Anchoring is a powerful psychological phenomenon. Wikipedia defines it as:
A cognitive bias that describes the common human tendency to rely too heavily on the first piece of information offered (the “anchor”) when making decisions.
You can take advantage of anchoring by reversing your pricing table so that the most expensive plan is on the left instead of the right.
Because we read left-to-right, we give the left side of web pages more attention (in general). Nielsen Norman Group found over a decade ago that we scan web pages in an F-shape and this is mostly true today. This means the first price we see will be the price on the left, provided there aren’t graphics or other visual elements to draw our attention elsewhere.
If you see the most expensive plan first, every other price seems cheap rather than expensive. In fact, customers spend the majority of time looking at the first tiers regardless of price and are more likely to choose expensive packages when listed first.
It’s a subtle effect, but incredibly easy to implement. Go try it out!