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Pricing digital products and bundles can feel daunting. These pricing benchmarks are based on 15 years in the creator economy. Here’s how to price digital products effectively in 6 simple steps.

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Understand the 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.

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Package 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.

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Calculate 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.

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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: 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.

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Choose a price

Consider the 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 top-performing creators priced their digital products and bundles: Pricing benchmarks 1 Pricing benchmarks 2 Pricing benchmarks 3 Pricing benchmarks 4 Pricing benchmarks 5 Pricing benchmarks 6 Charts show price ranges from the 25th to 75th percentile over the last three years.

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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.

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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.