This is a very broad question, I have read that it takes same efforts to convert $5 & $10. In that case how much does .99 help in today's online services.

It can have different results for business products and consumer products. I find .99 little messy and feel somebody who is ready to buy is not looking for 1cent discount.

However I can be wrong in many ways, does anybody have conversion metrics taken recently? - What are the pros and cons? - How is it different for consumer and business pricing? - Who are the target audiences who will be affected by this change?