6 Membership Site Pricing Options for Course Creators

Establishing the best pricing model is one of the most important parts of delivering your expert course – especially when it’s time to scale your business. The pricing structure lays the foundation for your marketing and sales strategy and impacts your students’ experience with your brand. And most obviously, your pricing model determines how your membership website will drive revenue. Read on to learn about the advantages and disadvantages of several common pricing models, and choose the one that delivers the best value to your audience while keeping your business profitable.

Fixed Price

Memberships

Subscriptions

Tiered Pricing

Freemium

Build-Your-Own

1. Fixed Price

A fixed-rate pricing model offers students a particular course, or package of educational materials, for a set price. Unlike a membership or subscription model, this simple structure involves a one-time payment. If you offer a premium course at a high price point, the fixed price could also be divided into a series of installments.

The pros of a fixed-price course center around its simplicity for both the course creator and the student. An upfront, non-recurring charge is a straightforward model that gives students exactly what they expect. It also gives you a clear idea of how much profit each new student brings to your business. A fixed price is a great choice for course creators with a simple business model and limited ability to produce new content quickly. 

A major con of a one-time fee is that each new course you develop will require significant marketing efforts to encourage new purchases. You essentially have to start your sales cycle over again, since you don’t receive recurring payments. Once a prospect converts to a client, they may or may not purchase again.

2. Memberships

Similar to a fixed-rate model, a lifetime membership involves an upfront fee or payment installment plan. However, instead of a one-for-one transaction, the membership model provides access to a variety of courses, materials, events, or any other content or services that you include. A term membership is another option that establishes parameters for this access. Term members would be granted access for a set period of time, but would need to renew their membership for continued use of your platform. 

A membership model encourages clients to become loyal followers of your brand, instead of convincing them to make a particular purchase. It also lets you create dynamic course offerings. You can easily update educational content, make improvements, and add new content types. Paying members will continue to have access to these materials without needing to make separate purchases. 

The downside of a membership pricing model is that your operating costs may outpace the price of the course as your business grows – leaving you with students whose membership dues are too low for the features they have access to. If you adjust the pricing, it can then be complicated to manage multiple categories of members who signed up for your courses at different price points.

3. Subscriptions

A subscription plan is one of the most popular pricing models for online courses. It’s less commitment than a paid membership or a fixed charge, and it offers more flexible payment options – such as an annual or monthly plan. Best of all, ongoing payments give you a steady stream of income.

The main difficulty of a subscription model is that it requires course creators to continually produce more content to maintain user interest. Subscriptions are based on the expectation that annual or monthly fees will give users ongoing value that is worth their regular investment. And while subscription pricing can be very profitable for a business owner, you’ll need to monitor the impact of churn rates on your customer lifetime value. For every student who cancels the subscription, you’ll need a new member to take their place. 

4. Tiered Pricing

Tiered pricing is another popular approach to course pricing due to its flexibility. A range of course offerings at different price points helps to reach a wider variety of clients. Tiers can also help course creators earn more revenue by marketing certain features or courses as a premium option worth paying more for. Not every client will want the most expensive membership tier, but the ones who do will boost your revenue and be rewarded with the highest level of access.

A downside to multiple pricing tiers is that it can be complicated for a small business owner to develop and maintain separate membership levels. Tiered pricing necessitates testing and adapting to land on the most strategic divisions for different audience types. You’ll also need to ensure that students at each tier are getting the right value from your course according to the plan they chose, which is more labor intensive as you gain more students or offer more tiers.

5. Freemium

A freemium isn’t a free trial, but a basic version of your course that is free to all members. A zero-commitment, free membership makes it easier to onboard new users, gives you a chance to prove your worth to your audience, and places leads into a sales funnel where they can choose additional paid features. A free course can be a strategic means of setting up a sales funnel with upsell sequences leading to your paid content.

The obvious downside of a free version is the cost of producing free content that may or may not result in a sale. Converting free customers to paid customers will take a strategic sales and marketing plan. A counterintuitive downside to a free version is that you can actually discourage users from signing up for your course by making it too accessible. Depending on the subject matter, your competition, and your target audience, a free course may come across as low-value. Many students subconsciously prefer a paid course based on the perception that their money will buy them a more valuable experience. 

