This all depends on the audience. Our tests have shown if you are a B2E company or you have a higher priced good, CEO/President/Some Official Sounding Title makes more sense. But if you are aiming toward the consumer market or small businesses, Owner typically sells better.
We tested this out on the "Agency" vs "Basic" and "Pro" plans for Linklicious.
Very good point as I personally hate, hate, hate the term CEO in business smaller than 20 employees. Founder is also a bit pretentious, owner sounds like "I own this, you can use it, but I own it!" In the U.K. we use Managing Director, which is very uptight. I don't know. It's almost never beneficial (above a certain package price) to be overly open about something being a side-project, or small operation (one man especially)—but I also believe it's very wrong (and usually very telling) to act like there's six offices around the world.
Tough line, I have a proper company, and under this entity, all side projects are run, so that keeps it mostly okay to say CEO. I happily open up a bit if people get curious though, usually in the many emails people send over the months.
We tested this out on the "Agency" vs "Basic" and "Pro" plans for Linklicious.