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My thinking is that from every 1,000,000 uniques it's $400k extra income for every 1% we can improve the ratio. So when changing .99 to .94 makes users think 3% less about math and 3% more with their dick, then it's an extra $1.2M in the bank.
The using obscure amounts to avoid detection on bank statements factor is also something I pondered - .99 .95 on statements would stand out as single item web (membership) payments... **.27 would be more obscure and could result in an extra month of unnoticed member retention.
Hence obscure price ending that causes an extra month of retention would result for average member retention a 20-30% extra which is 5-10 times more $ than any price ending would result from increases conversion. Agreed?
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