User feedback suggests a few "hidden" strategies to nudge the price down further:

Opting for an annual suite is often cheaper than monthly budgeting. Plans can start as low as $2.92/month (billed annually) for the Standard Suite.

“Try the 'cart abandonment' tactic: add WinZip to your cart and leave the site; they may send you a follow-up email with a discount to finish the purchase.” Groupon