Pricing Your Printables for Profits: Finding the Optimal Sweet Spot
Pricing digital printables profitably requires balancing customer perceived value, your costs and competitive market rates. Price too low and you leave money on the table. Price too high and sales suffer. How do you identify the ideal pricing sweet spot?
This comprehensive guide explores strategies for optimizing pricing on printables to maximize profits. We’ll cover:
- Common pricing models for digital downloads
- Calculating costs to set a baseline
- Researching competitive marketplace pricing
- Maximizing value through marketing and packaging
- Tiering by usage rights and file types
- Testing prices empirically to find the optimum
- Driving volume through smart bundling
- Running strategic promotions and sales
- Avoiding common pricing mistakes
Follow these tips to price your printables for sustainable income as a creative entrepreneur. Let’s dive in!
Digital Download Pricing Models
Common pricing structures used by online printable shops include:
Flat Rate Per File
Simple fixed cost regardless of printable type.
Variable Rates by Category
Higher pricing for more complex designs. Ex: $5 for frames, $12 for invitations.
Volume Based Discount Tiers
Lower per-unit pricing as buyer purchases more. Ex: 10 for $50, 50 for $200.
Sell credits customers redeem to access library of designs.
Bundles and Collections
Offer groups of multiple printables together at discounted bundle rate.
Split Personal + Commercial
Charge additional fee for commercial or resale usage rights.
Factoring Costs Into Prices
Account for expenses to build profitable pricing floors:
Hourly rate benchmarked against industry norms for design time per printable multiplied by production hours.
Studio rent, subscriptions, software costs and other fixed operational expenses attributed per printable.
Any physical materials, shipping and printing costs if selling printed products.
Factor commissions from digital asset marketplaces you sell through like Etsy.
Sales tax if required in jurisdictions.
Desired Profit Margins
Markup pricing to achieve target net profit goals.
Researching Competitor and Market Rates
Align with customer expectations:
Competitor Pricing Research
Analyze comparable top-selling printables on marketplaces.
Compare pricing norms for specific categories like planners vs posters vs games.
Some customer demographics have different perceived value. International prices may vary.
Search by price range filters to analyze distribution and clustering.
Premium Brand Positions
Consider raising prices above competitors if established quality brand reputation.
Interview customers on their perceived value and fairest pricing.
Maximizing Perceived Value
Increase sense of worth through marketing:
Highlight Quality and Details
Emphasize resolution, color accuracy, layered designs etc that justify higher pricing.
Convey uniqueness of designs that customers won’t find elsewhere.
Note limited run designs that won’t be offered again.
Professionally style images, descriptions and categorization.
Embedded enthusiastic buyer ratings and reviews boost perceived worth.
Compare features against lower quality competitors.
Tier Pricing by Usage Rights and File Types
Offer customers options tailored to needs:
Personal Use Licensing
Basic purchase grants rights for individual use like DIY projects.
Commercial Use Licensing
Upsell business usage like advertising materials, merchandise and resale at higher price.
Charge more for rights to unlimited projects, large volume runs, or exclusivity depending on customer size and application.
File Type Variations
Offer print-ready PDFs for convenience at base price. Upsell high resolution layered master files for maximum flexibility.
Offer one-time buys along with subscriptions and memberships with bulk pricing discounts.
Testing Price Sensitivity
Experiment to pinpoint ideal pricing:
Ask target buyers what they consider fair pricing for sample designs.
Tiered Landing Pages
Send traffic to multiple landing pages showcasing identical offerings at different price points. Gauge conversion rates.
Temporarily run sales, coupon codes and pricing promotions to assess response at lower price points.
International Site Testing
Post identical offerings across regional marketplace sites in different currencies to compare price elasticity.
If you have existing sales history, carefully raise prices incrementally on popular items to determine ceiling before decreasing conversions.
Bundling to Increase Average Order Value
Bundle printables for discounted bulk perception:
Offer sets around themes like seasonal offerings, occasions, industries etc.
Package identical printables in high volumes for scenarios needing many like invitations.
Sell annual access to entire catalog vs one-time purchases.
Bundle unrelated top designs for broad appeal.
Limited Time Offers
Provide incentive to build bundles through discounts, free bonus items and expiring deals.
Upsells During Checkout
Suggest additional printable pairings while users are purchasing based on current items in cart.
Running Promotions and Sales
Strategic temporary price reductions avoid devaluing work:
Offer special pricing on related designs around peak holidays like Christmas cards in December.
Run occasional site-wide sales on all products for limited windows like a 3-Day Spring Sale to drive traffic and email list signups.
New Customer Promos
Provide discounts or freebies to first time buyers when they join your email list to acquire and incentivize repeat orders.
Offer coupon codes rewarding return customers for ongoing purchases.
Encourage referrals by gifting credit when buyers refer new customers.
Abandoned Cart Reminders
Target shoppers who left items in cart with limited time discount codes for those specific items left behind.
Avoiding Pricing Pitfalls
Sidestep these common digital download pricing mistakes:
Zero Value Previews
Offering free full resolution samples devalues work. Only share tightly cropped previews.
Leaving money on the table by pricing below market rates without reason.
Deterring buyers who can easily price compare with competitors.
Surprising buyers who expect listed price is final with extra fees during checkout.
Training buyers to expect regular sales and wait rather than purchase at base rates.
Bait and Switch
Advertising special pricing only available on select designs not of interest to bait traffic.
Presenting too many complicated packages and licensing options causing choice paralysis.
Not keeping up with inflation, rising marketplace rates and increasing costs over time devalues work.
Optimizing pricing for digital printables takes research, analysis and testing. Ensure pricing adequately covers costs and aligns to customer perceptions of value. Tier options and sales strategically to maximize revenue without conditioning buyers to underpay. The right pricing strategy combined with outstanding design yields sustainable profits.
- 1 Pricing Your Printables for Profits: Finding the Optimal Sweet Spot
- 1.1 Introduction
- 1.2 Digital Download Pricing Models
- 1.3 Factoring Costs Into Prices
- 1.4 Researching Competitor and Market Rates
- 1.5 Maximizing Perceived Value
- 1.6 Tier Pricing by Usage Rights and File Types
- 1.7 Testing Price Sensitivity
- 1.8 Bundling to Increase Average Order Value
- 1.9 Running Promotions and Sales
- 1.10 Avoiding Pricing Pitfalls
- 1.11 Conclusion