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Bundling and Package Pricing: Increase AOV with Digital Products

Rather than solely selling standalone products, savvy digital businesses offer bundled packages that increase order value. Combining complementary products into discounted packages boosts perception of affordability and value. This comprehensive guide covers proven techniques for profitably bundling digital products. Learn how to identify optimal groupings, convey bundled savings, use tiered packages to upsell, and test bundles to maximize customer lifetime value.

Why Product Bundling Works

Bundling provides benefits:

  • Customers save money buying bundled products vs individually
  • Higher perceived value receiving a suite of products for the price of one
  • Added convenience getting everything needed in one click
  • Businesses increase order values and customer lifetime value
  • Allows customers to sample a range of products they may not purchase separately
  • Simplifies purchasing decision process overwhelmed by choice
  • Cheaper customer acquisition cost amortized across bundled products

For both sellers and buyers, bundling ebooks, courses, templates and tools creates a win-win value proposition when executed deliberately.

When to Use Product Bundling

Best cases for bundling:

Complementary Products

Offerings commonly used together like course + workbook or software + tutorial.

Existing Customer Upsells

Provide add-on bundles for current customers.

New Product Launches

Bundle new offering with proven popular product to build traction.

Commoditized Markets

Differentiate through curated packages vs competing purely on standalone pricing.

Reducing Churn

Package of bonuses provided each renewal period.

Targeting New Segments

Tailor bundles around needs of specific demographics/personas.

Tiered Products

Good – Better – Best pre-packed bundles simplifying purchase decisions.

Look for opportunities where product grouping provides obvious added value over individual purchases.

Calculating Optimal Bundle Discounts

Offer bundled savings but maintain profit:

  • Sum costs of individual products in the bundle
  • Set bundle price at 10-25% discount off combined individual prices
  • Ensure discount is sufficient to provide perceived deal value
  • Confirm resulting bundle margin exceeds minimums given lower price

Avoid sacrificing too much margin just to advertise largest % off claims if unnecessary. Find profitability sweet spot.

Best Practices for Bundled Packages

Increase appeal with tactics like:

Portray Exclusivity

State bundles are available for limited time or won’t be sold individually. Creates urgency.

Highlight Total Value

Emphasize total bundle value vs just discounted price. Display original costs crossed out.

Share Customer Success Stories

Provide social proof from past bundle buyers praising benefits achieved.

Offer Payment Plans

Make large bundles more affordable spreading payments over 3, 6 or 12 months.

Limit Availability

Scarcity prompts purchases like only 100 bundles available this month.

Charge One All-Inclusive Price

Avoid complex line item pricing. Offer just 1 simple bundle cost.

Provide Generous Free Previews

Let customers experience bundle before purchase through demos, free chapters etc.

Give Dynamic Bundle Names

Like “The[Niche] Launchpad Bundle” implying handpicked suite launching a new endeavor.

Bundles shouldn’t just be about discounted pricing. Encourage purchases by focusing messaging on total value achieved.

Creating Tiered Bundles to Upsell

Tiered bundles enhance perceived value:

  • Offer multiple bundle packages like Basic, Professional, Premium
  • Structure tiers by adding more products, features or usage rights
  • Increase discounts at each higher tier compared to combined standalone prices
  • Give appealing names describing key differentiators like “[niche] Success System”
  • Make Premium tier seem like the obvious choice but keep entry bundle attractive

Upsell buyers in the middle who may only buy the lowest tier if not presented with a compelling higher level option.

Best Practices for Digital Product Bundling

Maximize bundle appeal:

  • Include limited-time bonuses like free ebook or premium upsell
  • Guarantee compatibility and integration between offerings
  • Curate bundles around skills like “Application Development Bundle”
  • Gate some items in Premium bundles to higher tier only
  • Feature aspirational success stories using exactly the offerings bundled
  • Provide options to customize bundles by swapping items to personal needs
  • Offer payment plans for large Premium bundles spreading out payments
  • Limit discounting individual offerings not in bundles to avoid cannibalization

Thoughtfully designed bundles boost lifetime value doing the product selection work on the customer’s behalf.

