How to price your online course in 5 steps

1Price the outcome, not the hours of video

Your student isn’t just looking for six hours of content. They want to learn something that matters to them. Your course might help them land their first client or avoid an expensive mistake.

Think about what that outcome means to them in practical terms. The more it’s worth to them, the more you can charge. It’s a better starting point for your price than the length of your videos.

2Look at 5 similar courses

Find five courses aimed at the same audience that promise a similar outcome. Write down their prices and what’s included. Look at the support they offer and what students say in their reviews.

You’re not trying to copy their prices. You’re figuring out how your offer compares.

3Choose where your course fits

• Price lower if you offer a smaller package or an introductory rate for your first students.
• Price at a similar level if the content and support are comparable, with your own teaching approach.
• Price higher if you offer something extra, such as personalized feedback or one-on-one support.

4Offer two or three packages

Different packages let prospective students choose how much support they need. For example:

• Essentials: the course on its own.
• Group support: the course plus group Q&A sessions.
• Premium: the course plus one-on-one support.

The middle package may look more affordable next to the premium option. But each package should offer something students genuinely need. Don’t create an expensive option just to make the others look appealing.

5Test, then decide

Choose a starting price and track sales page visits alongside enrollments. A few dozen visits can give you early feedback, but they aren’t enough on their own to settle your pricing.

If people aren’t enrolling, talk to some who considered it. Ask what held them back. Price could be the issue, but the outcome might also be unclear or your offer might need stronger evidence. Change one thing at a time so you can understand what makes a difference.

Common pricing mistakes

• Underpricing to feel safer: choose a price you can sustain, especially if you spend time working with each student.
• Copying a well-known instructor’s price: they already have an audience that trusts them and reviews that reassure buyers. Compare what’s included too, and the evidence you can show.
• Changing your price every week: give yourself time to observe results before adjusting it.
• Hiding the price until checkout: show it early enough for visitors to know what to expect.

No one’s enrolling, whatever you charge?

Before lowering your price again, check how many people reach your sales page. If traffic is low, you don’t have much to judge your price on.

If people visit but don’t enroll, look at where they come from and what they’re looking for. Your offer needs to reach the right audience and give them a reason to sign up. A lower price won’t necessarily fix that.

Frequently asked questions about online course pricing