Gumroad, a selling platform for digital products, did a conversion rate analysis of products being sold on their platform. They compared the conversion rates of products priced at whole numbers (e.g. $2) versus products being sold a penny less (e.g. $1.99).

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.


Jacob Gube is the co-founder of Design Instruct. Join him on Twitter @sixrevisions