Is this an Indie book?
I'm not sure about this publisher, never heard of them. At best, it is a very small press. Either way, $10.99 is beyond out of this stratosphere pricing for the book. Top NYT Bestsellers can command $10.99. New authors trying to build and audience need to be more realistic.
I'd suggest you contact this author and have her read through JA Konrath's blog on eBook pricing or at least talk to some fellow authors who are succeeding in book promotion.