Pricing benchmark
How much should you charge for a digital product?
A digital product — a training plan, meal-prep template, ebook, or app — is your lowest-touch offer: built once, sold many times, delivered with no extra work per sale. That makes it a great entry point and a steady margin line, but the low price means fixed costs matter more than on anything else you sell. The band on this page reflects real digital-product payments processed through CheckMargin once enough exist to show.
Price on value, not page count
The temptation with a downloadable is to price it by its size — pages, weeks of programming, number of templates. Don't. A two-page plan that saves someone hours of guesswork is worth more than a fifty-page document they never open. Price on the problem it solves and the time it saves, and on how well it's packaged. A clean, well-designed, obviously-useful product carries a higher price than a raw export of the same information.
Watch the fixed fee on low-ticket sales
Digital products are usually your cheapest offer, and that's exactly where the flat per-payment processing fee does the most damage. A fixed charge of around 30–50 cents is a rounding error on a coaching package but a real chunk of a low-ticket download — the effective fee rate climbs sharply as the price drops (the Stripe fees guide shows the maths). That's an argument for either pricing above the bargain-bin zone, or bundling several products so each transaction carries more value past the fixed cost. Run a sale through the take-home calculator to see what a low-ticket price really leaves.
Make it a step on your ladder
A digital product earns more than its own margin when it works as the first rung of your offer ladder: a low-risk purchase that introduces a buyer to your method and warms them toward group or 1:1 coaching. Priced as a standalone, it's a small steady earner. Priced and positioned as an entry offer — with a clear next step — it becomes a customer-acquisition tool that pays for itself twice. Either way, it should still clear its margin on its own; treat any downstream sales as upside, not as a reason to price it below cost.
Frequently asked questions
How should I price a digital product like a plan or ebook?
On the value and time it saves the buyer, not its length. A short, well-packaged product that solves a real problem beats a long, raw one — and clean design and a clear outcome support a higher price than the same information dumped into a document.
Why do processing fees matter so much on cheap digital products?
Because the fixed per-payment fee (around 30–50 cents) is a small share of a big package but a large share of a low-ticket download, so your effective fee rate climbs as the price falls. Price above the bargain zone or bundle products so each sale carries more value past that fixed cost.