Just imagine that you open your email and see many messages. They are not spam, but for students who want to join your online course. They say your course is great, valuable, and life-changing. 

And the best part? They pay what you ask for – a price that reflects your expertise and fuels your financial dreams. 

This may seem like a dream, but it is not! 

You can make it happen when you learn how to price your online course well. 

In this article, we will discuss five proven strategies that will help you set the best price for your online course.

Whether you’re an expert online teacher who wants to improve your pricing strategy or you’re new to this, these strategies will help you choose a good and fair price that fits your course and attracts the right students.

What actually goes into determining the best price for your course? 

The answer lies in knowing the factors that affect how much your course is worth. 

Now, let’s look at these factors that affect the price of your online course.

Factors affecting the pricing of your online course

Setting the right price for your online course is not a guessing game. It is a strategic decision guided by a clear understanding of the various factors that impact its perceived value and your financial success. 

In this section, we’ll examine these crucial elements, giving you the power to make informed pricing decisions.

1. Course Complexity and Value

The more intricate the content, the higher the perceived value. Balancing the depth of knowledge with an understandable learning curve is crucial. Students should feel challenged, not overwhelmed.

2. Target Audience

Understanding your audience is paramount. Are they students on a budget or professionals looking for an advanced skill boost? Aligning your pricing with their expectations is key to success.

3. Market Trends

The ever-evolving nature of online education requires keeping a finger on the pulse of market trends. Regularly assess similar courses, identify gaps, and adjust your pricing accordingly.

4. Production Costs

Behind every polished course is a series of production costs. Factor in content creation, platform fees, marketing, and your time. Be realistic about what it takes to maintain quality.

Now that we’ve explored the key factors influencing your online course’s value and potential earnings, it’s time to translate this knowledge into action!

Let’s turn our attention to five proven strategies that will guide you in crafting the perfect pricing plan for your course.

5 Proven Strategies to Price Your Online Course

You need to stop guessing the price of your online course. 

With these five proven strategies you can find the best price for your course– a price that reflects your expertise, attracts the right students, maximises your profits, and turns your passion into a thriving business. 

Strategy 1: Know your Audience

Before setting your price, you need to know your audience well. By knowing their needs, wants, and pain points, you can create a course that resonates deeply and commands a price that reflects its value. Here are some effective ways to get to know your audience:

1. Get their data through:

  • Surveys: Craft targeted surveys to gather insights on demographics, income levels, course preferences, and budget constraints.
  • Social media analysis: Join relevant Facebook groups, analyze online forums, and track hashtags to understand their language, interests, and challenges.
  • Customer data: If you already have students, analyze their purchase history, course engagement, and feedback to identify patterns and preferences.

2. Get personal:

  • Interviews: Conduct one-on-one interviews with potential students to delve deeper into their motivations, goals, and ideal learning experiences.
  • Focus groups: Organize small group discussions to gather richer insights on how your course idea resonates and what price points feel fair.

3. Build user personas:

  • Segment your audience: Based on your research, divide your target audience into groups with similar characteristics and needs.
  • Create detailed profiles: Develop personas for each segment, including demographics, goals, pain points, learning styles, and preferred communication channels.
  • Use personas to tailor your approach: Craft your course content, marketing messages, and pricing strategy to resonate with each persona’s specific needs and value expectations.

Target Audience Profile Example

SegmentProfileGoalsPain Points
Segment 1Working professionals in the tech industryTo upskill and advance their careersLimited time for learning due to work commitments
Segment 2College students studying marketingTo gain practical knowledge and enhance their job prospectsLimited practical experience and industry connections
Segment 3Entrepreneurs running small businessesTo learn marketing strategies to grow their businessesLimited budget for professional development

In the example above, the target audience is divided into three segments based on their demographics, characteristics, goals, and pain points. 

This audience segmentation lets you, the course creator, know their income level, how much they value what you offer, and what words to use when marketing to them.

Strategy 2: Research your Competition

Knowing your competition is crucial, but it’s not about blindly following their pricing strategies. Instead, use their insights to differentiate your own course and offer unique value that attracts your ideal students. 

Here’s how:

Look at Competitor Courses: Spend some time to check out the courses offered by your competitors. See what they teach, how they teach, and what extra resources they give. This will help you identify gaps they’re not filling and opportunities to deliver something different.

