How to Price Your Online Course (Psychology, Frameworks & Proven Strategies)

Learn how to price your online course using proven models, value-based strategies & pricing psychology to maximise revenue and conversions.

Pricing your online course is one of the biggest decisions you'll make — and one of the areas creators struggle with the most.

The truth is: There is no single "correct" price. There are strategic prices based on value, positioning, audience, and transformation.

This guide gives you simple pricing frameworks you can use immediately — plus the psychology behind why they work.

🎥 ▶️ How to Price Your Course — Proven Models & Examples

Step 1 — Understand the Value of Your Transformation

People don't pay for videos. They pay for results, shortcuts, and transformation.

Ask yourself:

What problem does my course solve?
How much is that problem costing someone right now?
What is the financial or emotional ROI?

Strong transformations command strong pricing.

🔗 If you haven't structured your full course yet, start here: How to Create an Online Course (Complete Guide)

Step 2 — Use the 3 Core Pricing Models

There are three pricing models used by the top course creators.

Model 1 — Market-Based Pricing Look at similar courses in your niche.

Examples:

Beginner courses: £30–£99
Intermediate courses: £99–£299
Advanced transformation courses: £300–£2,500+

This gives you a benchmark.

Model 2 — Value-Based Pricing Price according to what the student gains.

Examples:

A "Start Your Jewellery Business" course has a financial ROI → higher price.
A "How to Use Zoom" mini-course has low ROI → lower price.

Model 3 — Tiered Pricing Offer 2–3 levels:

Tier	Includes	Price
Basic	Course only	£49
Standard	Course + templates	£129
Premium	Course + coaching	£299

Tiered pricing increases conversions significantly.

Step 3 — Use Pricing Psychology (This Is Where You Win)

These psychological triggers increase perceived value:

1. Charm Pricing Use £97, £197, £297 — these convert higher than rounded numbers.

2. Anchoring Show a higher "compare value" first. Example: "Normally £299 — Today £149".

3. Scarcity & Deadlines Early-bird pricing → massive conversion boosts.

4. Bonuses Add bonuses with real value to increase price justification.

Step 4 — Match Your Pricing to Course Depth

Here's a quick system:

Mini-course (1–2 hours) Price: £19–£59

Core course (3–6 hours) Price: £97–£249

Signature transformation course (6–20+ hours) Price: £299–£2,000

This aligns with market expectations.

🔗 If you want to make sure your plan is solid before pricing, read How to Plan Your Online Course

Step 5 — Offer Early-Bird Pricing to Validate Your Course

Before you record everything, offer a:

Founders launch
Pre-sale
Beta version
Early-bird discount

Benefits:

You validate demand
You earn money upfront
You get real user feedback
You know exactly what to improve

🔗 For full launch steps, see Course Launch Strategy

Step 6 — Decide on One-Time vs Ongoing Pricing

One-Time Payment Perfect for:

Complete courses
Beginners
Clear outcomes

Membership / Subscription Perfect for:

Ongoing content
Community
Coaching
Templates
Monthly value

🔗 If you're considering subscriptions, review the Membership Pricing Guide

Step 7 — Add Bonuses That Increase Value Without Increasing Work

The easiest bonuses to add:

Templates
Cheat sheets
Example files
Extra mini-lesson
Q&A session
Community access

These increase perceived value far more than they increase your workload.

Step 8 — Test and Adjust

Your first price is not your final price.

You can adjust based on:

Conversion rate
Refund rate
Market demand
Traffic quality
Feedback

Most creators increase their price over time as value increases.

🎯 Pricing Checklist

Your transformation is clear
Your level (mini / core / signature) is chosen
You've benchmarked your market
You've chosen a pricing model
You've added bonuses
You've planned your launch pricing

You're ready to set your price and start selling.

❓ FAQ's

Q: What is the best price for a beginner course? Typically £19–£99 depending on depth and transformation.

Q: Should I do monthly or one-time pricing? One-time pricing works better for standalone courses. Monthly pricing works best for memberships or coaching.

Q: Should I offer discounts? Yes — but strategically. Use early-bird or limited-time pricing for launches.

Q: How do I know if my price is too low or too high? Test → review performance → adjust. Pricing is flexible.

🚀 Call to Action

Once you've priced your course, it's time to upload your lessons and prepare for launch.

Zenler gives you everything you need — course hosting, funnels, payments, email sequences, and more.

👉 Start building and selling today with Zenler

📌 Your Complete Course Creation Roadmap

How to Create an Online Course (Complete 2025 Step-by-Step Guide)

🎥 Watch the Full Video Series

Prefer to learn by watching? We've turned this entire guide into a step-by-step video series on YouTube.

👉 Watch the Course Creation Playlist

Categories: : Course Creators