Copy cognitive bias examples from real pricing pages, sign‑ups and emails.
Each teardown shows the screen, what the brand did step by step, and what you can copy and test on your own page. The bias behind it, the research and our honest-nudge verdict sit underneath.
100 product and web teardowns · 26 emails · every source linked and dated
123strava.com · our capture, 16 Oct 2026
- A timeline: “Today: Unlock subscription features…”
- “2 days before: Get a reminder about when your trial will end.”
- “In 30 days: You’ll be charged… Cancel at least 24 hours before.”
Start here
Five teardowns to start with
Other ways in
The biases
Browse by bias
Commercial examples: social proof examples, anchoring bias examples, confirmation bias examples, price framing examples and decoy effect examples. Also pricing psychology and email examples.
Social
Social proof
When unsure, we copy what people like us do.
Price
Price & attribute framing
The same price feels smaller in the right unit.
Price
Zero-price effect
Free feels different from cheap, not just cheaper.
Social
Authority
We lean on experts and badges when we can’t judge for ourselves.
Anchoring
Reference price
A price feels cheap or dear only next to another price.
Principle
Incentive (principle)
A reward for doing something changes what we do.
Time
Urgency (deadline effect)
A deadline makes acting now feel necessary.
Risk
Regret aversion (risk reversal)
We pick the option we’re least likely to regret.
The library
Every teardown
The Economist prices a year by the week, and preselects it
The Economist · Pricing · $ as captured
Duolingo explains its own streak in behavioural terms
Duolingo · Product / retention
LinkedIn turns profile completion into a meter
LinkedIn · Onboarding
Slack shows the full price struck through next to the intro price
Slack · Pricing · $ as captured
Notion labels one plan “Recommended” and leads with logos
Notion · Pricing · $ as captured
Mailchimp preselects a free trial of its Standard plan
Mailchimp · Pricing · $ as captured
Spotify leads with “£0” and spells out the price after
Spotify · Pricing · £ as captured
Shopify makes starting cost $1 a month
Shopify · Pricing · $ as captured
Apple anchors trade-in value at the top of a range
Apple · Product page · £ as captured
IKEA takes the regret out of buying furniture
IKEA · Checkout / policy
The Guardian asks readers to give back for journalism they already read free
The Guardian · Pricing · £ as captured
Trainline replaces a list of Railcards with three questions
Trainline · Onboarding
The FT dates its offer and starts at $1
Financial Times · Pricing · $ as captured
PureGym pairs a £0 joining fee with “ends Monday”
PureGym · Homepage banner · £ as captured
Octopus leads with Which? and 891,063 reviews
Octopus Energy · Homepage
Netflix documents a three-step cancel and “That’s it!”
Netflix · Help / support (policy)
Spotify’s cancel article says you keep your playlists
Spotify · Help / support (policy)
Monzo sells budgeting as labelled Pots
Monzo · Homepage
Starling ties budget Spaces to virtual cards
Starling Bank · Homepage
Klaviyo leads with ‘Start with a free plan’ and lists the caps
Klaviyo · Pricing page · $ as captured
HubSpot shows Starter at $7 against $20, for a limited time
HubSpot · Pricing page · $ as captured
Zapier frames annual billing as ‘Save 33%’
Zapier · Pricing page · $ as captured
Linear’s pricing: ‘Free for everyone’ and 40,000 companies
Linear · Pricing page · $ as captured
Duolingo Super shows a three-step trial timeline
Duolingo · App onboarding / trial
Booking.com Genius: levels you keep ‘for life’
Booking.com · Loyalty page
Gymshark rotates five offers in one top banner
Gymshark · Homepage banner · £ as captured
Headspace preselects annual and shows it per month
Headspace · Pricing page · $ as captured
Ocado uses Tesco’s prices as its reference
Ocado · Homepage · £ as captured
Duolingo puts one giant “Get started” in front of everything
Duolingo · Homepage
Airbnb shows the total price and a “Guest favourite” badge on every card
Airbnb · Homepage · £ as captured
Uber lets you “See prices” before you sign up
Uber · Homepage
Booking.com answers “what if I change my mind?” before you search
Booking.com · Homepage
Netflix leads with “Starts at US$8.99” and asks only for an email
Netflix · Homepage / sign-up · $ as captured
Amazon frames the Prime trial as “30 days, on us”
Amazon · Paywall / trial
Notion lets named founders and leaders make its case
Notion · Homepage
YouTube Premium promises a reminder 7 days before the free month ends
YouTube · Paywall / trial · $ as captured
Strava turns its free trial into a three-step timeline
Strava · Paywall / trial · $ as captured
The New York Times strikes through $7.50 to sell All Access at $1 a week
The New York Times · Paywall / pricing · $ as captured
Canva puts a generous free plan first and a “Save from 16%” yearly toggle on top
Canva · Pricing page · $ as captured
Dropbox badges its team plan “Best value” and defaults to yearly billing
Dropbox · Pricing page · $ as captured
GitHub opens its pricing page with a “risk-free” 30-day trial
GitHub · Pricing page
Grammarly says “$0 payment today” and promises a reminder 2 days before the trial ends
Grammarly · Pricing page · $ as captured
NordVPN shows “Save 69%” on a 2-year plan, with the renewal price in small print
NordVPN · Pricing page · $ as captured
Todoist puts “347K+ ★★★★★ reviews” above its plans
Todoist · Pricing page
Trello makes the free plan concrete: “Free for up to 10 collaborators”
Trello · Pricing page · $ as captured
Airtable marks its Team plan “Most popular” between Free and Business
Airtable · Pricing page · $ as captured
Squarespace stacks an undated 20% code on top of a free trial
Squarespace · Pricing page