Compare Prices: Study how your competitors price their courses. Are they charging more or less than the average price in the market? Knowing the market prices will help you decide where your course fits in and whether you want to charge more, less, or the same as your competitors. 

Find your Unique Selling Points: Look for gaps in the market that your competitors may not be addressing. Find out what makes your course special and valuable. This could be extra resources, personal feedback, or a different way of teaching. Highlight these unique points to set yourself apart from the competition.

 Here are some resources to help you research your competition effectively:

  • Course platforms: Many online learning platforms like Udemy and Skillshare display popular courses and their prices. Use these to identify key players in your niche.
  • Social media: Follow your competitors and their students on social media. Observe the kind of content they engage with and the pain points they discuss.
  • Reviews and testimonials: Read student reviews and testimonials to understand what resonates with their audience and what they might be missing.


  • Focus on differentiation, not imitation. Use competitor insights to refine your unique selling proposition (USP) and make your course stand out.
  • Offer more value, not just lower prices. Don’t engage in price wars. Instead, focus on providing higher-quality content, personalized support, or exclusive resources to justify your price point.
  • Be authentic and passionate. Let your unique expertise and teaching style shine through. Your genuine passion will resonate with students and set you apart from the crowd.

By researching your competition strategically and focusing on value creation, you can gain valuable insights without falling into the copycat trap. This will allow you to set a confident price that reflects your unique offering and attracts the right students.

Strategy 3: Set your Prices for Maximum Profit

Setting the right price for your online course to maximize profit involves a strategic balance between perceived value and financial sustainability. 

It is essential to avoid undervaluing your course, as doing so can harm your business and brand perception in various ways.

Reasons why you should not sell your online course for a low price:

  • It makes you lazy with your marketing: When your course is priced too low, you run the risk of becoming lazy with marketing efforts. The perception that you don’t need to invest as much in promotion can hinder reaching your target audience effectively.
  • You can’t afford to advertise your course: Low-price points may leave you with a minimal budget for advertising. Adequate promotion is crucial for visibility in the competitive online education landscape, and insufficient funds can impede your ability to stand out.
  • You degrade your course’s perceived value: Pricing your course too low might inadvertently convey a lack of value. Potential students may question the quality and effectiveness of your course, affecting enrollment and long-term success.
  • It takes just as much effort to sell a low-priced course as it does to sell a high-priced one: Contrary to the belief that selling a low-priced course is easier, it often requires just as much effort as selling a higher-priced one, with significantly diminished returns. Effort doesn’t always scale linearly with price.
  • Lower prices attract lower-quality customers: Lower prices tend to attract price-sensitive customers who may be less committed to the learning process. This can lead to a higher churn rate and impact the sustainability and reputation of your course.

Now that we’ve outlined the risks of undervaluing your course, let’s see reasons for pricing your online course correctly

Why is it Important to Price your Online Course Correctly?

Pricing your online course is a strategic decision that significantly affects its success and sustainability. 

Therefore, picking a number at random without careful consideration is not wise. Here’s why getting the price right is important:

Perceived Value

The price you set conveys a message about the value of your course. If the price is too low, your potential student may question its value. 

If the price is too high, they might not even look at it. So finding the right price shows them that your course is valuable and worth the investment.

Market Positioning

The right price helps position your online course in the market. Understanding what similar courses are charging allows you to position yourself competitively. 

You want to strike a balance where your course is a good deal for your audience and similar to what is in the market.

Revenue Generation 

Let’s be real—your online course is also a business. 

Pricing it correctly ensures that you make enough to keep things running smoothly. 

It helps to cover the cost of creating the course and lets you earn an income for your time, expertise, and resources.

Better Student Engagement and Commitment

When people pay for a course, they are more likely to be engaged and dedicated to completing it. 

A fair price helps you attract students that are committed to learning which makes their learning experience better and builds a strong reputation for your courses.

Brand Perception

Your pricing strategy says a lot about your brand. A higher price will make people think your course is exclusive or top-notch while a lower price will make it seem more accessible.

By matching your price with what your brand identity is, you build a consistent and trustworthy image.

Optimizing Reach and Impact

The right price can influence the number of people who can access your course. 

