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Use these 8 tested rules to set better prices and offers

Oct 10
3 min read

Updated: 2 days ago

Public-domain art plate: Rosa centifolia foliacea, Pierre-Joseph Redouté, Les Roses (1817-1824)
This image shows Rosa centifolia foliacea from Pierre-Joseph Redouté's Les Roses (1817-1824).

The way that you show a price changes what people buy. This effect is often larger than the effect of the price.

Who it is for. This playbook is for founders, product managers and marketers who set plans, trials or offers.

How to use it. Each rule gives the evidence, 1 action and a link to the full study. Start with the rule that fits your biggest problem this quarter.

1. Add a third option that makes your best plan look good

Evidence. A classroom test added a print-only offer at the same price as print plus web. With this offer, 84% chose print plus web. Without it, only 32% chose print plus web.

Do this. Put a clearly weaker option next to the plan that you want people to choose.

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