7 psychological principles that determine whether your price converts or repels
Source: Central Brain · CUBO-05 · Patrick Campbell (24,376 empresas) · Verified: ✅
The first price the customer sees becomes their reference. If you show $299 first, $99 looks cheap.
Planes: $299/year (plan premium) · $99/year (basic plan) · The customer sees $299 first and $99 looks like a bargain.
A middle option makes the expensive one look reasonable. Without a decoy, customers pick the cheap one.
Plan A: $29/mo · Plan B: $49/mo · Plan C: $99/mo → Plan B looks like the best value.
What do you charge for? Per user, per use, or per outcome. Each has different implications.
Per use: $0.01/email enviado · Per user: $10/user/mo · Per outcome: $50/lead generado
💡 "The value metric should align with how the customer gets value." — Patrick Campbell
The brain processes left to right. $9.99 registers as "$9", not "$10".
$49 is perceived as $40. $50 is perceived as $50. Difference: 20% cheaper perceived for 2% less real.
4 questions to find the optimal price range: too cheap, cheap, expensive, too expensive.
1. At what price would it be too cheap? 2. At what price would it be cheap? 3. At what price would it be expensive? 4. At what price would it be too expensive?
If your price is too low, you create distrust. "If it's so cheap, what's missing?"
A $5/mo SaaS is perceived as inferior to a $29/mo one. Price is a quality signal.
A guarantee reduces perceived risk. A 30-day guarantee lifts conversions 15-30%.
"30-day money-back guarantee. If you're not satisfied, we refund 100% with no questions."
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