How to Price Your Online Course
Pricing strategies that maximize your revenue
Stop undercharging for your knowledge. Learn the psychology and strategy behind pricing courses that sell AND are profitable.
Why Most Course Creators Underprice
The biggest mistake new course creators make? Pricing too low. They look at Udemy courses at $12.99 and think that's what courses cost. It's not—that's what commoditized, discounted courses in a marketplace cost.
Your course isn't a commodity. It's a transformation you're offering. And transformations are worth real money.
This guide will help you understand pricing psychology, calculate what to charge, and confidently set a price that reflects your course's true value.
5 Steps to Price Your Course Right
A practical framework for setting profitable prices
Calculate the value of transformation
What is the outcome of your course worth to students? If your course helps someone get a $10K raise, $500 is a bargain. If it saves 100 hours of struggle, what's that time worth?
Tips
- Think in terms of money earned, saved, or problems solved
- Consider the emotional value (confidence, peace of mind)
- Your price should be a fraction of the value delivered
Research your market
Look at what competitors charge, but don't just copy them. Understand the range and where you fit based on your unique positioning and depth of content.
Tips
- Ignore Udemy prices (those are artificially deflated)
- Look at independent course creators in your niche
- Consider courses that teach similar transformations
Choose your pricing model
One-time purchase, subscription, payment plans, or tiered pricing? Each has pros and cons depending on your content and audience.
Tips
- One-time works for standalone courses
- Subscriptions suit ongoing content libraries
- Payment plans increase accessibility for higher prices
- Tiers (basic/premium) capture different market segments
Test and adjust
Your first price isn't final. Launch, gather data, and adjust. Some creators start higher and offer discounts; others start lower and raise prices as they add testimonials.
Tips
- Track conversion rates at different price points
- A/B test if you have enough traffic
- Raising prices is easier than you think
Stand behind your price
Pricing confidence matters. If you seem unsure about your price, students will be too. Know your value and communicate it clearly.
Tips
- Don't apologize for your price
- Explain the value, not the cost
- Offer a guarantee to reduce risk
Common Pricing Strategies
Approaches that work for different situations
Premium pricing
$500-2000+. Positions you as high-end, attracts serious students, requires strong marketing and social proof.
Mid-range pricing
$100-500. The sweet spot for many creators. Accessible but not cheap. Good balance of volume and profit.
Entry-level pricing
$25-100. Lower barrier, higher volume needed. Good for building audience but can undervalue your expertise.
Tiered pricing
Offer 2-3 tiers (Basic, Pro, VIP) to capture different segments. Higher tiers include extras like coaching or community.
Launch pricing
Offer a discount for early buyers, then raise to full price. Creates urgency and rewards early adopters.
Payment plans
Split payment into 2-4 installments. Makes higher prices accessible. Total can be slightly higher than one-time price.
Flexible Pricing on iLoquio
Set any price, keep 5% commission
You set your prices
No platform-imposed discounts. Charge $49 or $4,900—your choice.
Payment plans built-in
Offer installment payments easily without third-party tools.
Multiple currencies
Accept payments in 135+ currencies via Stripe.
Coupons and discounts
Create promotional codes for launches and special offers.
No forced sales
Unlike marketplaces, we never discount your course without permission.
Keep 95% of revenue
Low 5% commission means more profit at any price point.
Frequently Asked Questions
Ready to Price Your Course?
Create your course on iLoquio and set your own prices. No monthly fees, no forced discounts.
Start for free