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The Power of 9, 9, 9…Prices ending in 99

Buying a Used Car Online recently featured a study titled “How to Convert Used Car Shoppers to Buyers”. It was an interesting reading to say the least, and I give a tip of the hat to their market-based analytic study based on multiple markets. One section I found extremely interesting was investigating what difference it made for Internet used car shoppers in how prices end – that is 0 versus 9, or as their research conveyed, the power of 00 versus 99 and 000 versus 999. 9 alone had no significance for preference, but “prices that end in ‘99’ vs. ‘00’ showed a 16% lift in SRP-to-VDP conversion. Prices that end in ‘999’ performed 9% better than those ending in ‘000’.” To me this is an example of how Internet advertising is evolving in terms of refinement to reach more customers.

John Paul Strong

John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.

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