Price Anchoring

Presenting a higher price point first to make your actual price seem more affordable by comparison. The first number seen becomes the reference point.

Anchoring is one of the most powerful pricing tactics. People do not evaluate price in isolation. They compare it to the anchor. The anchor shapes what feels fair.

You show three tiers: Basic £49, Pro £149, Enterprise £499. The Enterprise tier anchors the page. Most buyers choose Pro. It looks like a bargain compared to £499, even though it was always your target sale.