The middle package is sometimes called a decoy package and can be a powerful way to drive customers to higher-priced products.12 SUBSCRIPTION OPTIONS Digital marketer Steve Young used this decoy product to profound effect at SmartShoot, a marketplace that connects professional videographers and photographers with people who need their services. Originally, when the company offered two options, a monthly option and an annual option, 40 percent of visitors bought the annual plan and the remainder purchased a monthly package. Young and team hypothesized that by offering a slightly inferior (and
...more
