Only $9.99?

I'm not a pricing expert, but the $9.99 (or $19.99 for that matter) pricing strategy is looking old to me. This guys say it works well. I say change the rules. If you are selling to a “smart” market, the $9.99 might even sound insulting. This can also be true in general for some cultures. So stop insulting your customers. Start respecting them, show them you know better. They are smart and they will appreciate that. Develop trust. Differentiate yourself.

How does a "Simply $10" sound instead of "Only $9.99"? Doesn't the first one sound more honest, fresher, uncluttered and more stylish? Aren't you tired of reading $9.99? If you were the customer, which one would you prefer? Do you really care about that penny? Are you really tricked into thinking it is less than $10 with the first one? I bet nowadays even your unconscious mind ain't buying. Change your strategy, give it a try, see what happens. Don't forget to measure and compare conversion rates.

Oh ... and also, with all those extra pennies, you could implement something else. For example, you could add a simple “win a free gift :-)” big, green and fun button with a fancy sound and display at the check out and give away a little something (personalized with your brand?) every 10 or 100 customers. Now that's something your customers will remember and may talk about.

P.S.: Here is a short review of the different marketing pricing strategies and concepts.