People rarely judge a price on its own, they usually compare it with whatever’s nearby. A $99 plan can feel pricey when it’s the most expensive thing on the page, but reasonable when it sits next to a $299 plan.
This effect is called anchoring. Showing a higher-priced plan alongside your main plan can make the main one look like the sensible choice. For this to work, the higher plan also needs to have significantly more features than the basic plan. For example, many “Pro” software plans have everything “Enterprise” plans have except for company-wide sign-on, a dedicated account rep, and custom integrations. This makes it perfect for solo-founder businesses or power users that view the basic option as too limiting.
Be careful however when designing this because if the most expensive plan exists only to make the others look cheap, people can often tell, and it may hurt their trust in the rest of your pricing.
