Getting your online course pricing strategy right is one of the hardest parts of launching a course. Price too low and you undervalue your expertise. Price too high without the positioning to back it up and you hear crickets. We see course creators make the same pricing mistakes over and over again, and most of them are completely fixable.
In this post, we will walk you through the five most common pricing mistakes we see course creators make – and more importantly, how to fix them. Whether you’re launching your first course or your fifth, these insights will help you price your course with confidence.
Mistake #1: Pricing Your Online Course Too Low
“I’m just starting out, so I should charge less.” “There’s so much free content out there already.” “What if people think it’s too expensive?”
Sound familiar? We hear these concerns all the time, and they all lead to the same mistake: pricing your course too low.
Here’s the truth: Low prices don’t just hurt your revenue – they hurt your students’ results. When people pay more, they’re more committed to taking action and getting results. We’ve seen this countless times with our own courses and those of our clients.
Plus, low prices often signal low value to potential students. Think about it: if you saw two similar courses, one for $37 and one for $497, which would you assume offers more value?
How to fix it:
- Start by calculating the true value of your course’s outcome. What problem does it solve? What’s that solution worth to your ideal student?
- Research what other established course creators in your niche charge (but skip Udemy – more on that in mistake #4)
- Add at least one high-touch element to justify a higher price point (like group coaching calls or a private community). Our guide to creating multiple offers from one course walks you through how to build different price tiers around the same content.
- Remember: your price isn’t just about the content – it’s about the transformation you deliver
Mistake #2: Over-discounting and Devaluing Your Course
“Flash sale! 75% off this week only!”
“Early bird discount extended… again!”
“Special one-time offer (that happens every month)”
We get it – everyone loves a good deal. But when you’re constantly running deep discounts on your course, you’re training your audience to never pay full price. Worse, you’re telling them your course isn’t really worth what you say it is.
Think about luxury brands like Apple or Louis Vuitton. When was the last time you saw them run a 50% off sale? Never, right? That’s because they understand the psychology of pricing and value. On the flip side, think about Old Navy or Gap — if you’re purchasing from them without a discount, you’re definitely paying too much. They regularly launch 30%+ discounts.
How to fix it:
- Limit discounts to truly special occasions (like your annual Black Friday sale)
- Keep discounts modest (20-30% maximum)
- Instead of discounting, add bonuses to increase perceived value
- Create genuine urgency through limited spots or exclusive bonuses rather than constant price drops
Mistake #3: Pricing Based Solely on Content Length Rather Than Value
“It’s 10 modules long, so I should charge $1,000.”
“My competitor has 20 hours of content, so I need to match that.”
Your course’s value isn’t in its length – it’s in the transformation it delivers. Some of the most valuable courses we’ve seen are short and focused, getting students results faster than lengthy, content-heavy alternatives. In fact, trying to teach everything you know is one of the most common mistakes we see first-time course creators make.
Remember: Your students aren’t paying for your time; they’re paying for the outcome.
How to fix it:
- Focus on the end result your course delivers
- Emphasize the speed to outcome (faster results are often worth more)
- Price based on the problem you’re solving, not the hours of content
- Consider that shorter, more focused content might actually be more valuable
Mistake #4: Using Udemy as Your Pricing Benchmark
Looking at Udemy to price your course is like comparing your local coffee shop to gas station coffee – they’re completely different business models.
Udemy’s $10-20 courses work on a volume-based, marketplace model. They can afford ultra-low prices because they’re serving millions of students. Unless you plan to get millions of students too, this isn’t your business model.
How to fix it:
- Research course creators in your niche who have similar business models to yours
- Look at direct-to-student course creators rather than marketplace platforms
- Consider your unique value proposition and expertise
- Remember that your personal brand and community add value that mass marketplaces can’t match
Not sure where to start with that research? Our pricing guide breaks down the factors that should actually drive your pricing decision.
Mistake #5: Not Charging At All
“I’ll just give this one away for free to build my audience.”
“I need to prove myself before I can charge.”
This might be the biggest mistake of all. While free content has its place in your marketing strategy, giving away your complete signature course for free is a disservice to both you and your students.
Free courses often have lower completion rates and poorer results because there’s no skin in the game. Plus, you can’t sustainably deliver value if you’re not building a profitable business.
How to fix it:
- Use free content strategically (like ebooks or workshops) to lead into your paid offerings. Not sure where to draw the line? Our post on how much free content to share can help you figure that out.
- Charge what your course is worth from the start
- Focus on communicating the value you provide rather than apologizing for charging
- Remember that paying for something creates commitment and better results
Remember, pricing isn’t just about the money – it’s about creating the right environment for your students to succeed. When you price your course correctly, you’re not just building a sustainable business; you’re setting up your students for better results.
Ready to price your course with confidence? Start by avoiding these five mistakes, and you’ll be well on your way to creating a course that’s profitable for you and valuable for your students.
Still unsure about how to price your course for maximum impact and profitability? Our Course Creation team helps experts like you position and price their courses for success.
We work together to create your entire online course (including a pricing strategy that reflects your true value and attracts committed students).
Click here to share more about your course idea and book a call with our team to see if we’re the right fit for turning your expertise into a professional, profitable course.
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