Why it works: Instead of overwhelming shoppers with a big total, Hims anchors the decision around a simple monthly number. “£33/mo” feels far lighter than the full £198 six-month price. Especially when paired with a visible crossed-out “£41/mo” and a clear savings badge.
This kind of price framing taps into the same psychology as daily pricing: reduce the perceived burden and highlight the value of committing longer.
In our experience: Showing the daily or monthly cost and a multi-month discount consistently lowers friction, boosts prepaid revenue, and nudges shoppers toward the higher-AOV option.
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