“what we tried and succeeded was actually sort of like a monthly plan anchoring So we essentially added like a small line next to our sort of yearly plan which says like that that price is equivalent of I like 10 $10 $10 a month”

Show the per-month equivalent to anchor annual as a deal

Adding a single line showing the annual plan as its monthly equivalent next to a higher standalone monthly price drove a 10% lift in the US and 30-40% in Latin America. Michal attributes the outsized LatAm effect to lower purchasing power: when users see a monthly cost comparison, it feels far more affordable. The same anchoring mechanism works everywhere, but its magnitude scales with price sensitivity in the market.