Pricing & Offer Psychology

5 modules · approx. 150 min · Basics level

What you will learn in this track

Pricing psychology for e-commerce: anchoring, the decoy effect, bundling, value-preserving discounts, and tiered pricing structures, so your offers generate more revenue.

• After completing this module, you'll use price anchors deliberately and credibly: placing RRP, strikethrough prices, and the order of your pricing tiers so that perceived value increases, all while maintaining credibility and avoiding inflated anchors that erode brand trust over time.
• After completing this module, you'll be able to build a credible decoy for your pricing structure using the principle of asymmetric dominance, one that steers customers toward your target option without changing its price, and you'll recognize the ethical boundaries where a decoy starts destroying trust or accidentally becomes the main product itself.
• After completing this module, you'll be able to create complementary product bundles with a genuine price advantage communicated transparently in euros and percentages, choose between price bundling, product bundling, and mixed bundling, and evaluate every bundle for its impact on margin and customer acceptance to increase average order value.
• After completing this module, you'll recognize the value-erosion mechanism behind frequent discounting, apply only justified, time-limited, value-preserving discounts, and use alternatives like free shipping, exclusivity, or added services to drive revenue without damaging your brand or margins.
• By the end of this module, you'll design three clear pricing tiers using the Good-Better-Best principle with visibly differentiated value, highlight your preferred middle option through visual emphasis and anchoring, and size the price gaps (around twenty to thirty percent) so customers naturally choose the right tier for them and your average revenue per customer increases.