What is SaaS Price Anchoring?

价格锚定是一种心理定价策略，SaaS公司先设定一个较高的初始价格，也称为锚点，然后再强调折扣价格。

This strategy functions because the human brain heavily leans on the first information piece to make assessments.

SaaS companies can employ price anchoring to set the most appropriate prices for their products as long as they consider several aspects. 

诸如 tiered pricing strategy is one of them. Because the potential clients are given different options to choose from, including a costly one, the rest of the offers seem better. 

Then there is the decoy pricing method, where the SaaS company guides the buyer towards the right option by framing it amongst higher-priced options. 

Lastly, there are the discounts, which are displayed to the audience.

Having prices that end in 9, 99, etc., is a way to anchor the price, but SaaS companies should seriously consider this approach. While it can impact purchasing decisions, it can also affect brand recognition.

如果价格锚定不适合您的公司，那么稀缺营销也是一种选择。

价格锚定会影响消费者的心理。它主要通过两种方式产生影响。

由于产品呈现方式将高价作为参考点，您的目标受众会倾向于考虑节省的金额，而不是绝对成本。

同时也会产生紧迫感。价格锚定与 限时促销 or comparative pricing （通过展示较高的价格和较低的价格来强调促销的做法）会引发错失恐惧症。这会导致购买决策。

以下是三个SaaS公司将价格锚定作为其战略一部分的真实案例：

• Convert: 这 A/B testing 和CRO（转化率优化）平台使用价格锚定结合 魅力定价。他们所有的套餐价格都以数字9结尾，最低的价格位于左侧。
• Dropbox: This cloud storage and file synchronization service has different pricing plans, with the middle promoted to possible customers.
• Hubspot： 这款SaaS软件的销售中心将其企业套餐设定为锚点，即最昂贵的选项，从而使专业版成为消费者的首选。