Decoy Pricing

Steer buyers toward the plan you want chosen by adding a deliberately weaker option that makes the target look obviously better.

Pro moderate Pricing & Packaging Offers

What it adds

The builder examines your plan definitions and margin notes to construct a three-option set in which one option is intentionally dominated on price-to-value, sharpening the contrast that makes the target option feel like the rational pick. It converts by changing the comparison set rather than the target plan itself, so the buyer reaches the intended choice through their own reasoning. The goal is shifting selection share toward the highest-value plan without raising its price.

What your builder is told to do

The actual instructions, in order.

1
Inspect the plan and margin source files and identify the target plan you want selected, along with the axis buyers actually compare on, whether that is capacity, seats, sessions, or included deliverables.
2
Define the target plan fully first, with its price and its value on the comparison axis fixed, because every other option is designed relative to it.
3
Construct the decoy as an option priced close to the target while offering meaningfully less on the comparison axis, so the target dominates it plainly, and ensure the decoy remains a real, honourable purchase that a buyer who chooses it would be served well by.
4
Keep a genuine low option for price-led buyers that is clearly separated on the axis, so the set contains a floor, a dominated middle, and the target, rather than three similar things.
5
Present all three on a single scale using the same unit and the same order everywhere, since the effect depends entirely on the comparison being immediate and visual.
6
Verify the intended dominance by writing out the per-unit value for each option and confirming the target reads best without needing arithmetic from the buyer.
7
Specify responsive behavior: on mobile, order the cards floor, decoy, target so the target is the last thing read, and add a compact per-unit strip visible on every card; on tablet, use a two-plus-one arrangement that keeps decoy and target adjacent; on desktop, place all three in one row with the decoy immediately beside the target and per-unit figures aligned on a shared baseline.

Edge cases it handles

The things an agent skips when you only say "build a decoy pricing".

A buyer who selects the decoy must receive a complete, well-supported product, since the decoy is a real offer and not a trap.
If margins make the decoy more profitable than the target, revisit the design, because the set will drift away from its intended purpose.
Adding a fourth plan later can collapse the effect entirely and needs an explicit review step in the documentation.
Discounts or promotions applied unevenly across the three options can invert the dominance and must be modelled before launch.
If the source files show no reliable comparison axis, the technique does not apply and should be reported instead of forced.

Definition of done

Your builder is required to check every one of these before reporting the work finished.

All three options are expressed on one shared comparison axis in identical units.
The target plan visibly dominates the decoy on that axis at the displayed prices.
The decoy is a complete, honestly described offer that would serve a buyer who chose it.
Per-unit value is shown for every option without requiring buyer arithmetic.
Mobile, tablet, and desktop orderings each keep the decoy adjacent to the target as specified.
No plan contains invented features or limits absent from the source files.
The builder reports which source files defined plan contents and margins, and lists any assumption made about the comparison axis or the target plan.

Related offer files

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How it works

1

Copy the link

Grab the Markdown blueprint URL for this offer type.
2

Give it to your builder

Paste it into Claude Code, Cursor, Codex, or whatever AI builder is already working in your app.
3

It maps, then builds

Your agent reads the blueprint first, then builds the offer into your app around the product, audience, and stack.

Works with your stack

These blueprints are written to adapt. They tell the agent to detect your framework, match your existing design system, and use your source files instead of guessing the offer.

Need it tighter than that? Customize the offer file and tell it exactly which source docs and stack to use.