6. Build-Your-Own

A build-your-own course starts at a base price but lets students adapt their plan with individual add-ons. This a-la-carte pricing model allows for a more personalized user experience and could help your business stand out from the competition. Plus, setting individual prices for features instead of a bulk price may increase the profit margin of each offering.

The disadvantage of an add-on model is the complexity of developing and managing a wide range of clients and features. If you end up restructuring certain offerings or changing your prices, this can complicate things even further. And in terms of user experience, your students may or may not want the responsibility of picking and choosing add-ons. Sometimes a comprehensive plan makes for a smoother customer experience – especially if your students aren’t aware of all the features they might need.

How to Assess the Value of Your Course

The value of your course is a fluid metric – subject to change based on your competition, consumer demand, and brand perception. And if you’ve been selling courses for a while now, it’s likely time to reassess how much you charge for them. Valuing your course correctly is the necessary first step before landing on a specific pricing model.

Keep in mind that as your business grows, your operating costs will too. It typically takes more resources to break into new audiences and launch subsequent courses than to create and distribute your first course. Here are three important categories of costs to re-evaluate as you choose the right price point for your services:

Customer Acquisition Cost (CAC)

Your customer acquisition cost is the average expense you incur to convert a prospective member into a paying client. This includes all sales and marketing costs, such as advertising, discounts, or sales tools. Comparing your customer acquisition cost (CAC) to the customer lifetime value (LTV) helps you understand the profit you get from each new client based on your current methods for obtaining clients. (Customer lifetime value is the revenue you receive from someone over the whole length of time they are an active customer.)

Cost of Course Creation

Developing a course involves a number of additional costs – from the video equipment you use for filming lectures to the software that lets you upload, edit, and publish content. Expenses related to working with third-party vendors such as website designers or video editors also fall under the cost of course creation. As your course offerings grow, these expenses will likely increase.

Course Delivery Costs 

Getting your course into the hands of students is its own category of expenses. Shipping costs for course materials, membership management software, email automation software, and other aspects of course delivery quickly add up! Take inventory of each step you go through to publish course content, and be sure to itemize the costs involved. 

Tips for Implementing Your New Pricing Model

Updating the pricing structure of your course will require shifting aspects of your business operations. Here are three tips to keep in mind after you decide on a new pricing strategy:

1. Re-align your marketing strategy

Course pricing plays a significant role in your marketing plan, and even acts as its own marketing tactic. For example, positioning your course as a premium educational experience at a higher price will attract a very different audience than promoting your course as an affordable monthly service. Or if your course has a time-sensitive aspect to it, such as a membership with a term expiration, you’ll need to time your sales funnel accordingly – offering discounts for early sign-ups, promoting renewals, and using a sense of urgency as a sales tactic. 

If you update your pricing model, you’ll need to update your marketing plan to align with this new approach. Your pricing strategy and marketing strategy should target the same audience, send the same message about your brand, and integrate well with your sales funnel. 

2. Don’t leave loyal members behind 

As you grow and scale your business, don’t forget about existing members who have been following your brand since the beginning. Changing pricing models can alienate some of your most loyal followers if there isn’t a courteous process in place for bringing them into the new system. Some companies make a practice of grandfathering previous members into the new pricing model, allowing them to continue with their original, lower price. If your new model involves significantly improved features, consider how you can keep your customers educated and informed so they can see how the increased payment corresponds to the increased value they’ll receive.

3. Streamline membership and marketing software 

As you reassess the value and structure of your course, take stock of the software and/or third-party vendors you use for creating, delivering, and promoting your course. These expenses add up over time and might be complicating business operations more than you think.

Kartra’s all in one software offers a streamlined solution, letting course creators develop, market, and manage their courses within the same platform. This integration of tasks helps make sure no one falls through the cracks, improves data analytics, and allows you to build a more consistent brand image. Plus, once you’ve imported data from your current membership and marketing platforms, you’ll be able to cancel those payments. 

Streamlining processes is a critical part of growing your membership business. Your time will only become more valuable as you produce additional content and engage with growing numbers of students. Spending less effort on day-to-day business operations helps maximize your schedule as well as your resources. If it’s time to establish a new pricing model for your course, consider how an all in one platform can help you scale your business with ease.