Pricing WordPress Products – WPCAST015

In this episode, we talk about pricing models for premium themes and plugins, and what you should be considering, whether you’re the seller or the consumer.

The Changelog

• Doug hired an apprentice – podcast listener Daniel Morosan!
• We now have 25 5-star reviews – thanks to Yamblaza and Vivedj
• David living in Bangkok, working at The Hive
• Voicemail from Joe Magnotti of Empire Flippers – so we’re finally on Stitcher now!

The Core

One-Time vs. Recurring

• One-time:
  • Generally a higher single upfront cost
  • Lifetime support and updates may not be sustainable (Genesis [affiliate link] still does it)
• Recurring:
  • Non-hosted:
    • Generally a lower upfront cost
    • Support and updates for 1 year from purchase
    • Usually a discounted renewal rate, typically a discount of 25-50%
    • People can still use it if they don’t renew
  • Hosted:
    • People can’t use it if they don’t renew
• Businesses that switched from one-time to recurring (WooThemes, CobaltApps [affiliate link])
• Businesses that offer both pricing options (WPML, OptinMonster)
• Businesses that dropped support and updates for one-time purchases (LeadPlayer, Premise)

Number of Features vs. Number of Site Licenses

• Features:
  • Pricing tiers based on amount of features (Gravity Forms [affiliate link], OptinMonster)
  • Separately purchased add-ons (Easy Digital Downloads, WooCommerce, Ninja Forms)
• Site licenses:
  • Various plans such as single site, 3-5 sites, 10 sites, 50 sites, unlimited sites
  • Is it worth offering an unlimited site license?

How Much Should You Charge?

• We recommend pricing on the higher side, don’t compete on price like on CodeCanyon
• You need to keep support time/costs in mind
• Typical range for individual themes is $40-100, for plugins we recommend $29+

Tips & Tricks

• AppSumo for deals on digital products, including WordPress products and services
• Mailbox for Mac – email client