Bundles are one of the simplest ways to get more of your products into the inboxes of your customers, all whilst giving your customers the extra value they want.
They usually contain multiple products that appeal to certain audiences, cover a specific area of interest or specialty, or offer an enticing variety of content. But, what else makes them so effective?
With digital products, creating bundles doesn’t usually require any additional cost – or much time, either! And the cost to create some digital products can be so low (excluding time spent) that the impact of selling bundles is often significant. Customers get more for their money (something that has been proven to be more effective than savings alone), for little to no increase in cost to you; compound this with increased sales and you can see serious gains in overall revenue, average revenue per sale, customer loyalty, and brand awareness.
Whether your bundles are large or small, contain several products or many, are cohesively homogeneous, or offer a wide variety of content and media formats, there are all kinds of ways to combine, complement, and repurpose products to make attractive bundles that customers will love. All it takes is a little creativity!
With this in mind, we’ve put together some food for thought to help you get the most out of your digital products – and get those bundles happening!
Repurpose your products
If you’ve got products that have been sitting on the digital shelves for a while, consider bundling them with newer products to get them moving. Because bundles have such a positive psychological effect on the customer when it comes to perceived value, they present an opportunity to bring in some money where you might have been lagging behind.
Combine mature products with similar or related newer products, or include them in larger “extra value” bundles. Repurposing doesn’t just apply to older products, though; you can replenish your storefront by creating new and different variants of bundles containing all kinds of different products.
Combine similar products
One of the classic strategies for creating product bundles is to sell similar products. This appeals to people looking for a specific product type, as they can walk away with a significant amount of content that is relevant to them – content that they will get a lot of use out of! Since these customers are already predisposed to be interested in products of a certain nature, they are more likely to be willing to spend more in order to get the combined value of those products at a reduced price.
Upsell bundles at the checkout
Another way to come at similar (or complementary) products is to upsell them at the checkout, where you can further entice customers who have already shown they’re willing to pay for your products. Just like product add-ons, bundles allow customers to easily add value to what they are purchasing – and you can present the offer in several ways, from percentage savings to dollar off amounts and limited-time offers.
For example: “Save 25% on this product with our exclusive bundle,” or “Receive $20 off by purchasing these products together”, or even, “get these additional products at a 50% off with your purchase (today only).” These might not technically be referred to as bundles, but the same principle of volume savings applies.
Sell your most popular products together
Got some top-sellers that are flying off the metaphorical shelves? You might decide to combine them to amplify the effect even further! A bundle of sought-after products can be one of the most appealing offers in your digital store, giving customers a super high-value option that they just can’t refuse. You could make this a limited-time, exclusive offer to stimulate sales quickly, or offer the bundle at certain times of the year to cash in on popular holidays and trends.
Create specialized or themed bundles
Perhaps you create digital art and graphic products, and you want to incentivize your customers who are interested in learning graphic design. You could create a bundle that contains everything they need to get started, such as Adobe Illustrator project files, how-to guides, vector packs, textures, and fonts – all in one.
Maybe you’re selling software and you want to offer your customers extra deals on related templates, presets, and tutorials. Or, you might have a comprehensive music production course that could be bundled with relevant audio sample packs, project files, and tutorials!
In any case, you can create bundles that are specific to certain use cases or levels of experience (such as “starter packs”, “intro” bundles, or “pro” bundles), covering all of the assets, content, or other material customers need to achieve a specific goal or skill level. You might also consider themed or seasonal bundles; for example, bundles of holiday graphics, wedding stationery designs, medical stock photos, etc.
Get creative with different product types
Another way to get creative with your bundles is to focus on combining different types of products; this could cover a variety of formats like audio, video, images, and text, or include different product categories like eBooks, photographs, and digital courses. Maybe you want to create a bundle that includes your latest video content, along with an accompanying podcast and PDF worksheet, or you want to add value to your WordPress themes by including extra plugins and graphic assets.
Different product or media types keep things interesting for the customer, and can bring in traffic from different angles. This strategy could be applied in combination with repurposed products, upsells, or specialized bundles for extra impact!
Sell one big “mega bundle”
One way to inspire some pretty hefty purchases is to offer a large, comprehensive bundle that includes every product within a certain category – or even all the products in your store. Needless to say, this can offer some ridiculous savings to your customers, and your bigger spenders may be particularly motivated to bite!
Don’t be afraid to experiment
The most effective bundle strategies will vary depending on your brand, your audience, and the type of products you sell, but there’s plenty of room for experimentation! With the low-to-nonexistent cost of creating bundles from pre-existing products, you can mix and match to your heart’s content. Get creative and think “outside the box” to make some interesting offers that stand out to your customers and are relevant to your niche.
No matter what you choose, your customers will appreciate the savings and extra value, and your digital store will be refreshed with new purchase options that give it the feel of having new products – you’ll likely bring in some more money, too!
What kinds of bundles have you found to be successful on your own digital product store? Is there something we should add to this post? Chime in and let us know in the comments!
Illustration by Jessica Johnston.