Price the upgrade as the difference, not the total

When to use it

When tiers show the higher plan at full price beside the cheaper one and most buyers take the cheapest.

How to run it

1. 1Price the upgrade as the difference from the selected plan ("Premium for $10 more") at the point of choice.
2. 2Show the one thing the upgrade adds that the chosen plan lacks, not the full feature list.

Why it works

Raise the perceived value of acting

At full price, the upgrade competes with the plan the visitor already chose. Framed as "$10 more," it becomes a small decision on top of one already made.

Source: Anchoring research; SaaS pricing-page practice