Latest / The Pricing Marketing Podcast with Fexingo: Price Anchoring, Bundling, and Conversion Pricing
How One Price Drop Triggered a Million Subscribers
In this episode of The Pricing Marketing Podcast, Lucas and Luna examine how a single price reduction from $9.99 to $6.99 helped a meditation app—Calm—gain over a million subscribers in just six months. They break down the strategic use of price anchoring against competitors like Headspace, the psychological impact of the price drop on conversion rates, and the long-term retention trade-offs. Lucas brings data on the 40% increase in sign-ups, while Luna questions whether the strategy could backfire if the anchor is removed. The episode includes a thoughtful discussion on value perception…
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