A used car listed at $4,998 feels more researched than one at $5,000. Same with e-commerce. $47 feels calculated. $50 feels arbitrary.
Richard Shotton’s precision principle. Precise numbers imply measurement and justification. Round numbers feel like guesses or maximised margins. The brain trusts specificity.
A B2B software company changed pricing from $100/month to $97/month. No discount messaging. Just the number.
Conversion rate increased 11%. Customers perceived the price as more “fair” in post-purchase surveys. Same ballpark, different perception.
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