the odd pricing effect
Prices ending in 9 (e.g., $19, $29, $49) consistently outperform round numbers in A/B tests. Buyers perceive $19 as significantly less than $20, even though the difference is 5%. This is called the "left-digit effect."
the $19 sweet spot for digital downloads
$19 is the dominant price point for mid-tier digital products for a reason: it's below the $20 psychological barrier, clearly above "impulse buy" territory, and signals that the product has real value. It's also below the threshold where most buyers feel they need to "think about it."
price anchoring with tiers
Tier 1: Basic — $19 (the target)
Tier 2: Pro — $39 (anchor — makes $19 look like a deal)
Tier 3: Team — $79 (rarely purchased, but validates the Pro tier)Even if 90% of buyers choose the Basic tier, the higher tiers make it look like the rational, affordable choice.
when to go higher
Products that save significant time or money can justify $49–$99. The benchmark: if your product saves 5 hours of work and the buyer values their time at $30/hour, pricing at $49 is still rational. Make this calculation explicit in your product copy.
discounts and urgency
Running a 20% sale on a $24 product to $19.20 performs worse than simply pricing at $19 to begin with. Clean prices convert better than discounted ones with awkward cents. Use round-number discounts from round-number list prices.