This means that more people can benefit from what you have to teach. This becomes a win-win because it increases the impact of your course.

Flexibility and Adaptability

Being able to adjust your pricing strategy over time is important. As your course gets more popular, your expertise improves, or as the market changes you might need to tweak things. 

Staying flexible means your course stays relevant and keeps meeting the needs of your audience.

In essence, picking the right price for your online course is a big deal. It is about understanding your audience, knowing the value of your course, and strategically positioning your course in the competitive online learning space.

However, before deciding on a higher price point for your course, it’s important to recognize situations where offering it at a lower price can be a strategic move. 

This leads us to the next question: When should you consider taking a different approach and selling your online course for a low price?

When can you sell your online course for a low price? 

While setting the right price is crucial, there are strategic times when selling your online course at a lower price can be a powerful tool for growth and success. 

Here are some key instances:

1. Attracting New Customers:

  • Introductory Discount: Offer a limited-time discount to incentivise new students who haven’t purchased before. This can help acquire your first customers, build trust, and establish a base for future sales.
  • Free Preview or Trial: Provide a free sample of your course content to give potential students a taste of your expertise and value proposition. This can pique interest and lead to full enrollment at the regular price.

2. Pre-Launch or Early Bird Offer:

  • Early Adopter Discount: Before your official launch, offer a special discount to early birds who pre-order your course. This generates excitement, builds anticipation, and secures early revenue to support launch efforts.
  • Founding Member Program: Create a limited-time founding member program with additional perks like exclusive content or community access at a discounted price. This rewards early supporters and fosters a sense of belonging and community.

3. Strategic Price Adjustment:

  • Seasonal Promotions: Offer seasonal discounts around holidays, Black Friday, or other relevant events to capitalize on increased shopping interest.
  • Bundle Deals: Combine your course with complementary resources or other courses at a bundled price to offer more value and attract buyers looking for comprehensive solutions.
  • Loss Leader Strategy: Use your course as a loss leader, offering it at a lower price to attract new customers who might then purchase additional higher-priced products or services.

4. Building Authority and Expertise:

  • Free Course or Workshop: Offer a free introductory course or workshop to showcase your knowledge and attract potential students to your paid offerings. This builds authority, establishes you as an expert, and generates leads.
  • Pay-What-You-Want Model: For specific courses or limited periods, experiment with a pay-what-you-want model to allow students to contribute based on their perceived value. This can gather valuable feedback and attract budget-conscious learners.

Remember, selling your course at a low price should be a strategic move, not a default setting. Carefully consider your goals, target audience, and market landscape before implementing any discount strategies.

Now let’s explore effective strategies for maximizing your profit potential through strategic pricing:

1. Calculate Your Sustainable Price Point:

Know your numbers

  • Understand production costs, including content creation, hosting platform fees, and any external services.
  • Factor in the time investment for course development, marketing, and ongoing maintenance.

Know your price points

  • Conduct market research to understand what price points are reasonable for courses of similar quality and content.
  • Consider the perceived value of your course in comparison to competitors.

Know your investments

  • Identify the tools, technology, and marketing expenses incurred in creating and selling your course.
  • Consider any initial investments in equipment, software, or professional services.

Know your expenses 

  • Factor in ongoing expenses for maintenance, updates, and customer support.
  • Consider any costs associated with providing additional resources, such as webinars or supplementary materials.

Know your profit

  • Calculate a fair profit margin that rewards your effort and provides sustainability.
  • Consider potential scalability and growth when determining your profit margin.
Image by vectorjuice on Freepik

2. Implement Profit-Boosting Strategies:

  • Tiered pricing: Offer different access levels with varying price points depending on features like bonus content, live Q&A sessions, or additional support.
  • Limited-time discounts and bundles: Create a sense of urgency and exclusivity with temporary price reductions or bundled course packages.
  • Upselling and cross-selling: Recommend complementary courses or resources after purchase to increase customer lifetime value.
  • Subscription models: Provide ongoing access to new content and updates through a subscription model, generating recurring revenue.

By understanding the consequences of undervaluing your course and implementing these profit-maximizing strategies, you can set prices that not only generate substantial income but also maintain high perceived value and ensure long-term success for your online education business.

