17 Online Course Pricing Strategies to Scale Past 6 Figures

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After going through 1,317 online courses, one thing became clear fast: Pricing matters more than most creators think.

I’ve seen great courses struggle at one price point and scale rapidly at another, without changing a single lesson.

This means most of the revenue plateaus come from unclear or misaligned pricing.

Once I started testing prices intentionally instead of guessing, growth became far more predictable.

In this guide, I’m breaking down the online course pricing strategies that have worked in real launches (not theory) and how you can apply them to scale past six figures.

Let’s get into it.

1. Price Based on the Outcome

Source: Vendavo

Outcome-based pricing works because buyers mentally compare the price of your course to the value of the result.

If the outcome has clear financial or career upside, higher pricing feels logical rather than risky.

For instance, a course that teaches general productivity tips will always struggle to justify itself at a premium price.

However, a course that helps appointment setters earn $5,000-$10,000 per month could be priced at $499-$999, or higher.

How to Price Your Course

Start by writing down the most concrete result your outline delivers. Then, ask what that result is worth to the buyer over 3-6 months.

If your course helps someone close their first clients, land a higher-paying role, or launch a revenue-generating skill, your price should reflect that upside.

As a matter of fact, if you set the price too low, people might think your course is not worth the effort.

2. Validate Price With a Pre-Sale

Source: Heights

Pre-selling removes assumptions from pricing. Instead of guessing what people might pay, you let real buyers decide with their wallets.

It also protects you from building a full course at a price point the market won’t support.

This matters because the lack of demand is a known failure driver.

Research shows that 42% of products fail because there is no market demand, which often includes misaligned pricing.

Example: Before building a full course on freelance lead generation, offer a pre-sale at $299 with a clear outcome.

If people buy, you’ve validated both the topic and the price.

Helpful Tip: Pre-Selling Without Building Everything

If you’re validating pricing through a pre-sale, tools like Coursebox AI can help you launch quickly without creating the full course upfront. You can upload a structured outline, unlock early modules, and deliver content gradually while collecting real buyer feedback.

3. Start Higher Than You’re Comfortable With

Most first-time course creators price low because they want to feel “safe.”

The problem is that low prices often attract low-commitment buyers who don’t complete the course or implement the material.

Higher prices tend to attract buyers who are more serious about results.

I have seen many skill-based courses that start at $49-$99 struggle with engagement.

Meanwhile, the same course priced at $299-$499 often sees fewer buyers, but better completion rates.

How to Use Higher Prices

Choose a price that makes you slightly uncomfortable, then observe buyer behavior.

If people buy but ask fewer basic questions and show stronger commitment, you’re likely in the right range.

Adjust only after reviewing feedback, not based on fear.

4. Offer Tiered Pricing Options

Source: Course Navigator

One of the most widely used online course pricing strategies is tiered pricing.

It works because it gives buyers control over how deeply they engage.

Rather than forcing everyone into one price, you let them self-select based on support level, speed, or access.

A simple example looks like this:

• $199 – Self-paced course only
• $399 – Course + templates + community access
• $999 – Course + live sessions + direct feedback

Most buyers will naturally gravitate toward the middle option because it feels balanced.

The premium tier also anchors value, making the lower tiers feel more affordable by comparison.

To apply this, decide what type of support or access you can realistically offer, then separate value by experience.

5. Use a Founding Member Price

Source: Reddit

The next online course pricing strategy that you can use is founding member pricing.

It rewards early trust while creating urgency without relying on discounts forever.

Early buyers feel like insiders, and later buyers accept higher prices because the course is now proven.

In fact, time-bound offers tend to increase conversions significantly, especially when buyers know the price will increase.

Example: You might launch a course at $199 for the first 50 students, then raise it to $399 once testimonials and results come in.

The key is to never drop the price back down.

6. Add a Payment Plan Without Discounting

Source: OptimizePress

Payment plans don’t reduce the value of your course; they reduce friction.

Many buyers can justify the outcome, but hesitate at a single upfront payment.

That’s why offering installments keeps your price intact while making the decision easier.

For example, a $999 course feels heavy as a lump sum, but 3 payments of $349 often feel manageable, though the total is the same.

How to Offer Installments

To implement this, keep the full-pay option visible and position it as the best value.

Then add a payment plan alongside it, clearly labeled as installments.