ChatGPT puts an $8 step between Free and $20 Plus
ChatGPT · Pricing page · $ as captured
Monzo sells paid plans as “a bit more you”, from £3 a month
Monzo · Pricing page · £ as captured
Babbel runs a live countdown on a 20% “Lifetime” code
Babbel · Homepage banner
Deliveroo Plus sells a subscription as “free delivery”
Deliveroo · Subscription page · £ as captured
Asana labels its entry plan “Free forever” for one or two people
Asana · Pricing page · $ as captured
Calendly explains who needs a paid seat, and who doesn’t
Calendly · Pricing page · $ as captured
Audible offers Prime members $0.99 a month for 4 months, plus a $20 credit
Audible · Homepage banner · $ as captured
Perplexity stacks “LIMITED TIME” bonus credits on top of annual-billed prices
Perplexity · Pricing page · $ as captured
Claude leads with the annual-discount price and spells out the monthly one beside it
Claude (Anthropic) · Pricing page · $ as captured
GitHub Copilot labels its $100 Max plan “BEST VALUE” by multiples of Pro credits
GitHub Copilot · Pricing page · $ as captured
Google sells Gemini plans as “2x” and “4x” the free usage
Google Gemini · Pricing page · $ as captured
Lovable frames the yearly plan as “2 months free” and starts with “No credit card needed”
Lovable · Pricing page · $ as captured
Revolut prices each plan against a much bigger “worth £… a year” figure
Revolut · Pricing page · £ as captured
Wise sells against hidden exchange-rate markups with “the mid-market rate”
Wise · Pricing page
Chip leads with app-store ratings and the FSCS protection limit
Chip · Homepage · £ as captured
Klarna leads with “120m users” and a Trustpilot score
Klarna · Homepage
Club Pret: £5 a month for half price on up to five drinks a day
Pret A Manger · Subscription page · £ as captured
NOW strikes through £7.99 for £4.99, with a 6-month minimum term
NOW · Homepage · £ as captured
The Times sells a puzzles-only side door: “£1 for your first 3 months”
The Times · Subscribe page · £ as captured
BT states each future price rise in pounds next to the deal
BT · Broadband deals page · £ as captured
Currys promises “Found it cheaper? We’ll match it” and shows the 29.9% APR
Currys · Homepage · £ as captured
Argos puts its delivery fees in the header, next to “A year of fast delivery with Argos Plus”
Argos · Homepage · £ as captured
Peloton App: “Try 30 days free”, then from £12.99 a month
Peloton · App page · £ as captured
LinkedIn Premium splits visitors into “Advance your career” or “Grow your business” before any price
LinkedIn Premium · Premium landing page
Noom asks “See if you qualify” rather than “Buy”
Noom · Homepage
ZOE leads with first-name member quotes and “world-leading science”
ZOE · Homepage
Uber One sells a £4.99 membership on “£0 Delivery Fee” and credits paid back as a percentage
Uber One · Membership page · £ as captured
Jet2holidays leads with a “£60pp deposit” and lists what is included
Jet2holidays · Homepage · £ as captured
lastminute.com runs a ticking “Ends in” countdown over its “Only here” deals
lastminute.com · Homepage · £ as captured
MoneySuperMarket attaches “Earn £15” to a quote and promises to price-match and more
MoneySuperMarket · Homepage · £ as captured
Compare the Market leads with “Save up to £566” and footnotes that 51% could achieve it
Compare the Market · Homepage · £ as captured
Uswitch gives its reasons (“That’s why more people come to us”) under a TrustScore
Uswitch · Homepage · £ as captured
EE prints each future price rise in pounds and pence under the headline monthly price
EE · Homepage · £ as captured
Three leads with “Save up to £1035” on trade-in and dates its price rises
Three · Homepage · £ as captured
Sky frames Ultimate TV as “less than £1 a day” and bundles brand-name streamers
Sky · Homepage · £ as captured
Moonpig pairs a “FREE CARD with any bouquet” with 30% off the first card
Moonpig · Homepage
ElevenLabs strikes through $6 to show “First month 83% off” until 18 October
ElevenLabs · Pricing page · $ as captured
Runway translates credits into seconds of video and frames annual billing as “Save $84/year”
Runway · Pricing page · $ as captured
Suno’s free plan is a list of “No…” lines; Pro is “MOST POPULAR”, Premier “BEST VALUE”
Suno · Pricing page · $ as captured
Replit shows “$20 $18 / month, billed annually” and bundles model credit into the price
Replit · Pricing page · $ as captured
Bolt promises “Unused tokens roll over” and a “Save up to 28%” annual toggle
Bolt · Pricing page
v0 gives “$2 of free daily credits on login” and a one-time $5 for new users
v0 (Vercel) · Pricing page · $ as captured
Oddbox leads with “68,000+ TONNES RESCUED” and promises you can “switch, swap or stop at any time”
Oddbox · Homepage
Zopa lines up “14 times winner at the British Bank Awards” above its app features
Zopa · Homepage
Trading 212 shows a sample “Your earnings” widget from share lending, under a risk warning
Trading 212 · Homepage
Descript tags its middle “Creator” plan “MOST POPULAR” with a struck monthly price
Descript · Pricing page · $ as captured
Freetrade repeats “FREE” three times and leans on FCA and IG Group
Freetrade · Homepage
Surfshark prices Starter the same as the bigger One plan
Surfshark · Pricing page · £ as captured
Aviation Gin quotes co-owner Ryan Reynolds calling it “the best”
Aviation American Gin · Homepage
PRIME leads with its founders’ fame: “PRIME By Logan Paul x KSI”
PRIME Hydration · Homepage
Teremana tells its story through founder Dwayne Johnson
Teremana Tequila · Homepage
Fenty Beauty fronts every sub-brand with Rihanna
Fenty Beauty · Homepage
Done pairs an NFL ambassador with a testimonial that echoes self-diagnosis
Done · Homepage
20% Off Your Own Trail Mix Ends Tomorrow
20% Off Your Own Trail Mix Ends Today!
