It’s hard to believe there was a time when the Envato Marketplaces existed without a WordPress category, and yet that is the case when the site was launched over 3 years ago. The complexity and quality of themes available have continued to march forward at an ever faster pace over the years. Our community has lovingly created some absolute masterpieces, with capabilities that would put the Google AI self-driving car to shame!
Earlier this year we planned on a price increase and began work analysing the data we had available. However, after considerable analysis we noted that not only was a price increase needed, but also a general improvement to our classification of themes and price points. In essence we felt we required a new pricing structure starting from scratch. After much discussion we’ve developed a new pricing guideline that captures the varying theme complexity and functionality and will help our review team apply a more consistent set of pricing criteria to the category.
The new WordPress pricing structure is based on the following 4 bands:
- $25-30 – Simple or single page themes. For example mobile themes
- $35-40 – Standard themes
- $45-50 – Themes with advanced functionality. Includes flexible themes or niche applications.
- $55-60 – Highly complex themes. Typically this would be eCommerce, BuddyPress, job board or payment gateway integration.
The bands provide some discretion for minor variations in complexity and feature set based on the reviewer’s judgement.
With the new pricing structure in place over 1700 items were reviewed for price by three different ThemeForest reviewers. That is a lot of reviewing and a lot of data generated by the team. In a limited subset of the more controversial cases the review team went back and reviewed the price a further 3 times!
No item fell in price and most items saw a price increase on the order of $5.00. There was an extremely limited number of items that we removed on the basis that these items no longer meet the requirements for the WordPress category. Similarly a small group of items see their prices jump a more significant amount in the new classification structure.
Overall, we’re rather pleased with the outcome. We think the new prices and pricing structure better represents the range of amazing themes that our authors have to offer. And while the prices have increased, we still feel very strongly that themes from ThemeForest represent outstanding value for money and judging by the huge volume of sales through ThemeForest, we know that our buyers feel the same way too!