Anchoring Bias
Leverage first impressions: initial options or prices set the reference point users mentally adjust from, skewing perceptions and choices.
Definition
Anchoring Bias is your brain’s autopilot: you see the first price, feature set, or default option and everything else gets judged against it.
It’s a cognitive shortcut where initial information becomes the reference point, or anchor, for all subsequent decisions, even if that anchor is arbitrary or irrelevant.
In UX, your anchor might be the default plan you highlight, the first item in a dropdown, or the suggested retail price you show. Users latch onto it and then mentally adjust from there, often insufficiently.
Understanding Anchoring Bias is fundamental in human-computer interaction because it shapes user expectations, perceived value, and choices without them even realizing it. Use it intentionally to guide decisions or eliminate it when you need neutral comparison.
Real world example
On Amazon’s checkout page, the default Prime shipping option is pre-selected and prominently displayed with a bold badge. That anchor makes two-day delivery feel like the norm and pushes users to accept or pay less attention to slower (but cheaper) options.
Real world example
In pricing pages where the first package sets your value benchmark.
In onboarding flows when a default choice steers user behavior.
Within dropdowns or filter menus where the top-most option becomes the mental anchor.
On checkout forms when suggested tips or add-ons are pre-checked.
In feature comparisons where the highlighted plan defines what ‘standard’ looks like.
What are the key benefits?
Everything you need to make smarter growth decisions, without the guesswork or wasted time.
Position your highest-margin plan first to set a premium anchor.
Highlight a mid-tier default option to guide users toward balanced value.
Use comparative slashes (e.g., “was $99, now $79”) to create a discount anchor.
What are the key benefits?
Everything you need to make smarter growth decisions, without the guesswork or wasted time.
Don’t bury free or basic options below premium anchors, or they’ll seem inferior.
Avoid random default selections that confuse instead of guide.
Don’t inflate original prices just to make discounts look bigger, users see through it.
Frequently asked questions
Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.
How do I choose the best anchor for pricing?
Pick the option that balances your revenue goals and user value, usually the plan you most want to sell. Make it prominent but credible so users see it as the natural baseline.
Can anchoring bias backfire?
Yes, if your anchor feels arbitrary or too high, users distrust your brand. Always test anchor levels and language to ensure they resonate.
How many anchors can I use on one page?
Limit primary anchors to one per decision point. Too many initial references create confusion, not clarity. Use sub-anchors only in secondary flows.
Should I ever remove default options?
Only when you need a neutral comparison. Removing defaults forces deliberate choices, but adds friction, measure trade-offs with A/B tests.
How do I test anchor effectiveness?
A/B test variations of your initial offer, default selection, or pricing highlight. Track shifts in conversion rates and average order value to see which anchor wins.
Fix Your Anchors Now
Stop unintentional anchors from sabotaging conversions or missing revenue opportunities. Run your pricing page through the CrackGrowth diagnostic to pinpoint and optimize every anchor.