Easyjet’s new Pricing Tactics
Breaking the rules of “expected” pricing display. Have a closer look at this Easyjet upselling page.
We’re so used to seeing the “middle price in the middle” that our brain almost instinctively expects the mid-box to be the one with the intermediate price. But … it is not!
A few “tactics” used here:
✅ The use of “recommended” / “most common” tag, to capture more “peace of mind” traffic (if it’s recommended, can it be that bad?). A simple recommended tag can boost the take rate of a 2-digit %!
✅ The “highest price” is more prominent and likely to be selected, yet with a lower option for the most attentive/cost-sensitive ones
✅ Scarcity and urgency feeling. “Limited availability” in bold in the prominent option, just to urge the customer to follow their instinct and “click fast”, rather than rationally.
On top of these UX/Pricing tactics, more on a strategic level Easyjet seems to change the game (once again) and go full-pool into a strong upselling strategy, with the Baggage fees being the main ingredient.
What do you think? Effective pricing tactics… or on the edge to (un)fairness pricing?
Ps. I don’t know you, but I will travel very light this time 🤣
My name is Salva, I am a product exec and Senior Partner at Reasonable Product, a boutique Product Advisory Firm.
I write about product pricing, e-commerce/marketplaces, subscription models, and modern product organizations. I mainly engage and work in tech products, including SaaS, Marketplaces, and IoT (Hardware + Software).
My superpower is to move between ambiguity (as in creativity, innovation, opportunity, and ‘thinking out of the box’) and structure (as in ‘getting things done’ and getting real impact).
I am firmly convinced that you can help others only if you have lived the same challenges: I have been lucky enough to practice product leadership in companies of different sizes and with different product maturity. Doing product right is hard: I felt the pain myself and developed my methods to get to efficient product teams that produce meaningful work.