Wine List's Counterintuitive Pricing
99% of pricing tiers ascend left to right: Cheap. Middle. Expensive.
Wine List is the 1%. A mistake? Nope.
Founder, Josh Lachkovic, had a theory:
We’re anchored to the first number we see. And we scan left to right. So a more expensive left price makes your right price appear cheaper.
In layman's terms, £99 feels cheaper when you see £189 first.
He ran A/B tests and (to my surprise) found a statistically significant increase in overall conversions.