Pricing Your Course: Strategies from Online Learning Experts

Learn proven strategies from online learning experts on how to price your course.
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Imagine being able to learn “how to price your course” in a way that maximizes revenue, attracts the right students, and ensures long-term success. It might seem like a daunting task, but with the right strategies in place, it is entirely achievable. In this blog post, we will explore proven strategies and tools that will guide you in pricing your online course effectively, taking into account factors such as target audience, competition, and course quality. Let’s dive in.

Short Summary

  • Understand the online course market and factors affecting pricing to determine an effective strategy.
  • Utilize exclusive content, expertise & credibility, and community building to enhance value of your course.
  • Test & optimize prices through split testing, monitoring conversion rates & periodic reevaluation. Use a calculator for guidance.

Understanding the Online Course Market

A person using a laptop to learn an online course

The online course market is vast and diverse, with courses ranging from $10 to $350. As an online course creator, understanding the market and your competition is crucial for pricing your course effectively. With numerous platforms available to sell online courses, the average online course price varies depending on the subject matter and the platform itself. For instance, mini courses may have a lower price point than full-scale courses, which can have a higher price point.

One of the key aspects in determining your course price is understanding the perceived value of your course. Jeff Cobb advises setting aside preconceived notions about the delivery method or how online offerings compare to classroom-based education when pricing online courses. Hermann Simon’s quote “Prices determine how much money you make” is especially relevant when pricing your first online course.

The online course business is thriving, and competition is fierce. To stay ahead, it’s essential to analyze your competitors’ offerings and understand the average online course price within your niche. This will help you position your course effectively and develop a pricing strategy that resonates with your target audience.

Factors Affecting Your Online Course Pricing

A person looking at different prices for an online course

When determining your online course pricing, there are several factors to consider. These factors include your target audience, competition, and the quality of your course content.

A deep understanding of these factors will help you price your online course effectively and maximize revenue.

Target Audience

Your target audience plays a crucial role in determining the price of your online course. Their willingness to pay and the perceived value of your course will directly impact your pricing strategy. Some factors to consider when determining the price of your online course include:

  • The level of expertise and experience you bring to the course
  • The unique value proposition of your course
  • The demand for the topic or subject matter of your course
  • The competition in the market and the prices of similar courses
  • The production quality and resources invested in creating the course

A higher course price can draw in more competent and devoted students. Engaging with your audience on social media can also provide valuable feedback about your online course ideas and course curriculum, ultimately improving its quality and increasing the likelihood of a successful course launch.

David Siteman Garland believes that premium pricing attracts customers who are truly committed to the program, leading to a higher number of successful outcomes. This, in turn, encourages more customers to invest in the program. Premium pricing can also facilitate business expansion without requiring a massive customer base.


Analyzing your competition’s pricing and offerings is essential for positioning your course effectively in the market. Examining similar courses and evaluating their pricing, content, and features will give you valuable insights into how to price your online course. The average price range for online courses typically lies between $20 and $100, but understanding your competition will help you decide whether to price your course higher or lower within that range.

Keep in mind that the platform where your course is offered also plays a role in determining its price. Courses offered independently are often more expensive than those found on platforms that host multiple creators. By understanding your competition and adjusting your pricing accordingly, you can ensure that your course stands out and appeals to your target audience.

Course Content and Quality

The quality and depth of your course content are significant factors in determining the price you can charge. A course with multiple modules or units and a larger amount of content is usually more expensive. Shorter courses with less material typically cost less. Moreover, the expertise or experience of the instructor plays a crucial role in the cost of an online course. Instructors who are highly qualified experts in their field may charge a higher price for their course. On the other hand, less experienced instructors might charge a lower fee.

Creators should consider the possible effect of their course on the lives of their students when evaluating the worth of their course. A course with high-quality content and a well-structured curriculum can justify a higher price. By offering valuable, in-depth content, you can enhance the perceived value of your course and attract more students at a higher price point.

Pricing Models for Online Courses

Different pricing models for online courses cater to various customer preferences and business goals. The three main pricing models are one-time payment, subscription-based pricing, and tiered pricing. Each of these models has its advantages and disadvantages, and understanding them can help you decide which model best suits your course and target audience.