Nuts.com counts the deadline down in the subject line
Nuts.com · Email
Lacoste Members Week: Earn 3× Points Before It’s Over
Lacoste turns a points multiplier into a weekend deadline
Lacoste · Email
Hi Friend, You left something in your cart
DIFF gives the abandoned cart two one-click routes back to checkout
DIFF Eyewear · Email
You left something in your cart.
The North Face keeps its abandoned-cart email to one job
The North Face · Email
Anything we can help you with?
Evelyn & Bobbie sends the abandoned cart from a named fit expert
Evelyn & Bobbie · Email
Your 20% off welcome offer
DELTA’s welcome email leads with 100,000 customers
DELTA · Email
Welcome to Flow 👋
Flow frames its welcome discount as a thank-you
Flow · Email
Back In Stock: Our Bestselling Weather Station 🌦️
Sharper Image calls its restocked weather station a bestseller
Sharper Image · Email
Share the Love ♥️ Give $20 / Get $20
Tea Forté makes referral a two-way gift, and offers a snooze
Tea Forté · Email · $ as captured
Get $20 for each friend you refer (and your friend gets $100 off)
Nanit gives the friend five times what the referrer gets
Nanit · Email · $ as captured
[Name], take 2 minutes to save our wildlife 🦡
RSPCA asks for 2 minutes, then offers a bigger ask
RSPCA · Email
Sale. Ends. Tonight. (Did you shop yet?)
Dorai puts the deadline in three words and the exact cut-off in the small print
Dorai Home · Email
Your free trial to Calm
Calm’s trial email states the renewal date, price and how to cancel
Calm · Email · $ as captured
Your Calm free trial is canceled
Calm ends a cancelled trial without guilt or a hard sell
Calm · Email
It’s been a while.
Uniqlo’s win-back gives a $10 voucher with a $100 threshold
Uniqlo · Email · $ as captured
It’s been a while - here’s what’s new at MORI 💫
MORI points lapsed parents to “where most parents start”
MORI · Email
How you’re wearing it 👟
OFFICE sells trainers with customers’ own outfits
OFFICE · Email · £ as captured
Ever wondered what makes Damascus blades so special?
Sakuto opens a question in the subject line and answers it in the first line
Sakuto Knives · Email
🛏️ How many pillows should you have?
Rest turns choosing bedding into a series of two-option questions
Rest · Email
✅ 3 Free Songs ✅ Unlimited Sound Effects ✅ Licensed Forever
Musicbed values its free trial at $177 and explains the renewal
Musicbed · Email · $ as captured
Don’t miss your FREE Eye Shadow Triple
Jane Iredale gives a $38 ‘value’ gift with a $100 order
Jane Iredale · Email · $ as captured
Earn $100* when you refer a friend
Castlery frames referral as “a new beginning for them, a little thank-you for you”
Castlery · Email · $ as captured
Skip our annual price increase!
Global Work & Travel frames its Early Bird as a way to “skip” a price increase
Global Work & Travel · Email · $ as captured
4 days left: Epic Pass prices increase
Ski.com counts down “4 days left” to an Epic Pass price rise
Ski.com · Email
Wolford Price Increase Looming, Shop & Save Today!
The Tight Spot asks “Why pay more later?” with old and new Wolford prices side by side
The Tight Spot · Email · £ as captured
Linen this good should cost more
Baloo Living says its linen “should cost more”, then adds “soon it will”
Baloo Living · Email
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Why this exists
“I work in marketing and kept screenshotting nudges for decks. This is that folder, done properly: real examples, the mechanism named and sourced, and a clear line between an honest nudge and a dark pattern.”
Emre Güney
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