Remember, your course is a valuable asset. Pricing it strategically allows you to invest in its continued improvement, enhance the learning experience for your students, and build a sustainable business that rewards your expertise and effort.

Strategy 4: Implement Marketing Strategies that Work for Your Business

Implementing smart marketing strategies is essential for promoting your online course effectively and reaching your target audience. 

By utilizing various digital marketing tactics, you can maximize your course’s visibility, attract potential students, and drive conversions. 

Here are some smart marketing strategies to consider:

1. Social Media Engagement:

  • Facebook Groups: Join relevant Facebook groups where your target audience gathers. Participate in discussions, offer valuable insights, and subtly promote your course as a solution to their problems.
  • Twitter Challenges: Run engaging Twitter challenges related to your course’s topic. Encourage participation with prizes or exclusive content, and use relevant hashtags to increase visibility.
  • Instagram Stories: Host live Q&A sessions or share behind-the-scenes glimpses of your course creation process on Instagram Stories. Build a connection with potential students and showcase your expertise.

2. Targeted Ads:

  • Facebook Ads: Utilize Facebook’s powerful targeting options to reach users based on demographics, interests, and online behaviour. Create compelling ad copy that highlights your course’s unique benefits and addresses specific pain points.
  • Google Ads: Target your ads to specific keywords related to your course topic. Optimize your landing page for conversions with clear calls to action and persuasive messaging.

3. Measure and Analyze:

  • Track key metrics: Don’t just throw marketing out there. Monitor website traffic, email open rates, click-through rates, and conversion rates to understand what’s working and what’s not.
  • A/B test different approaches: Try different variations of your marketing messages, ad copy, and landing page elements to see what resonates best with your audience.
  • Invest in analytics tools: Utilize tools like Google Analytics and social media platform analytics to gain deeper insights into your audience and optimize your market efforts.


  • Focus on value: Don’t just sell your course, sell the transformation it offers. Highlight the tangible benefits and positive outcomes students can achieve.
  • Stay authentic: Let your unique voice and personality shine through your marketing efforts. Build trust and connect with your audience on a deeper level.
  • Adapt and iterate: Marketing is a dynamic process. Be willing to experiment, learn from your results, and adjust your strategies based on data and feedback.

By implementing these actionable marketing tactics and prioritizing measurement and analysis, you can ensure your marketing efforts resonate with your target audience, attract the right students, and maximize the return on investment for your online course.

Strategy 5: Review your Pricing Strategy

Determining the price of your online course is not a one-time decision. Similar to any successful business venture, it requires ongoing review and evaluation to ensure it stays optimal. 

Consider this Strategic Review as a regular pit stop on your online course journey, enabling you to fine-tune your pricing for maximum impact.

Here’s how to review your pricing strategy effectively:

1. Track and Analyze Key Metrics:

  • Conversion Rates: Are your price points attracting enough enrollments? Monitor your conversion rate (purchases/visitors) to see if adjustments are needed.
  • Customer Acquisition Cost (CAC): How much are you spending to acquire each student? Calculate your CAC and compare it to your profit margin to ensure a healthy balance.
  • Student Lifetime Value (LTV): How much revenue are you generating from each student across their journey? Analyze LTV to understand the long-term impact of your pricing.

2. Monitor Market Trends:

  • Competitor Pricing: Regularly research competitor pricing to stay competitive and ensure your value proposition shines through.
  • Industry Benchmarks: Understand average pricing within your niche to adjust your strategy accordingly.
  • Emerging Learning Trends: Keep up with changing learner preferences and adapt your pricing model to cater to new demands, like subscription models or bundled offerings.

3. Gather Feedback and Adapt:

  • Student Surveys: Ask enrolled students about their perception of your course’s value and if the price matches their expectations.
  • Social Media Listening: Monitor online discussions and feedback about your course to identify potential pricing concerns.
  • Industry Experts: Seek advice from experienced course creators or pricing consultants for additional insights and recommendations.

4. Experiment and Optimize:

  • Limited-time promotions: Test short-term discounts or price adjustments to understand student sensitivity and gauge the potential for future pricing changes.
  • A/B testing: Experiment with different price points on landing pages or advertising campaigns to see which resonates best with your audience.
  • Bundle strategies: Explore offering tiered packages or bundling your course with complementary resources to test higher price points and diversify revenue streams.

