1. Use a “decoy” option to get people to buy your product.
In his TED Talk, behavioral economist Dan Ariely explains the “decoy effect” using an old Economist advertisement as an example.
The ad featured three subscription levels: $59 for online only, $159 for print only, and $159 for online and print. Ariely figured out that the option to pay $159 for print only exists so that it makes the option to pay $159 for online and print look more enticing than it would if it was just paired with the $59 option.
In other words, if you’re having trouble selling the more expensive of two products, consider adding a third option whose only function is to make the “expensive” product look more enticing.