How users really perceive price, value and fairness – and how to present pricing more effectively.
Why this matters
Conversion problems are rarely caused by a single broken element – they’re usually about friction, confidence and clarity.
CRO-focused articles like this one put behaviour at the centre rather than just button colours or headline tweaks.
What you'll learn
- How to identify where cognitive load, friction or uncertainty are silently draining conversion.
- How to build experiments that respect user intent instead of fighting it.
- How to connect CRO wins to commercial outcomes in a way stakeholders can feel.
How to put this into practice
- Use the sections here as a template for your next test plan: problem, behavioural pattern, hypothesis and success metrics.
- Share one screenshot of a journey with your team and annotate it using the concepts in this piece.
If you'd like help applying the ideas from “Pricing Psychology in Digital Journeys” inside your own organisation, this is exactly the kind of work Alun_lytics Insights supports – from GA4 and Power BI through to CRO, experimentation and analytics operating models.
You can explore more articles in the Content Hub, or get in touch directly if you want to talk about a specific challenge.