Noom Pricing Page

Noom’s pricing page is a masterclass in gentle persuasion. After a long onboarding quiz, users hit a screen letting them “pay what they want” for a two-week trial. The twist? The $10 option is pre-selected, framed as the “most popular,” and positioned next to an oddly specific $18.37 “cost to pay our team.”

Why It Works

• Anchors the value at $18.37 so $10 feels cheap.
• Adds moral pressure (“we’re just covering costs”).
• Pre-selects the mid-tier to guide clicks.
• Offers a free choice, but subtly shames it.
• Builds commitment—paying users are more invested.

Real-World Uses

• Pay-what-you-want coffee shops: average payments 2–3x higher when reasons are given.
• Radiohead’s In Rainbows release: average fan paid $6 even though $0 was allowed.
• Wikipedia’s donation prompts using guilt + social proof.