Terrific article from the guys at 37Signals about their design decisions for the Highrise signup chart. They also shed some light on how signup increased in a particular plan as a result of suggesting it via design detail. Dell has been doing this for a long time. They always have the “Dell recommended” option. It probably sees the most clicks from average users.
One particular thing they don’t mention, but I have noticed repeatedly in different subscription based apps is that they put the most expensive plan on the left side. It seems to be a “Shock and Awe” experience: First surprise the potential customer with the highest possible price, then let them discover a much reasonably priced plan on the right and make them feel like they’ve found a great deal!
(Link 37Signals)
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