We know that pricing your digital products and bundles can feel daunting. So, we put together a quick guide and included pricing benchmarks based on our 15 years in the creator economy.
Here’s how to price your digital products effectively in 6 simple steps.
In this article:
- Step 1: Understand Your Market
- Step 2: Package Your Products
- Step 3: Calculate Your Costs
- Step 4: Choose a Pricing Strategy
- Step 5: Choose a Price
- Step 6: Test and Iterate
- Final Thoughts
Step 1: Understand Your Market
Start by researching similar digital products in your niche. Identify:
- Common price points
- Pricing strategies (one-time fee, subscriptions, payment plans, bundles etc.)
- Value propositions offered
Understanding your market provides benchmarks and helps position your products effectively.
Step 2: Package Your Products
How you present your digital products has a big impact on how your audience perceives their value. Packaging helps you meet customers where they are, whether they are just getting started or ready to go all in.
- Individual Products: Offer your products separately to give customers flexibility and a lower entry point. This works well for specific, focused content like standalone courses or downloads. You can also use a cart-style checkout to let customers browse and purchase multiple individual products in one transaction.
- Bundles: Create thoughtfully grouped product bundles that offer a complete experience or solve a bigger problem. These curated offers will increase perceived value and can encourage customers to spend more. For example, pairing a course with coaching and a community can create a more immersive and supportive learning journey and increase the value of your overall offering.
Consider your customer journey and package your products in a way that encourages them to deepen their commitment over time.
Step 3: Calculate Your Costs
Ensure you're covering your costs and earning a profit. Consider:
- Time spent creating, managing, and updating your products
- Marketing expenses
- Delivery expenses
- Additional resources provided (downloads, community access, personalized support)
Factor these costs into your pricing strategy to ensure profitability and the long-term sustainability of your business.
Step 4: Choose a Pricing Strategy
Consider various pricing approaches:
-
One-Time: Customers pay a single upfront fee for permanent access to your digital product
- Try Kajabi’s buy now pay later options (AfterPay & Klarna) to offer your customers the flexibility of a payment plan while you get all of the money right up front
- Subscription: Customers pay regularly (annually, monthly (most common), or weekly) for ongoing access (consistent recurring revenue)
- Payment Plan (i.e. Multiple Payment): Customers can split the total cost of your product into manageable installments, lowering the financial barrier
Evaluate which strategy aligns best with your audience and digital products.
Step 5: Choose a Price
Consider your product’s value proposition, audience, and selected pricing strategies and evaluate a price.
Creators have earned over $9 billion selling digital products on Kajabi. Here’s how our top-performing creators priced their digital products and bundles*:
*Charts show price ranges from the 25th to 75th percentile over the last three years.
Step 6: Test and Iterate
Pricing isn't a one-time decision:
- Start with an introductory or beta price:
- Try Pay What You Want and set a minimum price to see if your customers are willing to pay more
- Try Pop-Up Checkout to offer multiple prices, pricing strategies (e.g., one-time, subscriptions & payment plans), and bundles on the same page
- Adjust pricing based on data and response rates
Continuous testing ensures your pricing remains competitive and attractive.
Final Thoughts
Effective pricing balances perceived value, market standards, and profitability. With thoughtful research, strategic positioning, and a willingness to adapt, you can confidently set prices that reflect your digital products' true worth—and maximize your earning potential on Kajabi.
And that’s How to Price Your Digital Product or Bundle: A Step-by-Step Guide! Please vote below and let us know if you found this article helpful. We value your feedback. Thanks for being the best part of Kajabi!