Hi {{given_name}},

Ever wonder why $99 feels like a steal…but $100 feels like a splurge? Even though it’s just one tiny dollar?

💡This week’s 80/20 rule – Use charm pricing: prices that end in .99 or .95.

It’s one of the oldest tricks in the book—but it works. And it takes less than five minutes to apply across your business.

Let’s break down how this small pricing nudge can lead to bigger conversions, happier customers, and more money in your pocket—all without changing anything else.

Spoiler: it’s not about being sneaky. It’s about how our brains are wired.

🧠 When people see $99, they don’t just think “one dollar less than $100.” They think “ninety-something”—and that feels cheaper.

This is called the left-digit effect. Basically, we read numbers from left to right. So when that left digit drops (from 100 to 99), our brains go: ooh, that’s a deal.

Here’s a fun stat: One study found that charm pricing (like $39 instead of $40) outsold both $34 and $44 for the same product. Yep—$39 even beat the lower price of $34.

Why? Because .99 pricing doesn’t just look cheaper—it feels like a better value.

And it’s not just academic. Real-world businesses have tested this for decades and on average have seen up to 24% more sales just by rounding prices down slightly.

So even though it’s just a $1 drop, that small change can:

Best part? It’s totally free to try.

You’ll spot charm pricing just about everywhere once you start looking.

🛒 Walmart – Known for prices like $4.97 or $19.88. These oddball numbers signal that you’re getting the absolute lowest possible price.

🧼 Dollar Shave Club – Their $9.99 starter set is a classic charm-price offer. Looks great. Feels affordable. Moves product.

💻 Apple – Even Apple, which sells premium products, has used $999 instead of $1,000 for their iPhones. That left-digit drop makes it slightly less jaw-dropping.

⛽ Gas stations – Gas is almost always priced like $3.99 9/10 per gallon. That little .9 isn’t there by accident—it’s pure psychology.

📚 Bookstores, cafes, Etsy shops, and subscription boxes all lean into this too. From $14.99 eBooks to $29.95 coffee bundles, charm pricing is one of the most widespread pricing moves in business—for good reason.

It works across industries because it's simple and universally effective.

Ready to roll it out? Whether you're selling services or products, here's how to do it with minimal fuss:

Instead of quoting:

If you list prices on your site or proposals, those little tweaks can help clients feel like they’re getting more value—without you losing much at all.

📣 Pro tip: Use charm pricing for intro offers or starter packages to lower the friction for first-time clients. A “First Session – $49” feels way more approachable than “$50.”

Just be mindful of your brand vibe. If you’re going for luxury or high-end, clean round numbers might actually work better (like $300/hour). But for most service businesses, charm pricing makes you more approachable and accessible.

This one’s a no-brainer.

Go through your product catalog and spot any clean numbers like:

Then, adjust them slightly down:

✨ Even digital products benefit from this. Ebooks, templates, online courses—they all feel more affordable when they’re under a “price cliff.”

Also, if you show original prices and sale prices, charm pricing can make discounts feel deeper:

💬 Bonus tip: Stay consistent. If most of your items end in .99 or .95, make them all follow that pattern. It looks more intentional and professional.

To recap, here are the steps to apply this 80/20 rule to your site:

1️⃣ Audit your prices – Look for any $X.00 numbers

2️⃣ Drop them down – Aim for .99, .95, or .97 endings

3️⃣ Keep it consistent – Across your whole store or service menu

4️⃣ Test it – Try charm pricing on one product or offer and see what happens

5️⃣ Combine it with good design – A bold “Now $49.99” on a product page does wonders

A few cents might not sound like much—but the results speak for themselves. More sales, better perceived value, and zero marketing spend required.

🔎 For this week’s website review, let’s look at Beardbrand. Beardbrand is an e-commerce company specializing in premium men's grooming products, particularly for beard care. They offer a range of oils, balms, washes, styling products, and tools, focusing on high-quality ingredients and sophisticated fragrances.

💡 The Good:

🔧 Suggestions:

Have a website you want reviewed?

Reply and let us know—we’d love to take a look!

Here’s some great reading if you want to dive deeper:

See you next time for another simple, high-impact strategy!

The LOGO Editorial Team