Before any mention of price, the site simply asked me to enter my email if I wanted to join the community.
I liked the idea. So I entered my email. And so on some level I committed to the idea of joining their community.
It was at this point when they mentioned that an annual subscription costs $299. Wow. But luckily, the 7-day trial was just $1. An absolute steal right?
This is an example of price anchoring. The high price creates a perception of high value in the mind of the potential customer. It makes the $1 trial feel like a no-brainer deal.
Then to top it off, this trial offer was only valid for 8 minutes. A big countdown timer made me very aware of that. This manufactured fear of missing this deal. So I was forced to stop overthinking it and make a decision a lot quicker.
From here, it’s up to Trends.co to prove their value before the trial period runs out. If they successfully do so, there’s very little friction for a trial customer to become a full customer. Since the credit card is automatically charged for the yearly fee after the trial, they defer customers ever really making a true purchasing decision.