Make sure to avoid calling it a “discount.” It’s simply a flexibility option for buyers who need it.

7. Anchor Price With a Higher Reference Point

Source: Adonis Media

Price anchoring works because people judge prices comparatively, not objectively.

When buyers see a higher reference point first, your actual price feels more reasonable, even if it hasn’t changed.

A common example is comparing your course to alternatives.

If hiring a consultant costs $3,000–$5,000, it positions your $499–$999 course as a structured alternative and reframes the price instantly.

The course doesn’t feel expensive anymore; it feels efficient.

How to Use Price Anchors

Introduce a credible higher-cost alternative before revealing your price.

This could be coaching, agency work, trial-and-error costs, or lost time.

The anchor must be real and relevant, not exaggerated.

8. Charge More for Access or Support

You can scale your content, but not access.

That’s why support, feedback, and direct interaction should always be priced higher than self-paced content.

Buyers aren’t paying for more videos; they’re paying for speed, clarity, and accountability.

A course that might cost $299 on its own could be sold for $999 with live Q&A calls or direct feedback. Although the information may be similar, the experience is not.

Source: Spotlightr

To implement this, clearly separate “learning” from “support” in your offer.

Make the base course self-paced, then add premium tiers for live calls, reviews, or private access.

This keeps pricing fair while increasing revenue without adding more content.

9. Use Scarcity to Protect Pricing

Source: SellCoursesOnline

Scarcity protects your price by encouraging decisions instead of delays.

Without it, buyers postpone action, even when they want the outcome. The key is using real scarcity, not fake urgency.

Real scarcity comes from limits you can actually enforce.

It could be cohort dates, capped seats, or limited access to support.

For instance, a live cohort capped at 30 students justifies both urgency and a higher price.

You simply have to be transparent about it. Clearly state what’s included and why.

When the deadline or cap is reached, honor it.

Consistency builds trust, and trust supports premium pricing over time.

10. Use Non-Rounded Prices

Source: Hyperstack

One of the best online course pricing strategies that almost every course uses is non-rounded pricing.

If you’re not using it, you’re leaving cash on the table.

The reason behind this is that non-rounded pricing suggests that the number was calculated deliberately, which increases perceived fairness.

Research also shows that prices ending in 9 outperformed rounded prices, increasing sales by up to 24%.

Even though this research focused on consumer goods, the same psychological mechanism applies to digital products.

In the context of online prices, this is why a course priced at $479 often feels more thoughtfully priced than one at $500.

How to Use Non-Rounded Pricing

Start with your ideal rounded price internally, then adjust slightly downward to a non-rounded figure.

You can first test $297 instead of $300 or $997 over $1,000.

Just make sure to keep the adjustment small, so you preserve value while benefiting from the psychological effect.

11. Test Multiple Price Points

Source: SellCoursesOnline

There is no perfect price, only tested prices.

What feels expensive to one audience may feel underpriced to another. Testing removes opinion from the equation.

An example of it could be one creator who may test a course at $199, $299, and $399 across different launches or traffic sources.

Sometimes, fewer buyers at a higher price generate more revenue and better results.

To test pricing, change one variable at a time.

Keep the offer and messaging consistent, then compare conversion rate, revenue, refunds, and engagement.

Let behavior guide decisions, not gut instinct.

12. Use Decoy Pricing Intentionally

Source: Segmentify

Decoy pricing influences choice by making one option clearly more attractive.

Here, the goal isn’t to sell the decoy; it’s to guide buyers toward the option you want them to choose.

Three-tier pricing, where the middle option is clearly the best value, is a great example of decoy pricing.

In this, the top tier anchors price, the bottom tier limits features, and the middle tier feels like the smart decision.

To apply this, design your pricing table so one option stands out naturally.

Label it clearly, highlight its benefits, and make sure it aligns with the experience most buyers should have.

13. Charge More for Certification or Proof

Source: Venngage

Certification changes how a course is perceived.

The moment proof of credentials is involved, the course stops being just “education” and starts becoming an asset.

Buyers are no longer paying only to learn. They are paying to demonstrate competence to employers, clients, or partners.

Example: A general UX course might sell for $199. The same course, paired with a structured assessment and a verifiable certificate, can reasonably be priced at $499 or more.

How to Charge More with Certificates

Initially, tie certification to clear standards.

