Education & Childcare · Scenario 40

Online Course Creator

The course sells, but the pricing and launch were set by gut, leaving money on the table at both ends. We model willingness-to-pay across tiers and test the funnel to maximise launch revenue.

Method · Willingness-to-pay + funnel testing

The situation

An online course creator picked a price and a launch sequence that felt right and never revisited them. A single price either leaves premium buyers underserved or scares off the budget-conscious; the launch funnel — landing page, emails, checkout — has never been tested. Every launch leaves revenue uncaptured at both the high and low end.

Nobody has modelled willingness-to-pay across audience segments or experimented on the funnel, so pricing and the launch run on intuition while the audience, the expensive part to build, is under-monetised.

One price

set by gut

Untested

the launch funnel

Both ends

revenue left uncaptured

No model

of willingness-to-pay

Where we dig for the truth

We model willingness-to-pay across the audience and A/B test the launch funnel, so price tiers and the sequence capture the most revenue.

Past launch & sales dataPrice-point responseAudience segmentsFunnel & email analyticsCheckout & refund dataCart-abandonment behaviour

Revenue peaks near a mid price, but a single price misses both the premium buyers above it and the volume below — which a tiered offer captures.

Our approach — Pricing-Tier & Launch-Funnel Optimization

We estimate willingness-to-pay across audience segments and design a tiered offer — a core course, a premium tier with coaching or community, and an accessible entry option — to capture revenue at every level. The launch funnel (landing page, email sequence, checkout, order bumps) is then A/B tested step by step.

Pricing and the launch sequence become model and experiment outputs, so each launch to the same audience earns more than the last.

Tiers plus a tested funnel capture revenue the single-price launch was leaving behind — premium buyers, budget buyers and bumps all add up.

What changes

Same audience and course, monetised with tiers and a tested funnel. Representative for an established course creator.

Why this is not "social media management"

We didn't tell this creator to build a bigger audience. We modelled what that audience would actually pay and tested the launch to capture it — tiers for the premium and budget buyers a single price was missing. Pricing and funnel optimisation is where digital-product profit hides.

Frequently asked questions

How do you price an online course for maximum revenue?

We model willingness-to-pay across your audience and design a tiered offer — entry, core and premium — to capture revenue at every level, then A/B test the launch funnel. A single price misses both the premium buyers and the budget buyers a tiered offer captures.

What is willingness-to-pay modelling?

It estimates how different audience segments respond to different prices, revealing where revenue peaks and how tiers can capture more of it than one price ever could.

Isn't a bigger audience the priority?

Building audience is the expensive part; under-monetising it is the waste. We capture more from the audience you already have. Book a marketing audit.

Want this run on your numbers?

Send your launch and sales data and we’ll model the price tiers and funnel that maximise revenue.