Prices Ending in ".99" Convert Better

A table with two columns and six rows displaying prices and their corresponding conversion rates. The left column shows prices ending in .99 with generally higher conversion rates, while the right column shows whole number prices with generally lower conversion rates. Each price-conversion rate pair is highlighted in a green box.

2 min. read
Trevin Shirey

VP of Marketing
Trevin serves as the VP of Marketing at WebFX. He has worked on over 450 marketing campaigns and has been building websites for over 25 years. His work has been featured by Search Engine Land, USA Today, Fast Company and Inc.

Their findings?

Prices ending in “.99” had noticeably better conversion rates — as much as +117% better in one case.

Gumroad said:

“Across the board, prices ending in .99 have higher conversion rates than prices ending in one cent higher.”

Here’s Gumroad’s comparison table from their write-up displaying the results of their analysis:

Are you an app developer selling in the App Store? Or maybe you’re working on a premium icon set, WordPress theme or e-book to bolster your income. This info might help you come up with a good price.

Read the entire report and their theory on why prices ending “.99” convert better in the Gumroad blog post called A Penny Saved: Psychological Pricing.

Trevin serves as the VP of Marketing at WebFX. He has worked on over 450 marketing campaigns and has been building websites for over 25 years. His work has been featured by Search Engine Land, USA Today, Fast Company and Inc.
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