Is 99 The New 7 (Online)?

7 replies
Hi Warriors!

With so much historical success pricing physical items at $X.99 (almost every store in business price their goods at $X.99)...

And so much success pricing digital products online at $7 ($7, $17, $27...$1997, etc.)

I was wondering if anyone ever sold a digital product for, say, $6.99 instead of $7...


$46.99 instead of $47 (you get the idea)...

I'm asking because I was thinking about charging $X.99 for my digital products...

Or $X.99 as a monthly membership fee...

I would love to hear any Warrior's opinions regarding this...

Thanks in advance and have a pleasant and productive week!

  • Profile picture of the author Robert Matthew
    Hey Pavon,

    About 5 months ago...I did some price testing. Multiple combinations, but I found having no cents (haha) the end did outperform $XX.XX about 70% of the time. This price testing was for digital products.

    You never know...test it out. Are you mailing your offer out to a list? If so, do a split mailing, test half with $XX.XX and the other with $XX

    See Ya!
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  • Profile picture of the author SeanSupplee
    as for sales pages Whole numbers work best $7 $17 and 7 always seems to be that little magic number 7 untold secrets yours for just $17 or 7 ways to build more traffic in under a hour Just always something rings about 7 however I do price other things on my membership site at not whole numbers in this case it sounds less expensive such as $9.95 I tend to go with the 95's and not the 99's Stores have been doing it for years just look at what they do and what works and copy it special coupons etc
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  • Profile picture of the author SirKhan
    .99 is sooo boring IMO, no one wants to see those anymore. So instead of 9.99 for your products go with $99 Kidding. I think the 7 and alike is a better solution nowadays.
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  • Profile picture of the author Mark .W. James
    Honestly, The numbers never affected me.
    If the product is something i like or want. I will buy it regardless of the last digit.
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  • Profile picture of the author Paul Hancox
    Hi Pavon

    One particular study on this showed that retailers generally tend to end their prices in .99 when they want to imply a cost saving / discount.

    This means that people are conditioned to subconsciously view a x.99 price in this manner, because so many retailers use it this way.

    So if your key unique selling point is how much you'll SAVE over others, then you could use .99.

    On the other hand, if you want to imply a PREMIUM product, then I would stay away from x.99.
    Signature - How to sell without "selling"
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  • Profile picture of the author Matt Bard
    I have a friend who uses those heatmap images to show how long someone is on your site and what they were looking at.

    Well we did a little experiment with numbers and split testing but at the end when we were about to end I suggested something totally off the wall.

    We took a sales page that does very good at $39.95 and also does pretty good at $47 and I wanted to throw a wrench in it and see what would happen.

    So I added a $42.93 and the conversions did not alter that greatly but what we did find out was that people were staying longer and looking at the price longer.

    The tracking showed that people stayed on the site about 12 seconds longer and the entire time just staring at that price.

    I could only think that because you really don't see that price on anything that they were looking at it trying to figure out "why that price"?

    So we will be doing some more testing soon and trying out a number of different numbers.

    $14.53, $13.79, $9.59, $5.59 (plays on the $9.95).

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  • Profile picture of the author kdsm100
    Matt, I love the heat map story - $42.93 would probably make most people linger just wondering if it was a typo!

    I'm looking forward to your testing and responses. I've been in Direct Mail for 21 years and it's much harder to test a small price change effect.

    Hope to see your results posted - what you expect isn't always the way people respond, that's for sure!
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