Marketing Product Bundles

Promote creatively:

Publicize Bundle Launch

Generate buzz leading up to bundle availability like an event.

Demonstrate Value in Action

Show real examples of bundle achieving results for customers.

Free Trial or Bonus

Offer time-limited free access or bonus item only through bundle.

Strong Call To Action

Drive urgency clearly stating benefits of buying quickly before bundle ends.

Cross-Promote

Market bundle in existing funnels and customer journeys.

Leverage Partners

Get affiliates to heavily promote launch bundles with incentives.

Maximize exposure through all marketing channels when unveiling new bundles. Momentum is critical early.

Optimizing Product Selection for Bundles

Choose complementary items:

Cost Synergies

Offer products with shared costs only needing to be incurred once like videos, templates, research etc.

Logical Progressions

Include beginner, intermediate and advanced stage items allowing skill building.

Integrated Skill Sets

Provide complementary abilities like design tutorial plus templates to apply lessons.

Mixed Delivery Formats

Bundle learning course with handy printable checklists, workbooks and summaries.

Shared Keywords and Topics

Group items ranking for similar keywords and addressing connected subject matter.

Customer Use Case Focus

Cater bundles around common outcomes like “Freelance Business Launch Bundle”

Savvy product selection brings coherence to disparate offerings.

Using Customer Analytics to Identify Bundles

Leverage data identifying correlations:

  • Which products frequently get purchased together?
  • What sequence do customers purchase products in over time?
  • What onboarding path taken by customers achieve highest satisfaction?
  • What bundled features provide highest retention and engagement?
  • Which customers purchased add-on upgrades most often?
  • What product combinations result in highest renewal rates?
  • Which customers provide highest lifetime value? What products do they use?

Analytics reveals natural high-value combinations you can confidently bundle.

Testing Bundle and Package Performance

Use testing to optimize appeal:

  • Assess standalone product sales before and after adding bundles
  • Try different product combinations in bundles
  • Test providing some items only in higher bundles
  • Experiment with various discount levels
  • Compare interest between targeted vs general bundles
  • Evaluate efficacy of different promotional strategies
  • Identify best performing partnerships and affiliates

Try many permutations and marketing approaches connected to clear success metrics.

Optimizing Ongoing Bundle Management

Continuously improve with data:

  • Monitor bundle sales and revenue contribution
  • Analyze which bundles overperform vs underperform
  • Survey customers on their satisfaction with bundles
  • Talk to support team about common bundle user issues
  • Update bundles dynamically removing poor performing items
  • Add new items and permutations matching customer interests
  • Adjust bundle availability and promotion based on seasonality
  • Provide exclusive preorder early access to new bundles for existing customers

Don’t set bundles permanently. Evolve offers aligning with usage trends and feedback.

Pitfalls to Avoid with Product Bundling

Sidestep issues like:

  • Excessive discounting destroying too much margin
  • Random unrelated products bundled together
  • Hidden costs on bundled items negating value
  • Overwhelming customers with too many bundle options
  • Neglecting to sell bundles after initial promotion
  • Poor integration and compatibility between bundled offerings
  • Failure to keep bundles updated with latest popular items
  • Promoting bundles requiring skills/knowledge users don’t yet have

For long-term success, bundles should provide cohesive value beyond a short-term discount.

Conclusion

Rather than solely pricing and promoting standalone products, smart digital businesses offer thoughtfully bundled packages and suites that increase customer lifetime value. Savvy bundles boost order sizes, enable beneficial cross-selling, reduce churn, and differentiate commoditized products. Test bundles extensively using data and optimize across pricing, composition, size, promotions and partnership strategies for maximum appeal. Get the bundling formula right and revenue, profitability and customer satisfaction all benefit substantially.

By Dani Davis

Dani Davis is the pen name of the writer of this blog with more 15 years of constant experience in Content marketing and informatics product, e-commerce niche.

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