Prices the ladder by how much of the work you hand over
Why it converts
Under an eyebrow reading PRICING, the section is “Choose How Much Help You Want,” subtitled “Free to start. Build it yourself, or hand the editing to us.” The cheapest rung has you “Collect video messages, edit clips, and build your montage yourself”; the Concierge rung is “We handle the hard part: reviewing, editing, and polishing your clips into a finished group video gift.” Same deliverable, different hands on it. All thirteen FAQ questions belong to the organiser rather than the recipient: how to invite people, how to chase the ones who have not filed, when you get charged.
What to steal
When the real cost is the work, sell the work. A ladder priced by effort removed is instantly legible to somebody who already suspects this is going to be a hassle, and it lets the bottom rung be genuinely free without cheapening the thing. Watch the third rung though: it adds a physical Video Book rather than more help, so the row stops being one idea, and in the capture the prices no longer ascend from left to right: the middle card is the dearest and carries the BEST VALUE badge.
As captured Aug 2026 · the live page may have changed or been removed — tribute.co ↗
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