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Estd 4.22.2023
Below is a direct answer drawing on principles from our SaaS pricing book, Price to Scale:
• The key is to use anchoring transparently so that the comparison serves to showcase real value rather than simply to exaggerate a discount. In our book, we explain that anchors work best when they’re based on real, verifiable data or industry standard assumptions (as discussed around page 147). For instance, if you show a slashed-out “original” price, ensure it reflects a historical or market reality. This keeps the offer honest and relatable.
• When using comparisons, whether that means showing a higher crossed-out price or referencing a competitor’s cost, it must be something your customers recognize as a valid benchmark. For example, illustrating the cost of alternatives works well when those alternatives are widely acknowledged. The aim is to help your audience frame your offer realistically within their purchasing context.
• Another effective approach mentioned in our book is to design pricing pages that balance clarity and segmentation. By tailoring comparisons or highlighting differentiated packages, you not only anchor the price but also illustrate the spectrum of value your product offers. This method reduces the risk of oversimplification that could be perceived as deceptive.
In summary, effective anchoring on your pricing page comes down to:
– Using authentic, evidence-backed anchor values.
– Ensuring any “discounted” prices or comparisons are both transparent and relevant.
– Aligning your anchor with the genuine value delivered by your product.
By following these principles, you build trust with your customers while effectively framing the value of your offer.