Setting the right price for your online course is one of the most important decisions you’ll make as a course creator or co-producer. Price too low, and you risk undervaluing your course and making little profit. Price too high, and you might scare away potential students.
In this guide, we’ll cover how to determine the perfect price to maximize sales, revenue, and student satisfaction.
Why Pricing Strategy Matters
Your course price affects:
Perceived Value – Higher prices often signal higher quality. Sales Volume – The wrong price can reduce conversions. Profitability – You need to cover production and marketing costs. Student Commitment – People value what they pay for; free or low-cost courses often have low completion rates.
The goal is to find a balance between affordability and profitability.
Step 1: Understand Your Course’s Value
Before setting a price, ask yourself:
What transformation does this course offer? What skills or knowledge will students gain? How much would someone pay to solve this problem? What is the financial or professional ROI for the student?
If your course helps students earn more money, advance in their careers, or solve a big problem, it can be priced higher.
Example:
A course on Facebook Ads for Business Owners (which helps businesses generate revenue) can be priced higher than a Beginner Yoga Course (which is more for personal well-being).
Step 2: Research Competitor Pricing
Analyze courses in your niche on platforms like:
Udemy & Skillshare – Low-cost, mass-market courses. Teachable & Thinkific – Mid-range pricing with more customization. Kajabi & Private Memberships – High-ticket courses with exclusive content.
If similar courses are selling for $199-$499, pricing yours at $50 might devalue it. Likewise, if most are under $2000, a $5000 course might need extra justification.
Step 3: Choose the Right Pricing Model
There are different ways to price an online course. Let’s explore the best options:
1. One-Time Payment (Most Common)
Students pay once and get lifetime or time-limited access. Best for: Beginner & Intermediate courses. Common price range: $50 – $2000, depending on value.
Example:
- Basic course: $99 – $299
- Intermediate course: $299 – $999
- Advanced course or certification: $1000+
2. Subscription/Membership Model
Students pay a monthly or yearly fee for ongoing access. Best for: Courses with new content added regularly. Common price range: $29 – $199 per month.
Example: A coding bootcamp that offers new lessons every month could charge $99/month instead of a one-time fee.
3. Tiered Pricing (Multiple Levels of Access)
Offers different price points with varying features. Best for: Courses with extra bonuses or mentorship options. Example:
Basic ($199) – Access to course videos. Pro ($499) – Course + bonus content + community access. VIP ($999) – Course + mentorship + live coaching sessions.
This lets students choose a price level based on their budget.
4. Payment Plans (Higher Prices, Lower Upfront Cost)
Allows students to pay in installments. Best for: High-ticket courses ($500+). Example: A $997 course could be split into 3 payments of $349.
Pro Tip: Payment plans often increase overall revenue since more people can afford the course.
Step 4: Justify the Price with Value
No matter the price, students need to see the value in what they’re paying for. To justify a premium price:
Highlight the Transformation – Show how their life or career will improve. Include Bonuses – Workbooks, templates, Q&A sessions, etc. Add Community Access – Private groups for networking & support. Provide Case Studies & Testimonials – Show real success stories. Offer a Money-Back Guarantee – Reduces hesitation to buy.
Example: A course on real estate investing at $1497 should emphasize:
How much students could potentially earn. Case studies of people making $10K+ using the course strategies.
Step 5: Test & Adjust Your Pricing
If unsure about the perfect price, test different strategies:
Beta Launch Discount – Offer a lower price for early students and increase later. A/B Testing – Run ads for different price points and see which converts best. Limited-Time Promotions – Try flash sales to gauge demand.
Many course creators start low and increase prices as they build credibility and testimonials.
Common Pricing Mistakes to Avoid
Pricing too low – Makes the course seem low quality. Not offering payment plans – Limits accessibility for high-ticket courses. Ignoring competitor pricing – Overpricing without extra value can reduce sales. Failing to justify the price – No clear value = fewer buyers.
Final Thoughts
The right pricing strategy maximizes revenue while ensuring your course feels valuable. Whether you choose one-time payments, subscriptions, or tiered pricing, the key is to align price with value and continuously test what works best.
Now, it’s time to set your course price and launch with confidence! 
