Charm Pricing
How GoPayLocal applies currency-aware charm pricing to make discounted prices look natural.
Charm pricing (also called psychological pricing) rounds discounted prices to numbers that feel natural and appealing to buyers. GoPayLocal applies charm pricing rules that are specific to each currency, so prices look like real local prices rather than awkward conversion results.
The Problem
Section titled “The Problem”Without charm pricing, a 30% discount on $99 for an Indian visitor produces:
$99 × 0.70 × 83 (FX rate) = ₹5,752.10₹5,752.10 doesn’t look like a real price. Real Indian prices look like ₹4,999 or ₹5,499.
How It Works
Section titled “How It Works”GoPayLocal’s charm pricing system:
- Calculates the raw discounted price (including FX conversion)
- Applies currency-specific rounding rules
- Adjusts to the nearest “charm” number
Currency Rules
Section titled “Currency Rules”USD, EUR, GBP, AUD, CAD (Western currencies)
Section titled “USD, EUR, GBP, AUD, CAD (Western currencies)”Round to .99:
| Raw Price | Charm Price |
|---|---|
| $68.50 | $67.99 |
| $42.17 | $41.99 |
| €58.30 | €57.99 |
| £34.75 | £34.99 |
INR (Indian Rupee)
Section titled “INR (Indian Rupee)”Round to X,X99:
| Raw Price | Charm Price |
|---|---|
| ₹5,752 | ₹5,499 |
| ₹1,583 | ₹1,499 |
| ₹8,234 | ₹7,999 |
| ₹423 | ₹399 |
JPY (Japanese Yen)
Section titled “JPY (Japanese Yen)”Round to X,999:
| Raw Price | Charm Price |
|---|---|
| ¥7,234 | ¥6,999 |
| ¥3,567 | ¥3,499 |
| ¥12,100 | ¥11,999 |
VND (Vietnamese Dong)
Section titled “VND (Vietnamese Dong)”Round to X99,999:
| Raw Price | Charm Price |
|---|---|
| ₫1,623,400 | ₫1,499,999 |
| ₫523,000 | ₫499,999 |
BRL (Brazilian Real)
Section titled “BRL (Brazilian Real)”Round to X.99 or X9.99:
| Raw Price | Charm Price |
|---|---|
| R$285.50 | R$279.99 |
| R$42.30 | R$39.99 |
KRW (South Korean Won)
Section titled “KRW (South Korean Won)”Round to X,900:
| Raw Price | Charm Price |
|---|---|
| ₩82,500 | ₩79,900 |
| ₩15,300 | ₩14,900 |
Configuration
Section titled “Configuration”Enable charm pricing in your campaign settings:
- Go to Dashboard > Campaign > Settings
- Toggle Charm Pricing on
- Select a strategy:
| Strategy | Description |
|---|---|
| Currency Aware (default) | Applies the rules above, specific to each currency |
| Always .99 | Rounds all currencies to .99 (or equivalent) |
| Round Down | Rounds down to the nearest whole number |
| Disabled | Shows exact calculated prices |
Interaction with Multi-Currency Display
Section titled “Interaction with Multi-Currency Display”Charm pricing and multi-currency work together:
- Calculate discount: $99 × 30% off = $69.30
- Convert to local currency: $69.30 × 83 INR/USD = ₹5,751.90
- Apply charm pricing: ₹5,751.90 → ₹5,499
- Display: “₹5,499” (instead of “$69.30” or “₹5,751.90”)
The result is a price that looks like it was set specifically for the Indian market.
Charm Pricing vs. Precision
Section titled “Charm Pricing vs. Precision”Charm pricing adjusts the final price slightly, which means the actual discount percentage may differ from the configured one:
| Base Price | Configured Discount | Raw Local Price | Charm Price | Effective Discount |
|---|---|---|---|---|
| $99 | 30% | ₹5,752 | ₹5,499 | 33.5% |
| $49 | 25% | ₹3,049 | ₹2,999 | 26.7% |
The difference is usually small (1-4 percentage points) and the conversion benefit of natural-looking prices outweighs the precision loss.