Noom Pricing Page

Noom is a weight loss app that creates personal diet programs for its users. When you sign up, you're taken through an 10-minute survey about your health history, goals, and beliefs. At the end of the survey, you get to this pricing page where you're asked what you'd like to pay for a 2-week trial, and your options are:

• $0
• $3
• $10
• $18.37

After the 2-week trial, you'll be charged $129 for a 4-month program.   What's great about it:

• You're guided towards a $10 "purchase" that's pre-selected when you hit the page
• Noom claims the survey process costs them $18.37 to run. This is clever because it adds a little bit of guilt pressure ("hey we're only asking for break-even") and it makes the other options look really cheap!
• They really do allow you to choose $0 for a free trial.
• They include a $3 option for people who want to pay something but aren't ready to fork over $10.

This is also a great tactic because people who pay for a service like this are more likely to follow through with it. The more they commit, the better their results will be after their trial, and the more likely they are to continue on to buy the $129 subscription.