All plays
When to use it
When a two-option pricing page sees most buyers take the cheap plan while the premium plan stalls.
How to run it
Add a third option priced to make the target plan the obvious deal, such as a single-feature plan at nearly the bundle's price.
Why it works
Raise the perceived value of acting
A nearly-as-expensive weaker option makes the target look like a bargain. In Dan Ariely's Economist experiment, 84% chose the $125 print+web bundle with a $125 print-only decoy present, and only 32% did without it; the effect has not always replicated outside the lab, so test it.
Source: Dan Ariely, 'Predictably Irrational' (Economist experiment)
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