Anchoring Effect in Pricing and Conversion

What is the anchoring effect

The anchoring effect (anchoring bias) is the tendency to rely too heavily on the first piece of information received when making decisions. Described by Amos Tversky and Daniel Kahneman in 1974, it is one of the most studied cognitive biases and one of the most widely exploited in marketing and pricing.

The classic example: if someone asks you "Is the population of Uruguay more or less than 30 million?" and then asks you to estimate the actual population, your answer will be closer to 30 million than if the first question had mentioned 3 million. The first number — the anchor — shapes your estimate, even though it's completely arbitrary.

In digital conversion, the anchoring effect determines how users perceive prices, discounts, plans, and any numerical data on your website.

How it works in digital

Pricing: the crossed-out price

The most direct application is showing the original price crossed out next to the discounted price. The original price is the anchor: it makes the final price look like a bargain by comparison. A product at €79 seems expensive in isolation, but "~~€149~~ €79" is perceived as a 47% saving.

Pricing plans: the premium plan as anchor

On pricing pages with three plans, the most expensive plan serves as the anchor. If the plans cost €9, €29, and €99, the €29 plan feels reasonable compared to €99. Without the premium plan, €29 would be compared against €9 and feel expensive.

This principle works alongside the decoy effect: adding a strategic option that makes the one you want to sell look more attractive.

Performance metrics

When presenting performance data, order matters. "Our clients increase conversion by 35% on average" anchors the expectation at 35%. If you later mention that some have reached 50%, it feels exceptional. If you mention that others have reached 15%, it feels like the floor. The same figure (15%) is perceived completely differently depending on the anchor.

Practical applications in CRO

Pricing page

Always show the most expensive plan first (or on the right in Western cultures). It's the anchor that makes the middle plan feel affordable.
Include annual vs monthly pricing: showing "€348/year" alongside "€29/month" makes the monthly price feel cheap. Showing "€29/month" on its own invites comparisons with competitors.
Price per unit: in eCommerce, showing "€0.50/capsule" next to "€15/box of 30" reduces the perception of a high price.

Landing pages

Hero with an impactful number: "Over 10,000 companies trust us" anchors the perception of scale
Quantified savings: "Save up to 200 hours a year" anchors the value before revealing the price
Crossed-out price: if there's a discount, the original price must always be visible

Product pages

In eCommerce, a product's price is always evaluated in context:

Higher-priced related products: showing premium products first makes the current product feel more affordable
Price per day: "€1.30/day" as an alternative anchor to "€39/month" for subscriptions
Value comparison: "The equivalent of 2 coffees a day" re-anchors the price in a familiar everyday expense

Common mistakes

Implausible anchors

If the crossed-out original price is excessively high, users detect the manipulation and lose trust. The anchor must be credible: a 20–40% discount is persuasive; a 90% discount raises suspicion.

Showing the price with no context

Displaying a price with no reference anchor leaves the user comparing it to competitors or their own mental budget. Always provide a frame: original price, value generated, cost per unit, or comparison with alternatives.

Unintended negative anchors

Be careful with the data you present first. If your case study page opens with "the client had a 0.5% conversion rate," users anchor on that low number. Start with the result instead: "We increased conversion by 150%" — then add context.

Anchoring in commercial negotiations

The anchoring effect isn't limited to the web. In commercial proposals:

Always present your proposal first: the first number on the table becomes the anchor for the entire negotiation
Include a premium option: even if the client doesn't choose it, it anchors the perceived value of your service
Quantify the cost of inaction: "You're losing €50,000/year in unconverted traffic" anchors the value before you present your price

How to measure the impact

A/B test	What it measures	Expected impact
With vs without crossed-out price	Anchoring effect on price	+5–15% conversion
Plan order (expensive→cheap vs cheap→expensive)	Anchoring effect on pricing	+8–12% middle plan selection
Impact stat in hero vs no stat	Anchoring effect on value perception	+10–20% scroll depth

Conclusion

The anchoring effect is one of the most powerful and easiest-to-implement principles in digital conversion. The first number a user sees shapes everything that follows. Use it deliberately in pricing, landing pages, and product pages to frame your offer favorably.

To identify anchoring opportunities on your website, start with a professional CRO audit.

Adrià Vidal — CRO & Digital Strategy at Boost