“We reordered them so we made family as a default subscription — and then when we reordered both started selling more and the one that went below the personal one it actually started selling a lot more.”

Put the more expensive plan first — price anchoring lifted both tiers

When Microsoft reordered its Microsoft 365 paywall to show the $9.99 family plan above the $6.99 personal plan, conversion increased for both tiers. The expensive anchor makes the cheaper option feel like a bargain — users "downgrade" to personal but still convert. Like walking into a Louis Vuitton store and buying the tie: the anchor triggered the purchase.