Set the Correct Prices in Your Online Store.

The perfect prices in your shop

There are quite simple ways to ensure a bit more turnover in your store.

I’ve tried to outline some tips for you here.

Ditch the Numbers

In most webshops, many still choose to display prices like 199.95 DKK instead of opting for the shorter models, such as 200 DKK or 199 DKK, which are significantly more readable.

The advantage is that a price with only three digits instead of five unconsciously appears cheaper to most people.

Perhaps you should consider whether your prices are set up correctly – take a look at these figures. What actually looks better?

199.95 kr
199 kr

But whether they should ever end with a 9 is something I can strongly disagree with. I see these figures as 200 – as hefty numbers that feel quite expensive and that you’d probably prefer to avoid 🙂

227 kr

Looks much better in my eyes!

Numbers of Joy and "Stop" Figures

A couple of years ago, I had a conversation with Jacob Handberg from – and that’s where I learned about “joy numbers” and “stop numbers.” If you want to learn more one-on-one, reach out to Jacob through

Joy Numbers

Several of us have specific numbers that feel happy – most actually have the lucky number 7, and many consider 777 as the opposite of 666 (the mark of the beast/Satan).

Therefore, all numbers that END in 7 (most often) are considered happy numbers – but do read below about the round numbers as well. An example could be setting your price at 147 DKK instead of 150 DKK. Try it out. Or 427 DKK instead of 399 DKK.

What often happens when people see a price ending in 427 DKK is that they think, “Strange number” instead of “IT’S EXPENSIVE.”

At Modified Solutions and avecdo, all prices therefore end in 7. It actually works really well for us.

I’ve also tried it at my wife Berit’s dog salon, where people sometimes thought it was expensive when a dog cost 600 DKK or 1200 DKK to be groomed. After a suggestion, Berit adjusted the prices to 627 and 1247 DKK for these dogs.

This led customers to think:

  • Those are some strange prices…
  • Oh, I’ll get a lot of coins back – I’ll just pay with mobile pay instead.

Instead of thinking “That was expensive.”

In fact, everyone stopped complaining about the price, and instead, they complained about the odd pricing.

Furthermore, many more chose to use mobile pay, so she didn’t have to spend much time counting the cash. A total win all the way through!

"Stop" Figures

Exists instead at the beginning of the number…
A “stop number,” for example, is 349 DKK – as soon as there’s a three at the start, very few people will consider buying this item. Instead, they opt for something cheaper or a different price elsewhere.

After several attempts, I discovered that it doesn’t matter if you write 347 or 367 or 327. That is, with the “happy number” at the end. It’s better to write 427 DKK for a price that used to be 349 DKK.


  • The more happy numbers grouped together, the better. 477 is better than 467 DKK.
  • The larger your number is, the more happy numbers you can use together, and it works.
  • A number with digits is useless in today’s Denmark, where a krone is gradually losing its value.
  • Avoid having 3 at the beginning of a price if possible.
  • Customers have learned that if you write 199, you mean 200, and if you have 200, it’s one or two bills out of the pocket.
  • Happy numbers work better if you place them away from multiples of 100 or 1000, so an example could be… (Skipping 417 – too close to 100s) 427, 447 (skipping the stop number 437), 457, 467, 477, 487 (and skipping 497 – too close to 100s).

No concrete evidence, but I have tested these strategies, and they have proven effective in both a dog salon, our development pricing at Modified, avecdo’s pricing, and with several webshop customers at Modified, yielding positive results.

Overall, it has generated additional sales of several thousand kroner – perhaps because the customers become happier? It’s definitely worth a try, isn’t it? 🙂


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