you can charge is equal to the value you’ve already created."

    1. 1

      Thank you! Haha, glad you like that line. Some ancient wisdom!

      Cheers Verneri!

  3. 1

    This is great. I would also call out price anchoring, specifically using a sort-of "decoy" super-low or super-high tier that you don't really expect anyone to buy but serves to make your medium-high tier look like a no-brainer.

    1. 1

      Yep, I like this strategy. Thanks for sharing. I think Mailchimp pricing page they do a similar thing.

  4. 2

    This comment was deleted 9 months ago.

    1. 4

      Interesting. Yes I've come across this tactic and I like it. Thanks for sharing.

      Nathan Barry wrote a good article around the 3 pricing tier idea. Slightly different idea but interesting all the same.

      1. 2

        This is a great article. Thanks for sharing.

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    This comment was deleted 10 months ago.

    1. 1

      Thank you. Everyone seems to comment on length! People like short stuff haha!

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