$350 per year?
Too expensive.
But what if you said: "Less than $1 per day"?
Now it feels like a no-brainer.
This isn't about changing your price. It's about how you present it.
Welcome to the Affordability Illusion - a powerful pricing tactic rooted in neuromarketing and cognitive science.
Why Your Shoppers Aren't Thinking Logically
Here's the truth: shoppers don't process prices like calculators.
They process them emotionally.
When a number feels big, it is big—even if it's objectively a great deal.
That's because the brain uses mental shortcuts (called cognitive biases) to evaluate options quickly. And when you throw out a big number—like "$350 per year"—you trigger one of the most important ones:
Anchoring Bias: Big Numbers = Big Reactions
Your shopper's brain grabs onto the first number it sees.
So if that number is $350, that becomes the "anchor" - and everything after is judged relative to it.
Reframe it as "less than $1/day" and the anchor disappears.
Now the price feels light, casual, and manageable.
This small switch changes the emotional experience of buying.
And that makes a huge difference in conversion rate.
Cognitive Load: Keep It Simple, Sell More
Think about it:
"$1/day" = simple
"$350/year" = wait, how much is that per month?... can I afford that?
When you make shoppers do math, you create friction.
And friction leads to indecision.
The easier the decision feels, the more likely they are to say YES.
This is the same principle behind why choice overload kills conversion rate →.
The Pain of Paying: Big Spends Feel... Painful
Brain scans show that spending money activates the pain center (the insula).
Big payments feel like a gut punch.
But breaking down that price into smaller, frequent amounts makes it feel easier—even if the total is the same.
So "$1 per day" doesn't just sound better. It feels better.
And in eCommerce, feeling is everything.
How to Apply This to Your Brand
Here's how to make your pricing feel more affordable—without changing it:
✅ Break large prices into daily or monthly terms
✅ Compare it to relatable items ("less than a cup of coffee")
✅ Offer payment plans to reduce sticker shock
✅ Use shoppable videos to boost emotional connection and reduce perceived risk
In fact, video content amplifies this effect even more. Why?
Because shoppers see real people, real usage, and real value—which justifies the price emotionally.
That's exactly why we built Tellos: to help Shopify brands show value with video, reduce uncertainty, and boost conversions.
🎬 Explore Tellos Shoppable Videos →
TL;DR - It's not the number. It's how you frame it.
🧠 Shoppers don't decide logically.
They decide emotionally—then justify it logically.
So if you're not selling as much as you should, check your pricing presentation, not just your pricing.
Frame your offer better and shoppers won't just tolerate the cost...
They'll believe it's worth every penny.