Cognitive Strategies
Anchoring
Presenting an initial piece of information to influence subsequent decision-making.
APPLICATION TO SOFTWARE
Present pricing options or feature comparisons strategically to influence user choices.
STAGES
Pricing: Present a high-priced option first to make other options seem more reasonable.
Feature Comparison: Highlight the most expensive plan's features first to anchor user expectations.
Upgrades: Present premium features or add-ons after users have already committed to a lower-priced option.
TIPS TO IMPLEMENT
Choose an anchor that is relevant and meaningful to your audience.
Provide context or justification for the anchor to enhance its persuasive effect.
Use visual cues or emphasis to draw attention to the anchor.
REAL-LIFE EXAMPLES
Software companies often present their most expensive pricing plan first to anchor users' expectations for subsequent plans, making them seem more affordable in comparison.
E-commerce platforms use original prices or recommended retail prices (RRPs) as anchors to highlight discounts and special offers, making them more appealing to shoppers.
Subscription services offer free trials with premium features to anchor users' experiences and encourage them to upgrade to paid plans for continued access.