Copy & Psychology

Anchor Price

The "original" price displayed next to the current price to make the current price feel like a deal. "Was $99, now $49" works because of the anchor.

The anchor price is the "original" or "compare-at" price displayed next to the current price — the $99 next to the $49 that makes $49 feel like a specific deal rather than an arbitrary number. Humans evaluate prices relative to context; the anchor provides the context.

Anchor prices work when the anchor is believable. $99 anchoring $49 works because both numbers sit in a normal range for the category. $499 anchoring $49 on a $20-retail product just reads as dishonest, and FTC enforcement has been tightening on fake reference prices since 2024.

The same logic applies to tiered pricing: a "Premium" tier at a high price makes the "Standard" tier look reasonable. Sometimes the expensive tier isn't meant to sell — it's meant to anchor the tier next to it.

Related terms in Copy & Psychology
AIDA
Attention-Interest-Desire-Action — a classic copywriting framework. Grab attention, build interest, intensify desire, drive action. Older and more formal than PAS.
Cross-Sell
An offer for a complementary product alongside the main purchase — fries with the burger. Distinct from upsell (bigger version of the same thing).
CTA
Call to Action — the specific ask in a piece of marketing ("Add to Cart," "Shop Now," "Claim Your Spot"). Ambiguous CTAs kill conversions.
Downsell
A cheaper alternative offered when a customer declines the main pitch or a higher-tier offer. Catches buyers who would otherwise walk away.
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