I think Envato knows all this, they want us to create high risk / high reward items, there is clearly favoritism towards these items, and they push these items through competitive pricing – everything is done on purpose to meet their specific agenda.
Envato knows that buyers are willing to pay more for MP themes, but chooses not to adjust the price? Seems counterintuitive and downright bad business.
I don’t think they agree with anything I said before, which is why they’re taking the stance they are. They believe they are maximizing their revenue by keeping the higher demand products at the same price as items that provide less value for the customer.
MP themes are not just themes that come with more demos or plugins. They are themes that can actually fit a number of different categories. They can be used to create a business site, a news site, a storefront, a portfolio…all with one theme. They span multiple categories and have a greater reach than a theme that can only be used on one type of site (i.e., just a news theme).
And not only do they have a greater reach, they also have a greater appeal because if a customer buys that theme to build a news site, given that they are familiar with it already, if it comes time to build a portfolio site, why would they even go with another theme? They can just buy another license of the same theme that they’re already familiar with. This is what we call added value. And adding value adds to the demand, which is supposed to add to the price if you want to maximize revenue.
A true “multi-purpose” theme isn’t just a theme that adds 50 different versions of a slider or different variations of a homepage. They are themes that are designed for multiple purposes: i.e. a news site, a portfolio, a business, etc. Envato is failing to see how creating one theme that spans multiple categories will increase its demand and reach the same way creating a one-size-fits-all hat will increase its demand over a hat of similar quality that is only designed for one specific size.
But the only evidence needed for the prices needing to be raised is how much these themes are selling. Buyers are telling you with their buying behavior to raise the price and they’ll still pay for it and yet here we are selling Bentleys for $15,000.
The examples of cars, while a good comparison, are incorrect as the Bentley etc. are a higher quality build and materials, MP themes are not higher quality necessarily, just more demos and features via plugins. We should be clear on that I think. Anyways, it looks like we got the answer. Nothing will change as Envato see it differently than the rest of us.
Whether it’s due to increased quality or features, both Bentleys and MP themes create increased demand, which warrants a price increase. The comparison still stands in that there’s no reason why a product with additional features or enhanced quality should be priced the same as products with fewer features or less quality design/production.
Bottom line: Buyers are willing to pay more for MP themes and should be paying more.
Envato be like…
- There is no difference in end use between Bentleys and Kias.
- Although Bentleys offer more options and quality, their functionality, ability to steer, and move forward and backward and are essentially the same as Kias of a similar price.
- Although Bentleys tend to “bundle” more features and improve quality, attribution and pricing for that additional quality is a complex, market-wide problem that won’t be solved by increasing the price of Bentleys. We’re committed to fixing it, but it’s something for the long term.
One interesting bit from the $1 price increase is that the number of sales for the top item on the marketplace actually increased from last week. It may have nothing to do with the price increase at all, but I’ve been saying all along that Envato would actually stand to make more money by increasing the price of multi-purpose themes, even if it’s as little as a $5 to $10 increase. Money is being left on the table by leaving these themes at the same price as a niche theme. And the fact that the sales of the top item didn’t drop (and actually increased) only supports that.
So, essentially, you have an entire community of authors in agreement that multipurpose themes should be priced higher than niche themes in addition to the thousands of buyers who have spoken with their money to buy these themes at a higher rate (signaling that they are more valuable and in demand than niche themes, meaning that people are willing to pay MORE for said items)...and you have elected to ignore both parties and keep the prices the same.
Thoroughly and utterly disappointed in this marketplace.
What qualifies you to question his qualifications ? ( I just hate when someone starts talking about qualifications – it’s his OPINION, not an official estimation… ). Who do you think would be qualified ? Collis only ?
In all seriousness, if ThemeFusion’s agreement with this issue isn’t enough to at least get a legit response (let alone actual change), I’m pretty sure no one will ever be qualified to discuss anything ever again with regard to the way things are handled on this site.
Right now, the entire pricing structure is way below the market price of WordPress themes.
All themes should go up and priced better along with multi-purpose themes going to a higher price point than niche and focused themes.So a big +1 to this. We seriously don’t get the $1 price raise across the board. That is a very conservative test and the data gathered after this change might not really prove anything.
Psssh…what even qualifies you to talk about this issue?
Yeah, I’m not necessarily advocating that multipurpose themes be raised by $20, but even a $5 or $10 increase would be enough of a differentiation between the added features you get with a multipurpose theme when compared to a niche one.
Even if Envato raised multipurpose themes by $2 with this last price increase, and left the other themes with the $1 increase, they could have tested out the effects of the pricing differences, even if it would be very minimal.