🧲 Digital Products & Lead Magnets Pricing Calculator
Digital products are the highest-margin revenue stream in your business: you build them once and sell them forever. This calculator, straight from Dee's How To Charge workbook, prices the whole ladder: the free lead magnet that builds your list, low, mid, and high-ticket products, and the conversion funnel that walks one visitor from free download to premium buyer. Run your numbers once free; the $27 one-time unlock keeps every section live forever and includes the Excel workbook.
A1 · Lead magnet creation cost
Lead magnets are free. The ROI is not the product itself. It is the email list you build and the paid conversions that follow.
Canva design, copywriting, PDF formatting. Checklists, guides, cheat sheets, templates, mini-toolkits.
Email tool setup, landing page, automation sequence.
A2 · Lead magnet conversion economics
Typical: 15% to 40% for a strong lead magnet.
Typical: 1% to 5% of your email list buys something.
Usually a low-ticket product ($7 to $97).
B1 · Low-ticket product pricing ($7 to $97)
Quick-win products: templates, toolkits, checklists, mini-guides, swipe files, scripts. Impulse buys that build trust.
Job descriptions, onboarding checklists, compliance forms, etc.
Design, writing, formatting, testing.
Stripe, PayPal, etc.
C1 · Mid-ticket product pricing ($97 to $497)
Comprehensive guides, multi-template bundles, video training kits, playbooks. Higher value, higher commitment.
Playbooks, SOPs, scripts, templates bundled together.
D1 · High-ticket bundle pricing ($497+)
Premium bundles: full business-in-a-box kits, industry-specific resource libraries, or exclusive access products.
Full launch kit: SOPs, marketing, contracts, pricing, scripts.
E · The conversion funnel (free to low to mid to high)
This models the customer journey: free lead magnet to low-ticket to mid-ticket to high-ticket. Each step builds trust and increases spending.
Keep it at $0. The lead magnet is the free front door.
The sheet keeps this at $0; the free stage earns nothing directly.
Of those who downloaded the lead magnet.
Of those who bought low-ticket.
Of those who bought mid-ticket.
Of those who bought high-ticket (upsell to 1-on-1).
Estimates for planning, not financial advice. Opt-in, buyer, and funnel conversion numbers are the workbook's guidance ranges; your audience decides the real ones.
Does this resonate?
Build it once. Sell it forever.
If products that sell while you sleep sound like your kind of business, the platform can turn the idea into a real plan: what to build first, how to price the ladder, and the week-by-week path from outline to first sale.
Build my launch plan free →Good questions about this math
How do I price digital products?
Price by tier, not by hours. The workbook's ladder: low-ticket quick wins at $7 to $97 (templates, checklists, swipe files), mid-ticket bundles at $97 to $497 (playbooks, SOPs, video kits), and high-ticket business-in-a-box products at $497 and up. Net revenue per sale is just price times one minus your processor fee, so margins run near 97 percent at every tier.
What is lead magnet funnel math?
The lead magnet is free, so its ROI is not the product, it is the list. The math: visitors times opt-in rate gives subscribers, a small percent of subscribers (typically 1 to 5 percent) buy a first product, and that revenue pays back the creation cost. At the sheet's defaults a $700 lead magnet pays for itself in about 4 months and every subscriber is worth $1.41 a year before the upsell ladder.
What conversion rates should I use in the funnel?
The workbook's guidance: 15 to 40 percent of visitors download a strong lead magnet, roughly 5 percent of downloaders buy low-ticket, and each later stage converts 10 to 15 percent of the prior stage's buyers. The fractional buyers you see at the top tiers are expected values; 0.19 high-ticket buyers a month is about 2 a year.
Do I need a lot of traffic to make this work?
No. That is the point of the funnel section: at the defaults, 1,000 monthly visitors chain into about $1,239 of monthly funnel revenue, roughly $1.24 per visitor. Model your own traffic and prices in this digital product pricing calculator and watch which stage moves the number most.
Do I get the Excel version?
Yes. The $27 unlock includes the standalone Digital Products & Lead Magnets workbook (the exact sheet from Dee's How To Charge master, with every formula live) plus the START HERE guide tab, yours to download and keep.
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