How to Price Your Digital Product or Bundle: A Step-by-Step Guide

Pricing a digital product or bundle means assigning a number that matches the result someone expects to get, the effort required to deliver it, and the type of buyer it is built for.

This guide walks through exactly how to do that.

Step 1: Write down the single result the buyer is paying for

Do not price based on content volume.

Price based on the result.

Examples of results:

• Launch a coaching offer

• Build a sales page

• Set up email automations

• Organize a membership structure

• Replace multiple tools with one system

If you cannot describe the result in one sentence, the product is not ready to be priced.

Step 2: Identify whether the product removes confusion or saves time

Most digital products fall into one of two categories.

Confusion-removal products

• Explain what to do

• Provide frameworks or guidance

• Reduce uncertainty

These usually price lower.

Time-saving products

• Provide templates, walkthroughs, or exact steps

• Reduce trial and error

• Speed up execution

These support higher pricing.

A product that does both can be priced higher than one that only explains.

Step 3: Classify the product by effort required from the buyer

Buyer effort affects price tolerance.

Low buyer effort:

• Watch or read

• Follow instructions

• Apply independently

Moderate buyer effort:

• Implement over time

• Make decisions

• Customize for their situation

Higher buyer effort requires stronger outcomes or support to justify price.

Step 4: Decide whether this is a product or a bundle

A single product:

• Solves one defined problem

• Can be completed independently

• Does not require additional pieces to work

A bundle:

• Solves a problem that spans multiple steps

• Combines resources that work together

• Replaces the need for other tools or training

Bundles are priced based on what they replace, not how many items they include.

Step 5: Assign a pricing range based on product type

Use these ranges as reference points.

These ranges reflect typical buyer expectations, not guarantees.

Step 6: Adjust price based on support and access

Increase price when the product includes:

• Ongoing updates

• Access over time

• Direct feedback

• Office hours or calls

• Personalized review

A self-paced product without support should not be priced the same as one with ongoing involvement.

Step 7: Check price against the sales page explanation

Before publishing, review the sales page.

A price fits when:

• The result is stated early

• The buyer knows who the product is for

• The buyer knows what happens after purchase

• The price does not require justification paragraphs

If the price feels difficult to explain, the issue is usually the offer description.

Step 8: Launch with one price and observe behavior

After launch, watch:

• Conversion rate

• Sales velocity

• Questions before purchase

• Refund requests

• Buyer usage

Change pricing only after patterns appear.

Do not adjust pricing based on one launch or one opinion.

Common pricing mistakes

Avoid:

• Pricing based on competitor numbers

• Adding content to justify a higher price

• Discounting to compensate for weak positioning

• Changing prices repeatedly without a reason

Pricing works best when it stays stable long enough to evaluate.

Frequently asked questions

Should I price lower because I am new?
Only if the result is smaller or less defined.

Is higher pricing always better?
No. Price must match the result and buyer readiness.

Should bundles be cheaper than buying separately?
Not always. Bundles are priced for replacement value, not savings.

How do I know when to raise the price?
When buyers understand the offer and still say yes consistently.