Myth five – consumers are essentially rational

2.81% increase in conversions from 1 cent decrease in price There is absolutely nothing new in research that has found that a 1 cent decrease in a price from $2.00 to $1.99 can increase conversion rates from 2.39% to 5.2%.It might be more surprising that other studies have found that: $1499 outsells $1,499 $15 plus…

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