One-time payment is the simplest model, as customers pay a single fee for access to the Internet.

One-Time Payment

One-time payment pricing is a straightforward approach where you charge a single fee for lifetime access to the course. The simplicity of this model can make it appealing to both course creators and students. It is a common pricing model for online courses, with prices varying depending on the length, content, and expertise of the instructor.

However, one-time payment pricing may not be suitable for all types of courses or target audiences. It may not be the best option for courses that require ongoing updates or support, or for students who prefer a more flexible payment structure. In these cases, other pricing models such as subscription-based or tiered pricing may be more suitable.

Subscription-Based Pricing

Subscription-based pricing is a model where course creators offer one or all of their courses on an ongoing basis for a set fee each month. This pricing model provides a recurring revenue stream and encourages continuous content updates. Students who prefer a more flexible payment structure and access to multiple courses may find subscription-based pricing appealing.

However, this model may not be ideal for all course creators or students. For creators who only have a single course or do not plan to update their content regularly, a one-time payment or tiered pricing model may be more suitable. Similarly, students who only want access to a specific course may not find the subscription model attractive.

Tiered Pricing

Tiered pricing is a pricing model that offers multiple levels of access and features, catering to different customer needs and budgets. This model allows course creators to provide different price points, giving students more options and increasing the likelihood of making a sale.

Tiered pricing can include:

  • A basic tier with core course materials
  • A mid-tier with added support or resources
  • A VIP tier with exclusive access to the instructor or additional bonuses.

However, tiered pricing can be more complex to manage and may require more effort to create and maintain the different tiers. Additionally, it may be more challenging for students to decide which tier is the best fit for them, potentially leading to indecision and lost sales.

Despite these drawbacks, tiered pricing can be an effective way to cater to a diverse audience and maximize revenue.

Enhancing Your Course Value

A person using a laptop to learn an online course with exclusive content

Enhancing your course value can help justify higher prices and attract more students. Strategies for increasing your course value include offering exclusive content, demonstrating expertise and credibility in your niche, and building a community around your course.

Implementing these strategies can help you stand out from the competition and create a compelling value proposition for your potential students.

Exclusive Content

Offering exclusive content and resources can increase the perceived value of your course, making students more willing to pay a premium price. Some examples of exclusive content can include:

  • Unique resources
  • Discounts
  • Access to a private community or forum
  • One-on-one coaching or mentoring sessions
  • Early access to new course materials or updates

These advantages are not available to the general public and can help differentiate your course from others in the market.

Providing exclusive content not only augments the value of your course, but also generates a feeling of exclusivity and loyalty among your students, leading to increased sales and referrals.

Expertise and Credibility

Establishing your expertise and credibility in your niche is essential in attracting students who are willing to pay a premium for your course. Demonstrating your proficiency and familiarity with the subject matter can enhance the value of your online course and instill trust in your potential students.

Sharing your knowledge and experience through blog posts, podcasts, or social media can further bolster your credibility and attract more students to your course.

Community Building

Building a community around your course can increase its value by fostering networking and collaboration among students. A community can offer a platform for students to communicate with each other and the instructor, generating a sense of belonging and loyalty.

Creating a community can also provide additional support and resources for students, further enhancing the value of your course and making it more appealing to potential students.

Testing and Optimizing Your Pricing Strategy

A person using a laptop to compare prices for an online course

Testing and optimizing your pricing strategy is essential for maximizing revenue and ensuring long-term success. Here are some steps to follow.

  1. Experiment with different pricing models.
  2. Monitor conversion rates to see how customers respond to different prices.
  3. Periodically reevaluate your pricing strategy to adapt to market changes. By following these steps, you can maintain competitiveness and maximize your revenue.

Regular testing and optimizing your pricing strategy will also help you understand how different factors affect your course sales and enable you to make informed decisions to maximize revenue.

Split Testing Prices

Split testing different prices can help you determine the optimal price point for your course. This method, also known as A/B testing, involves comparing different price points to ascertain which one yields the most revenue. By testing various prices and monitoring conversion rates, you can identify which price point is most effective in attracting students and generating sales.

