Pricing psychology
Pricing psychology examples from real products
79 real pricing pages, offers and emails, grouped by the bias each one uses. We only say a tactic worked when a public teardown shows it.
Price
Zero-price effect (15)
Spotify leads with "£0" and spells out the price after
Spotify · Pricing · £ as captured
✅ 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
PureGym pairs a £0 joining fee with "ends Monday"
PureGym · Homepage banner · £ as captured
Klaviyo leads with 'Start with a free plan' and lists the caps
Klaviyo · Pricing page · $ as captured
Amazon frames the Prime trial as "30 days, on us"
Amazon · Paywall / trial
YouTube Premium promises a reminder 7 days before the free month ends
YouTube · Paywall / trial · $ as captured
Grammarly says "$0 payment today" and promises a reminder 2 days before the trial ends
Grammarly · Pricing page · $ as captured
Trello makes the free plan concrete: "Free for up to 10 collaborators"
Trello · Pricing page · $ as captured
Asana labels its entry plan "Free forever" for one or two people
Asana · Pricing page · $ as captured
The Times sells a puzzles-only side door: "£1 for your first 3 months"
The Times · Subscribe page · £ as captured
Peloton App: "Try 30 days free", then from £12.99 a month
Peloton · App page · £ as captured
Uber One sells a £4.99 membership on "£0 Delivery Fee" and credits paid back as a percentage
Uber One · Membership page · £ as captured
Moonpig pairs a "FREE CARD with any bouquet" with 30% off the first card
Moonpig · Homepage
Freetrade repeats "FREE" three times and leans on FCA and IG Group
Freetrade · Homepage
Price
Price & attribute framing (11)
The Economist prices a year by the week, and preselects it
The Economist · Pricing · $ as captured
Zapier frames annual billing as 'Save 33%'
Zapier · Pricing page · $ as captured
Canva puts a generous free plan first and a "Save from 16%" yearly toggle on top
Canva · Pricing page · $ as captured
Monzo sells paid plans as "a bit more you", from £3 a month
Monzo · Pricing page · £ as captured
Audible offers Prime members $0.99 a month for 4 months, plus a $20 credit
Audible · Homepage banner · $ as captured
Claude leads with the annual-discount price and spells out the monthly one beside it
Claude (Anthropic) · 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
BT states each future price rise in pounds next to the deal
BT · Broadband deals page · £ as captured
Sky frames Ultimate TV as "less than £1 a day" and bundles brand-name streamers
Sky · Homepage · £ as captured
Replit shows "$20 $18 / month, billed annually" and bundles model credit into the price
Replit · Pricing page · $ as captured
Anchoring
Reference price (9)
Slack shows the full price struck through next to the intro price
Slack · Pricing · $ as captured
HubSpot shows Starter at $7 against $20, for a limited time
HubSpot · Pricing page · $ as captured
Ocado uses Tesco's prices as its reference
Ocado · Homepage · £ 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
NordVPN shows "Save 69%" on a 2-year plan, with the renewal price in small print
NordVPN · Pricing page · $ as captured
ChatGPT puts an $8 step between Free and $20 Plus
ChatGPT · Pricing page · $ as captured
Wise sells against hidden exchange-rate markups with "the mid-market rate"
Wise · Pricing page
NOW strikes through £7.99 for £4.99, with a 6-month minimum term
NOW · Homepage · £ as captured
ElevenLabs strikes through $6 to show "First month 83% off" until 18 October
ElevenLabs · Pricing page · $ as captured
Principle
Incentive (principle) (6)
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
It's been a while.
Uniqlo's win-back gives a $10 voucher with a $100 threshold
Uniqlo · Email · $ as captured
Gymshark rotates five offers in one top banner
Gymshark · Homepage banner · £ as captured
Squarespace stacks an undated 20% code on top of a free trial
Squarespace · Pricing page
Perplexity stacks "LIMITED TIME" bonus credits on top of annual-billed prices
Perplexity · Pricing page · $ as captured
v0 gives "$2 of free daily credits on login" and a one-time $5 for new users
v0 (Vercel) · Pricing page · $ as captured
Price
Mental accounting (5)
Monzo sells budgeting as labelled Pots
Monzo · Homepage
Starling ties budget Spaces to virtual cards
Starling Bank · Homepage
Deliveroo Plus sells a subscription as "free delivery"
Deliveroo · Subscription page · £ as captured
Club Pret: £5 a month for half price on up to five drinks a day
Pret A Manger · Subscription page · £ as captured
Runway translates credits into seconds of video and frames annual billing as "Save $84/year"
Runway · Pricing page · $ as captured
Anchoring
Anchoring (4)
Apple anchors trade-in value at the top of a range
Apple · Product page · £ as captured
Revolut prices each plan against a much bigger "worth £… a year" figure
Revolut · Pricing page · £ as captured
Compare the Market leads with "Save up to £566" and footnotes that 51% could achieve it
Compare the Market · Homepage · £ as captured
Three leads with "Save up to £1035" on trade-in and dates its price rises
Three · Homepage · £ as captured
Social
Social proof (4)
Linear's pricing: 'Free for everyone' and 40,000 companies
Linear · Pricing page · $ as captured
Airbnb shows the total price and a "Guest favourite" badge on every card
Airbnb · Homepage · £ as captured
Todoist puts "347K+ ★★★★★ reviews" above its plans
Todoist · Pricing page
Airtable marks its Team plan "Most popular" between Free and Business
Airtable · Pricing page · $ as captured
Choice architecture
Default effect / status quo bias (3)
Principle
Friction (principle) (3)
You left something in your cart.
The North Face keeps its abandoned-cart email to one job
The North Face · Email
Netflix leads with "Starts at US$8.99" and asks only for an email
Netflix · Homepage / sign-up · $ as captured
Calendly explains who needs a paid seat, and who doesn't
Calendly · Pricing page · $ as captured
Time
Urgency (deadline effect) (3)
The FT dates its offer and starts at $1
Financial Times · Pricing · $ as captured
lastminute.com runs a ticking "Ends in" countdown over its "Only here" deals
lastminute.com · Homepage · £ 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
Risk
Regret aversion (risk reversal) (3)
Risk
Loss aversion (3)
Suno's free plan is a list of "No…" lines; Pro is "MOST POPULAR", Premier "BEST VALUE"
Suno · Pricing page · $ as captured
Bolt promises "Unused tokens roll over" and a "Save up to 28%" annual toggle
Bolt · Pricing page
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
Technique
Partitioned pricing (2)
Social
Authority (1)
Choice architecture
Choice overload (simplification) (1)
Price
Pain of paying (1)
Technique
Reason-giving ("because") (1)
Judgement
Availability heuristic (1)
Choice architecture
Compromise effect (1)
Price
Price-quality heuristic (1)
Choice architecture
Decoy effect (1)
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