Define what learners must complete or demonstrate to earn it, and make the criteria visible upfront.

Charge more specifically for the certification track, not the base learning content, so buyers understand exactly what they’re paying for.

14. Provide Plenty of Payment Options

Source: cleverbridge

Different buyers prefer different ways to pay.

Some want to pay in full, others prefer installments, and some rely on digital wallets or local payment methods.

Thus, limiting payment options creates unnecessary resistance at the point of decision.

For instance, a buyer might be fully convinced about a $399 course but abandon checkout if their preferred payment method isn’t available.

So, make sure to offer widely used payment methods such as cards and digital wallets.

You can also add local payment methods to increase your target audience.

This way, you simply remove reasons not to buy any particular course.

15. Test Dynamic Pricing for Different Countries

Source: Subscription Index

A single global price doesn’t reflect global purchasing power.

What feels affordable in the U.S. can be completely out of reach in countries like Brazil, India, or Indonesia.

That is why many online course sellers tend to use dynamic pricing.

They adjust both currency and price to better match the local economic realities, which is a core but often overlooked online course pricing strategy.

Research also shows that businesses using localized pricing and currencies see an increase of up to 30% in conversion rates.

How to Use Dynamic Pricing

Segment pricing by country and automatically display local currencies.

After that, test different price points across regions and track conversion rates independently.

Your goal is to simply increase accessibility in lower purchasing power markets without devaluing the course in higher-income regions.

Tool Tip: Supporting Global Learners

Some creators use tools like Coursebox to deliver courses in multiple languages and formats. It pairs well with country-based pricing. Features such as AI-generated training videos and multilingual support make it easier to localize content without rebuilding the course.

16. Sell to Businesses at Higher Rates

Source: Better Proposals

Businesses buy differently from individuals.

They care less about price and more about outcomes, efficiency, and team performance.

The same course that sells for $299 to individuals can be sold for thousands when packaged for teams or organizations.

A sales training course might cost $399 per individual, but a company may gladly pay $5,000–$10,000 for team access, reporting, or internal rollout.

To use this online course pricing strategy, simply create a separate business offer or ask enterprises to contact you for custom pricing.

Package your course with team access, usage rights, or internal reporting, and price it accordingly.

17. Offer a Low-Cost Entry Product

Low-cost entry products work because they turn interest into commitment.

A small purchase builds trust faster than free content alone and makes the next buying decision easier.

Rather than selling a $499 course cold, offer a $19 mini course or $29 workshop that solves a very specific problem.

Once someone experiences value and pays once, upgrading to the full course feels like a natural next step.

How to Offer a Low-Cost Entry Product

Simply design a small product that delivers a quick win and directly connects to your main course.

Price it low enough to feel safe, but high enough to signal value.

The goal isn’t profit; it’s relationship-building that leads to higher-ticket sales later.

Summing Up

After working on and selling online courses at different price points, I know for a fact that unclear pricing is usually the real problem.

When the price matches the outcome, and the audience understands the value, resistance drops naturally.

So, if there’s one piece of advice I’d leave you with, it’s this: treat pricing as an ongoing experiment, not a final decision.

Use these online course pricing strategies to create alignment between what your course delivers and what it costs.

And if the course truly delivers results, charging with confidence is the only way to go.

FAQs

1. How do I know if my course is underpriced?

A course is often underpriced if buyers say yes too quickly, rarely ask questions, or fail to complete the material. Another signal is strong results without resistance at checkout. If learners are getting meaningful outcomes and your price feels “safe,” it’s usually a sign there’s room to increase.

2. Is it better to price low and get more students or price high and get fewer?

Neither approach is universally better. Low pricing can increase volume but often lowers commitment, while higher pricing usually attracts more serious learners. The right choice depends on your capacity for support, the outcome delivered, and whether completion and results matter more.

3. Can I raise my course price after launching?

Yes, and in many cases you should. As proof, testimonials, and results accumulate, the perceived value increases. The key is to raise prices gradually and transparently. Early buyers should feel rewarded for taking a chance, while later buyers accept higher prices because the course is now validated.

4. How many pricing options should I offer?

Three pricing options work well for most courses. A basic tier, a recommended middle tier, and a premium tier give buyers a clear comparison and help guide them toward the best option. In short, a single option limits flexibility, while too many create confusion.