💡 Don't use .99 for annual plans

Three competitors, same insight.

Hello Friends 👋,

When I doing the research for 7 pricing insights, one payment page stood out in particular: Walmart.

Walmart uses a decimal point for the monthly plan ($12.95) and not for the annual plan($98) to make the annual plan look less intimidating.

I stood there and tried to squeeze my brain where I had seen this pattern before. I drew blank. It all came back rushing in a zen moment in the shower. It was the other food delivery companies: Doordash and Instacart 🥹.

It's quite captivating to notice that three competing companies, all operating within the same market, have arrived at a similar decision: to omit decimal points from the pricing of their annual plans.

As the saying goes, once is an accident, twice is a coincidence, and three times is a pattern

Remember, this is just an observation. Test everything 😁.

Until next week,
Ali Abouelatta