Today I’m reworking a pricing model.
Again.

Different product, same challenge: how to present the price in a way that feels clear, valuable, and maybe even exciting (yes, pricing can be exciting — for nerds like us)

So I’m planning to A/B test a few versions:

  • One where everything is neatly bundled together.
  • One where each part is separated.
  • One where something is “offered”.
  • One where it’s “worth €300 and included”.

Same total price. But depending how it’s framed, people don’t react the same at all.

Before running the tests, I made myself a reminder of the 5 most useful pricing psychology effects.

Here’s number one.

Bundling vs Itemisation

“Everything included” or “pay only for what you need”?

This is a pricing classic.

Bundling means you present one full price for the whole package.
 No thinking. No choices. Just “here’s what you get.”

Itemisation means you show each part of the offer with its own price.
 More flexible. More transparent. Sometimes also more confusing.

Psychological effect:

  • Bundling creates a stronger sense of value. It feels complete, premium, and easier to say yes to.
  • Itemisation gives more control, but it also shows the full cost of every little piece — which can scare people off.

The more they analyse, the more they hesitate.

What to test: Try two versions:

  • One with a clean, all-in-one offer
  • One with a modular structure and visible prices for each option

See which one converts better — and more importantly, which one people feel better about after buying.

The Power of “Free”

It doesn’t need to be expensive. It just needs to be free.

There’s something strange about the word “free”. It makes people act weird.
Even when the free thing is small, not that useful, or already kind of expected.

Behavioral researchers (hello Dan Ariely 👋) showed it over and over:
“When you say something is free, people pay more attention.”
And they feel better about the deal — even if the total price didn’t change.

Psychological effect:

  • “Free” creates an emotional reaction.
  • “Free onboarding” feels like a gift.
  • But “onboarding included” feels like, well… normal.

And strangely, “worth €300, included for free” performs even better.
You get the anchor (we’ll talk about that next), plus the joy of a freebie.

What to test:

  • Version A: “Includes onboarding”
  • Version B: “Free onboarding”
  • Version C: “Onboarding (value: €300) – offered for free”

Same service. Three different reactions.
Guess which one gets the most clicks? (Spoiler: C.)

Anchoring the Value

Show them what they’re saving — even if they didn’t ask.

Anchoring is when you give a reference point — a number — that sets expectations.

If I tell you this strategy session costs €1,200, then offer it for €600…
You feel like you’re getting a deal.

If I just say €600 without context, maybe it feels expensive.
Maybe not. Depends on the day, the mood, and how many emails you got this morning.

Psychological effect:

Anchors tell the brain, “This is the normal value.”
So anything below that feels like a win.

But you don’t need to discount everything.

You can just say:

“Audit included (value: €450)”
or
“Free strategy session (normally €900)”

And boom — the offer feels bigger, without changing the price.

What to test:

Try adding value tags to a few things that are already included:

  • “Priority support (worth €150)”
  • “Video training included (value: €490)”
  • “Digital welcome kit (free, normally €90)”

Anchoring is free. And it works.

4. Transparency vs Peace of Mind

Not every buyer wants to build their own pizza.

We often think people want control. Options. Customization.
And yes, that’s true… sometimes.

But too many choices? Too many checkboxes?
It starts to feel like work.

Psychological effect:

When the offer is low-cost, people like to choose.
It feels smart to pay only for what they need.

But when the offer is high-end, they often just want confidence.
“All included” feels premium. It says: “We’ve thought of everything for you.”

Too much transparency at that level can create doubt:
“Why isn’t that included already? Should I be worried about what I’m missing?”

What to test:

  • One version with a clear “Everything’s covered” bundle
  • One version with add-ons and options

Then compare not just clicks, but speed of decision.
Spoiler: peace of mind wins when the stakes (and prices) are higher.

Pricing is never just about money.
It’s about how people feel when they read your offer.

And honestly? If I had to give one piece of advice after doing this a dozen times:
Don’t be clever. Be clear.

Give your client a reason to say yes.
Make them feel smart, not stressed.
And if you can, throw in something free — even if it’s just a smile in the copy.

Want help reviewing your pricing page? I’m just one message away.

Categorized in:

Growth Marketing