Decoy Pricing: The Tiny Test That Generated Millions
The pricing test that added $8.4M in annual revenue — without more traffic, features, or headcount.
Learn the exact decoy pricing framework we used to increase AOV from $109 to $179 by changing value perception, not product.
What you’ll learn inside
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Why pricing is a psychology problem, not a math problem: Understand how buyers actually make decisions—and why “fair” pricing often leaves millions on the table.
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The decoy effect explained simply: Learn how a strategically worse option makes your best offer feel like the obvious, no-brainer choice.
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The exact pricing test that changed everything: See the before-and-after pricing structure used at scale—and why each tier existed.
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How one small change increased AOV by 64%: Walk through the numbers that moved average order value from $109 to $179—without adding traffic.
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How to make the “right” choice feel effortless: Learn why clarity reduces cognitive load and speeds up decisions—boosting both conversion rate and confidence.
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How pricing structure changes behavior: See how introducing a decoy flipped the conversion mix so the majority of buyers chose the highest-value plan.
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The real revenue impact of smarter framing: Understand how this single test unlocked $8.4M in incremental annual revenue at scale.
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Where decoy pricing works best: SaaS, subscriptions, bundles, services—learn where this framework applies and where it doesn’t.
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A practical pricing checklist you can use immediately: If you have one price, two prices, or many—learn how to restructure your offers so value is instantly obvious.
👉 From $13M to $21.4M — Without More Visitors
The pricing test that changed everything.