« Back to Glossary Index


A cognitive bias whereby an individual’s decisions are influenced by a particular reference point or ‘anchor’. – Wikipedia

Relevance in CRO

The funny version: telling someone a big price first so that they think the lower price is a good deal, even if it isn’t, which it’s usually not.

The slightly more serious version: Making something sound more attractive (and thus incentivizing purchasing behavior) by presenting a less attractive data point first. Strikethrough pricing, as-low-as pricing, monthly vs. yearly subscription costs, SAAS pricing tables, etc. are all examples of price anchoring.

Additional Reading

« Back to Glossary Index