Remember, reviewing your pricing strategy is an ongoing process. By actively monitoring, analyzing, and adapting, you can ensure your course is priced to attract ideal students, generate sustainable revenue, and ultimately achieve your online education goals


Congratulations! You have learned the five proven strategies to price your online course well. By understanding your audience, researching your competition, setting strategic prices, implementing effective marketing, and continuously reviewing your approach, you’re now ready to teach online and make a good business from your passion and skill.

Remember, the perfect price isn’t just a number; it’s a strategic decision that reflects the value you deliver, resonates with your target audience, and fuels your financial success.

So, use what you’ve learned, confidently apply these strategies, and see your online course become a valuable source of knowledge and a lasting impact on your students. Good luck!

If There’s Only One Thing to Take Away

Focus on value, not just price. Your course should offer a transformative learning experience that justifies its cost. 

By understanding your audience, highlighting your unique strengths, and delivering exceptional content, you can create a course that resonates deeply and commands the price it deserves.

Also remember that you course price can always evolve over time as you get more results and testimonials from your students. 

Additional Tips:

  • Start with confidence: Trust your expertise and the value you offer. Don’t undervalue your course or hesitate to charge a fair price.
  • Be flexible and adapt: Market conditions and student preferences change. Be willing to adjust your pricing strategy based on data and feedback.
  • Stay passionate and engaged: Your enthusiasm for your topic is contagious. Let it shine through in your marketing and course materials to attract and inspire students.

With dedication, strategic pricing, and a focus on value, you can turn your online course into a thriving business and make a real difference in the lives of your students.

If you enjoyed this post or have further questions about pricing your online course, feel free to reach out! 

I’m always happy to connect and help course creators like yourself.

You can find me on Instagram – digitalcreatorchic_  or send me an email via


How do I determine the right price for my online course?

To determine the right price for your online course, it’s important to know your audience, research your competitors, implement smart marketing strategies, price for profitability, and invest in the right software. These strategies will help you set an optimal price for your course and attract the right audience.

How can I know my audience?

Knowing your audience involves identifying your target audience and gathering information about their goals, motivations, and pain points. 

You can conduct a discovery session, create learning personas, or engage in one-on-one conversations to gain insights into your audience’s preferences and learning styles.

Why is it important to research my competitors?

Researching your competitors allows you to analyze their courses, prices, and offerings. By identifying gaps in the market that you can fill with your unique selling points, you can differentiate yourself from the competition. 

Analyzing market prices also helps you determine whether to position your course as premium or undercut your competitors.

What are some smart marketing strategies for promoting my online course?

Smart marketing strategies for promoting your online course include utilizing email campaigns, optimizing your website for search engines, leveraging social media platforms, utilizing Google Ads, listing your courses on relevant marketplaces, and partnering with industry publications or membership bodies. These strategies help increase your online presence and expand your reach.

How should I price my online course for profitability?

Pricing your online course for profitability involves avoiding underpricing and considering the value-added components your course offers, such as online forums, resource libraries, and instructor access. 

Conduct a competitor pricing analysis, experiment with different pricing strategies, and find the right balance between attracting customers and maintaining profitability.

How can I utilize my coaching and consulting connections to promote my online course?

Utilize your coaching and consulting connections by reaching out to leads who may not have purchased your services but could benefit from your online course. 

Engage in one-on-one conversations, provide personalized recommendations, and highlight how your course can meet their needs.

How can I leverage podcasts and guest blog posts to promote my online course?

Participating in podcast interviews positions you as an expert and allows you to reach a wider audience. Writing guest blog posts allows you to share valuable content with a new audience and establish yourself as a thought leader. Utilize these platforms to engage with potential course buyers and showcase your expertise.

What are the benefits of pre-selling my online course?

Pre-selling or selling your course on pre-order allows you to gather real-time feedback and create a course that resonates with your target audience. 

By incorporating feedback into the course creation process, you can ensure that your course delivers the desired results and potentially attracts more buyers.

How can lead magnets help promote my online course?

Lead magnets are valuable free resources offered in exchange for email addresses. 

By offering high-quality lead magnets related to your course topic, you can attract interested individuals to your email list, nurture them, and eventually promote your online course to them.

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