"Double your price, you'll roughly halve your (new) customers" Absolutely not true. I've experimented with dropping prices by half and got a barely noticable

"Double your price, you'll roughly halve your (new) customers" Absolutely not true. I've experimented with dropping prices by half and got a barely noticable uptick in customers. I've also bumped prices by 20% and had conversion actually increase slightly. Pricing psychology is way more complex than that.