Price perception: why visitors think you're expensive, even when you're not

Your price is competitive, maybe even the lowest in your market. Yet visitors drop off feeling like you're expensive, and your A/B test doesn't tell you why. Dante van der Pijl analyzed fourteen customer journey studies and reveals six pricing mistakes that keep coming back, who's getting it right, and what you can adjust right away.

About this masterclass

Price perception isn't just about the number on your page. Visitors form their judgment long before they see the price. How you build your proposition, what you show and don't show, and how you position yourself against competitors all determine whether something feels expensive or valuable. That's why you can be the cheapest and still lose customers to a pricier competitor.

Across fourteen digital customer journey studies, WUA saw the same patterns surface again and again. In this masterclass, Dante shares what those studies reveal, with concrete examples of brands that communicate price smartly. He also looks at the blind spot of A/B testing: you see which variant converts better, but not why visitors hesitate. That insight is exactly what you need to truly optimize your customer journey.

What you'll learn

• Why visitors think you're expensive, even when you're the cheapest. You'll discover which signals in your customer journey shape price perception, even before the price comes into view.
• What your A/B test doesn't show about your price, and what to measure alongside it. You'll learn how to complement quantitative test data with insight into the why, so your decisions aren't left to chance.
• Six pricing mistakes we kept encountering across fourteen studies, and who's getting it right. Recognizable pitfalls, with examples that show how it can be done better.

Who it's for

This masterclass is for anyone responsible for the digital customer journey and conversion. Think marketers, e-commerce managers, CRO specialists, product owners, and digital managers. Do you work in a market where customers easily compare prices, like retail, energy, telecom, insurance, finance, or travel? Then you'll recognize a lot of what Dante shows. You'll walk away with concrete insights you can apply directly to your own pricing and product pages.