Pricing page lacks price anchoring or reference price
This check looks at pricing or plans pages for a reference point that makes a price feel like a deal, such as a struck-through 'was' price, a percentage-saved badge, an annual-versus-monthly toggle showing the discount, or a column comparing you to competitors. This site's pricing page has none of these anchoring signals, so every price is shown in isolation with nothing to compare it against.
Why this matters
Price anchoring draws on loss aversion, the pull of not wanting to miss a saving that has already been shown. Some studies of pricing pages report conversion differences from showing a reference price, but results depend heavily on the product and audience. A pricing page with no reference point may be missing an opportunity to frame value, which you can test with an A/B experiment.
How to fix it
Your marketing team can add one of three anchors: an annual-versus-monthly toggle that shows the saving, a struck-through 'was $X, now $Y' price, or a column comparing your plan against competitors. None of these need new pricing, just a different presentation of the numbers you already have. Budget around two hours to design and add the anchor to the page.
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