how to price your online course

Deciding how to price your online course is a crucial decision that can significantly impact your course’s success.

Setting the right price for a course is important because it affects sales & revenue. If it’s too high, you may deter buyers. And if it’s too low, you undervalue your content.

To find the balance that works best for your business and customers, here are some factors to consider when pricing your online course.

How to Price Your Online Course

Market Research

Research your target audience and competitors. Understand what similar courses are offering and at what price points.

Identify your course’s unique value proposition and how it differentiates from others in the market.

Cost Analysis

Calculate the costs associated with creating and delivering your course. Consider expenses like content creation, platform fees, marketing, and administrative costs.

Audience Segmentation

If your course appeals to a broad audience, consider segmenting it and offering tiered pricing based on different levels of access or additional resources.

Perceived Value

Ensure that your course price reflects the perceived value. High-quality content, extensive resources, and expert instruction can justify a higher price.

Testing and Adjusting

Initially, you may want to test different price points to gauge learner interest and willingness to pay. A/B testing can help determine optimal pricing.

Discounts and Promotions

Consider offering limited-time discounts or promotions to boost initial enrollment and create a sense of urgency.

Money-Back Guarantee

If appropriate, offer a money-back guarantee to reduce the perceived risk for potential learners.

Long-Term Strategy

Consider how your pricing strategy fits into your long-term business goals. Will you increase prices as you add more content or features?

Value-Added Bonuses

Enhance the perceived value of your course by including bonuses like downloadable resources, live Q&A sessions, or access to a private community.

Competitive Analysis

Keep an eye on how competitors are pricing their courses and adjust your pricing strategy as needed to stay competitive.

Loyalty and Retention

Consider offering loyalty discounts or early access to new course content for existing customers to encourage retention.

Profit Margin

Calculate your desired profit margin and ensure that your pricing covers costs while providing the profit you need.


Clearly communicate the benefits of your course and why it’s worth the price to potential customers through your marketing materials.

Feedback and Iteration

Gather feedback from learners about the pricing and course experience. Be open to making adjustments based on their feedback.

Pricing Strategies

Here are some strategies to test when deciding how to price your online course:

Tiered Pricing: Offer different levels of access or additional resources at varying price points.

Bundle Pricing: Combine multiple courses or resources into a package at a discounted price.

Subscription Pricing: Charge a recurring fee for ongoing access to content or updates.

One-Time Payment: Set a single price for lifetime access to the course.

Free with Upsells: Offer the course for free and monetize through upsells like premium content or certifications.

Can pricing affect a business’s image?

Yes, pricing can significantly affect a business’s image. Here are some examples:

  • Premium Pricing: Higher prices can convey quality and exclusivity.
  • Low Pricing: May suggest affordability but possibly lower quality.
  • Value Pricing: Balanced pricing can show good value.
  • Frequent Discounts: Can devalue products if too common.
  • Consistency: Maintaining a consistent pricing strategy builds trust.

Choose your pricing strategy carefully to align with your desired brand image.

Can I change the price of my course often?

Changing product prices often as a business owner can have pros and cons:


  • Adaptability: Quick response to market changes.
  • Testing: Discover optimal price points.
  • Promotions: Run limited-time offers.
  • Competitiveness: Stay competitive.


  • Confusion: Customers may get confused.
  • Trust: Can erode trust if too frequent.
  • Costs: Frequent updates may be costly.
  • Brand Image: Can affect brand perception.

Consider your market and strategy before frequent price changes.

Tips on pricing your first online course

When talking about your first product ever, deciding how to price your online course looks a little different. You can do a beta launch. The price can increase after that as you’ll have feedback and can do the official launch for the course.

Offer it for free or at a minimal cost to a select group of people. These will be your beta students.

Collect feedback from them as they go through the course content and make improvements based on that feedback.

You can also use this phase to build an initial audience.

Finally, encourage beta testers to spread the word, gather testimonials from them and use them for your launch, on the sales pages, in emails, etc.

The pricing of your first online course may evolve as you gather data and refine your offering. Adapt based on market response and value provided.

Final words

There’s no one-size-fits-all approach to pricing online courses. It’s an iterative process that may require adjustments over time.

Regularly assess your pricing strategy, monitor learner satisfaction, and adapt as needed to meet your goals and your audience’s needs when deciding how to price your online course.

Deciding how to price your online course is a crucial decision. Here are steps and factors to consider when pricing your product.