david-li0406/meta-skill-evloving/evidence-based-pricing

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Behavioral economics applied to pricing — with academic citations. Covers anchoring, decoy effect, charm pricing, choice overload, and endowment effect. Use when designing pricing pages, optimizing pricing tiers, planning A/B tests for pricing, or when you need the research behind pricing psychology tactics.

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npx vskill@latest install david-li0406/meta-skill-evloving/evidence-based-pricing

SKILL.md

Evidence-Based Pricing

Behavioral economics applied to pricing decisions. All tactics are testable hypotheses until validated with your data.

Evidence Marking

  • 📚 = Peer-reviewed academic research
  • 💼 = Practitioner-validated (widely used, not academically tested)

Core Principles

PrincipleEffectRiskSource
AnchoringFirst price sets referenceLow📚 Tversky & Kahneman, 1974
Decoy EffectInferior option makes target shineMedium📚 Ariely, 2008
Charm Pricing$X99 feels cheaper than $X00Low📚 Thomas & Morwitz, 2005
Choice OverloadFewer options = more conversionsLow📚 Iyengar & Lepper, 2000
Center StageMiddle option chosen moreMedium📚 Valenzuela & Raghubir, 2009
Endowment EffectOwnership increases valueLow📚 Kahneman et al., 1990
Loss AversionFear of losing > desire to gainLow📚 Kahneman & Tversky, 1979

Decision Framework

When Analyzing a Pricing Page
  1. Audit current tactics — Which principles in use?
  2. Identify gaps — Which low-risk tactics missing?
  3. Prioritize tests — Start low-risk, high-impact
  4. Define metrics — Conversion, plan distribution, refunds
When Designing Pricing
  1. 2-3 options — Avoid choice paralysis
  2. Charm pricing — $199 not $200 (value positioning)
  3. Social proof — "Most Popular" on target plan
  4. Anchoring — Show reference price or lead with higher tier
  5. Test one variable — Isolate changes to measure
Testing Priority
PriorityTacticWhy
1Anchor textZero risk
2Presentation orderZero risk
3Social proof badgeLow risk, proven
4Charm pricingLow risk
5Strikethrough pricingMedium risk
6Decoy planHigher risk, test carefully

Common Patterns

3-Plan Structure
Basic $99        Pro $199 [Most Popular]     Premium $349
(limited)        (recommended)               (unlimited)
  • Center Stage effect pushes to middle
  • "Most Popular" adds social proof
  • Premium anchors perception
Decoy Pattern
Basic $99         Pro $199 [Decoy]      Premium $249 [Target]
(5 users)         (10 users)            (unlimited)

Pro at $199 for only 10 users makes Premium's unlimited look like a steal.

Strikethrough Pattern
~~$399~~ $199
  • Reserve for sales events
  • Risk: Can feel gimmicky if overused
  • Monitor refund rates

Anti-Patterns

AvoidWhy
Fake scarcityDamages trust
4+ optionsDecision paralysis
Hidden feesIncreases abandonment
Discount popupsTrains discount expectation
Round numbers for value products$200 feels more than $199

Metrics to Track

  • Conversion rate — Pricing page → checkout
  • Plan distribution — % selecting each tier
  • Refund rate — By plan (impulse vs. considered)
  • AOV — Average order value
  • Time on page — Confusion indicator

References

  • [references/experiments.md](references/experiments.md) — Academic studies with citations
  • [references/tactics.md](references/tactics.md) — Complete tactics taxonomy
  • evidence-based-persuasion — For deeper research on underlying principles

Part of the Evidence-Based Marketing series.

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