Ever stared at a pricing table so crowded you needed a coffee before picking a plan? 😵‍💫 The more you scrolled, the less sure you felt—until you bailed and told yourself you'd "decide later."

We've all been there, and that hesitation kills sales. Let's fix it.

💡 This week's 80/20 rule – Offer fewer prices, make more money.

Specifically: scrap your cheapest or middle-tier plan so customers choose faster and buy with confidence.

In other words, trimming just one tier can unclog brains, shorten sales cycles, and lift conversions without building a single new feature.

🧠 Our brains love clarity and hate unnecessary math. When confronted with too many options we hit "decision paralysis," a well-documented effect first popularized by the famous jam experiment where 24 flavors produced 90% fewer purchases than six.

Here's what's happening under the hood:

Cognitive load skyrockets. Each extra plan forces shoppers to juggle price, features, and FOMO. MRI studies show the prefrontal cortex actually tires out, pushing people to avoid the decision altogether.

Decision fatigue sets in. After a handful of choices, System 2 (the logical brain) taps out and System 1 grabs the wheel. That's when prospects either pick at random, default to the status-quo, or just leave.

For most companies, 80% of revenue comes from 20% of plans. Killing the distraction tiers frees attention for the ones that already pay the bills.

Bottom line: fewer choices = faster, happier buying decisions—an effortless revenue lever hiding in plain sight.

🎬 Netflix – When the streamer axed its ad-free Basic tier in many markets, subscribers funneled into either the ad-supported plan or higher-priced Standard. Early results showed a healthy lift in ARPU without a churn spike.

📊 New Relic – The observability platform collapsed 13 à-la-carte products into one usage-based plan plus a generous free tier. The simpler menu sparked a surge in self-serve sign-ups and double-digit NRR growth.

📈 HubSpot – After hearing "your pricing is confusing," HubSpot unified its Hubs and trimmed overlapping bundles. The switch sped up sales cycles and unlocked multi-product adoption across 100k+ new customers.

🛍️ Shopify – Sticks to just Basic, Shopify, and Advanced. No nickel-and-dime micro-tiers; merchants instantly see where they fit, supporting industry-leading checkout conversion rates.

Audit your funnel

List each package, its close rate, average deal size, and support hours. You'll likely spot one tier that sells rarely but generates mountains of hand-holding.

Pick the tier to cut

If you sell mostly mid- and top-shelf retainers, drop the bargain-basement plan. If enterprise deals dominate, consider merging the mid-tier into your entry offer.

Reframe value, don't just delete

Bundle the must-have items from the retired tier into the next plan up. Phrase it as "simplified packages" or "now with more included."

Communicate early

Email existing clients 30–60 days ahead. Grandfather their current rate or offer a loyalty upgrade discount to avoid churn.

Start with shipping

Complexity often hides here. Offer one flat rate or free-over-X threshold and scrap the seldom-chosen economy tier.

Bundle variants

Instead of five subscription sizes (S, M, L, XL, XXL coffee bags), test three: Starter, Everyday, and Family. Use weight-based upsells inside the cart, not on the pricing grid.

Kill the "cheap decoy"

If 5% of buyers pick the lowest SKU but it clutters your PDP, remove or hide it behind a "view more options" link.

Leverage anchors

Keep a hero mid-tier that's priced to look irresistible next to the premium. With the ultra-low tier gone, average order value climbs naturally.

Use urgency nudges, not more choices

Countdown timers or limited-edition colors create momentum without bloating the catalog.

Whether you sell consulting hours or custom sneakers, the playbook is the same: spotlight the plans that serve you and your customers best, and let the rest fade away.

1️⃣ Trim one pricing tier (cheapest or middle) to cut cognitive clutter.

2️⃣ Spotlight the remaining options with clear, side-by-side benefits.

3️⃣ Test, communicate, and train—then watch conversions climb.

🔁 Bonus tip: Revisit your pricing grid every six months. If a tier slips below 10% of sales or drags support time above benchmarks, it's a prime candidate for the next 80/20 cleanup.

🔍 For this week's website review, let's look at Thesus Outdoors. Thesus is a sustainable footwear company from North America that creates boots and shoes from natural and recycled materials. 

💡 The Good:

Brilliant Environmental Positioning: This is their superpower—quantifying sustainability impact with concrete numbers like "1-2 kg of waste diverted" and "20kg CO2 reduced" per pair. This approach builds credibility with eco-conscious consumers who are skeptical of greenwashing while justifying premium pricing through measurable environmental benefits.

Smart Visual Merchandising: The clean, minimalist aesthetic with high-quality lifestyle photography showcases boots in natural settings without visual overwhelm. The earthy color palette perfectly aligns with their outdoor positioning, creating visual consistency between brand values and design choices that feels authentic rather than forced.

Clear Value Proposition Communication: The "#ZeroWaste" messaging combined with "Get Them Before They're Gone!" creates urgency while reinforcing sustainability commitment. They've mastered the balance between environmental advocacy and commercial appeal without sounding preachy or sacrificing style for sustainability.

🔧 Suggestions:

Enhanced Product Discovery: Adding advanced filtering by materials, sustainability metrics, or use cases would help customers find their perfect boot match. Consider implementing visual search or comparison tools that highlight the environmental benefits of different materials and construction methods.

Deeper Sustainability Storytelling: The site could benefit from more prominent navigation to educational content about manufacturing processes and supply chain transparency. A dedicated "Impact" section with detailed certifications and behind-the-scenes content would strengthen the sustainability positioning and justify premium pricing.

See you next time for another simple, high-impact strategy!

The LOGO Editorial Team