Psychological pricing influences e-commerce conversions by strategically using price points to affect consumer perception. Techniques such as setting prices slightly below a round number (e.g., $9.99 instead of $10) exploit the human tendency to perceive these prices as significantly lower. Additionally, using charm pricing, discounts, and promotional offers can create a sense of urgency or exceptional value, encouraging consumers to purchase. By understanding psychological triggers, e-commerce businesses can optimize pricing strategies to enhance sales conversions.