To conduct effective split testing, it is essential to:

  • Assess only one factor per test, such as the cost
  • Run the test for a sufficient amount of time to ensure accurate outcomes
  • Monitor the results and adjust your pricing strategy accordingly

This will help you find the most suitable price point for your course, or even consider offering a free course.

Monitoring Conversion Rates

Monitoring conversion rates is crucial for understanding how your pricing strategy affects sales. Conversion rates can be calculated by dividing the number of visitors who complete a desired action, such as purchasing your course, by the total number of visitors. Tracking conversion rates can help you identify any potential pricing issues and optimize your pricing strategy to maximize sales.

Optimizing conversion rates can be achieved by testing different pricing strategies, enhancing the user experience, and employing A/B testing to assess the efficacy of various strategies. Regularly monitoring conversion rates and making necessary adjustments will ensure that your pricing strategy remains effective and competitive in the market.

Periodic Reevaluation

Periodically reevaluating your pricing strategy allows you to:

  • Adapt to market changes
  • Maintain competitiveness
  • Maximize sales volume and market share
  • Ensure that your pricing strategy remains in line with costs and the value delivered to customers

Regular reevaluation is important to ensure the success of your business.

To reevaluate your pricing strategy, periodically review and evaluate your course pricing to ensure that it remains competitive and aligned with customer expectations. Adjust your pricing strategy based on market trends and feedback from students, and consider implementing strategies such as discounts, bundling, or loyalty programs to optimize sales volume and market share.

Utilizing an Online Course Pricing Calculator

A screenshot of an online course pricing calculator tool, demonstrating how to price your course effectively

Utilizing an online course pricing calculator can help you estimate the ideal price for your course based on factors such as revenue goals, audience size, and conversion rates. An online course pricing calculator takes into account these factors to provide you with an estimated price that will help you achieve your business and revenue goals.

One such tool is the Creative MindClass profit calculator, which uses a cost-plus pricing strategy to calculate the potential profit based on audience size and the number of courses. By inputting your desired revenue, target audience size, and conversion rate, you can quickly determine the most suitable price for your course.

Online course pricing calculators are an invaluable tool for course creators looking to price their courses competitively and effectively. By using a pricing calculator, you can ensure that your course pricing is aligned with your business goals and the value you provide to your students.

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In conclusion, pricing your online course effectively is crucial for maximizing revenue, attracting the right students, and ensuring long-term success. By understanding the online course market, considering factors such as target audience, competition, and course content, and employing different pricing models, you can develop a pricing strategy that best suits your course and target audience.

Don’t be afraid to experiment with different pricing strategies, test and optimize your pricing, and utilize tools like online course pricing calculators to find the right price for your course. With the right strategies in place, you can price your online course effectively and achieve the success you deserve.

Frequently Asked Questions

How much do people sell courses for?

On average, successful course creators make around $1k - $10k per month, with the potential to make 6- to 7-figure incomes per year.

This is a great opportunity for those who are looking to make a living online. With the right strategies and dedication, it is possible to create a successful course and make a substantial income.

Creating a course requires a lot of hard work.

How do I sell a course to someone?

Start by choosing a subject that will sell, create an online course, host and sell your course for the right price, increase the value and price of your course, launch your course, and market and sell your course.

This is the nine-step process you should use to successfully sell your online course.

How can I sell my courses for free?

Payhip is the ideal choice to sell courses for free as it offers unlimited courses along with access to all features, the ability to use custom domains, and includes your own branding - all for free!

No matter what type of course you are selling, Payhip has you covered. You can easily create and manage courses, set up payment plans, and track sales. Plus, you can customize the look and feel of your store with your own branding.

Payhip also offers discounts.

What factors should I consider when pricing my online course?

When pricing your online course, consider the target audience, the competition, and the quality of the course content for the best results.

Take into account the value of the course to the customer, the cost of production, and the potential for profit. Research the market to determine the going rate for similar courses. Consider the cost of marketing and promotion.

What are the different pricing models for online courses?

The three most common pricing models for online courses are one-time payment, subscription-based pricing, and tiered pricing, offering customers flexibility and convenience.

Each model has its own advantages and disadvantages, so it’s important to consider which one is best for your business. For example, one-time payment is great for those who want to purchase a course and have access to it forever.

Published on
July 7, 2023
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