How to Sell Online Courses Successfully: From Idea to Income

How to sell online courses isn’t just a dream. It’s a real path to income for thousands of creators. But if you're like most beginners, conflicting advice and fear of failure can make success feel out of reach. In this guide, NextSky will break down the exact steps that helped me generate over $3.39M in course sales, backed by real data, experience, and a genuine goal to help you succeed.

Benefits of creating online courses

Selling online courses is a business model that doesn't involve worrying about inventory or supply chains, but still offers many significant benefits:

• Scalable: Created once, the course can be sold to hundreds, thousands of people globally with a nearly fully automated process.
• Low Cost: You only need a few software tools to host your courses, send emails, and build a community of learners.
• High profit margins: After deducting production and marketing costs, you can keep up to 85% of your revenue, much higher than with physical products.
• Generate Passive Income: Once completed, the course can continuously generate revenue without you having to be directly involved in each sale.

How to create an online course that sells

Choose the right topic for your course

The online course market is becoming increasingly vibrant, leading to fierce competition. Therefore, it is important to choose a topic that is both your strength and has a real need. The more you understand and love the topic, the more valuable the course is. However, you also need to consider the market demand to see if there is anyone willing to pay to learn that knowledge.

• A niche topic like “maple syrup making” has little competition but helps you establish yourself as an expert in a rare field.
• Popular topics like “writing” have a large student base but can easily be “overwhelmed” if there is no clear point of differentiation.

The key is not to appeal to the masses, but to create a course that has unique value, addressing the real needs of a specific group of learners. Additionally, to choose the right topic, you can apply the Ikigai exercise, a Japanese model that helps identify the "reason for living" by connecting:

• What you love
• What you are good at
• What the world needs
• What you can get paid for

To do this, you can follow these steps:

• Draw 4 intersecting circles, one for each element above.
• Fill in details in each round: from personal interests, skills, social needs, to income-generating potential.
• Identify the intersection of your ideal course topic, market demand, and earning potential.

Conduct customer research

To develop a truly useful course, you should start by listening to your potential customers by proactively connecting and talking with at least 10 individuals from your target group to clearly discover their needs, obstacles, and expectations. The interviews should be short and to the point, with three key elements:

• The problem they are facing and want to solve
• Why did they consider enrolling in the course
• Specific results they expect upon completion

To increase your response rate, you can offer them a free course after the interview. Here’s a tactful invitation to help you reach out effectively:

“Hi! I’m designing a course about _____, and I really want the content to be relevant to my learners. Would you be willing to take 15 minutes to do a quick video chat? If you do, I’ll send you the complete course for free as a thank you.”

Investing time in researching your audience will help you quickly shape your product to fit the market while improving your ability to attract and convince the right ideal customer base.

Identify learning outcomes

After user research, the next step is to define learning outcomes through the skills, knowledge, or experiences that learners will gain. This is the key factor to make the course attractive and create trust. To help learners see what they will do, know and feel after the course, you can apply the ABCD model to build outcomes:

• A – Audience: Who is studying?
• B – Behavior: What will they do?
• C – Condition: Under what conditions?
• D – Degree: At what level?

Depending on your course objectives, you can highlight your strongest points to attract students, such as superior practical skills, a recognized degree, or a breakthrough learning experience. The message should be short, clear, and resonate with the learner.

Choose the right course format

Online course design varies, including face-to-face learning, self-paced (asynchronous) learning, or a combination of both. This choice will directly impact marketing strategy, pricing, and learner experience. 

So, when deciding, you should consider whether students will have free access to content or attend scheduled sessions, as each format serves different purposes. Here are three popular formats:

Micro-learning

• Duration: Usually under 2 hours.
• Format: Mostly short videos, email chains, or simple reading materials.
• Purpose: Ideal for attracting new learners, introducing a topic, or testing out original training ideas.
• Price: Usually under $100 or free.
• Suitable for: Broad outreach, building a list of potential students.

Multi-day Course

• Duration: Lasts for several days.
• Format: Includes a variety of learning modules, video lectures, and extensive support materials. Can also include live Q&A sessions or an active learning community.
• Purpose: To provide deeper knowledge of a particular subject, helping learners develop practical skills.
• Price range: Ranging from $250 to $2,000.
• Suitable for: Students who want in-depth and interactive learning.

Advanced Program

• Duration: Lasts from several weeks to several months.
• Format: Provides an in-depth learning path with detailed content, high-quality videos, specialized reference materials, and ongoing support from the learning community.
• Purpose: For students who want to deepen their knowledge, improve their expertise and acquire complex skills.
• Price range: From $300 to $5,000.
• Suitable for: Experienced teaching professionals who want to share their expertise and build a structured training program.

Validate market demand for your course

Before investing in an online course, you should make sure that your business has enough people interested and willing to pay for it. The best way to test this is to launch a pilot product, such as a mini-course or free seminar, to see if there is a real market need for it.

Create a mini course

Instead of setting a big goal of creating a long course, you can start by focusing on a narrow topic. This makes it easier to complete and deliver value faster.

Additionally, business owners can reuse existing content (blogs, newsletters, social media posts) to create email courses, while also collecting email addresses to use for marketing strategies for larger courses later on.

Host a free webinar

Hosting a free webinar with an offer to purchase a course is a great way to validate your idea and directly gauge market demand, with sign-up rates often exceeding 20%. You can focus on sharing real value and actively collect feedback, turning it into valuable data to refine your product.

Pre-sell your course

Pre-selling a course means you launch it before it’s even complete. This is an effective way to test market demand and reduce the risk of creating content that no one will care about. Here are some of the key benefits you shouldn’t miss, including:

• Test the feasibility of the idea
• Get early feedback to optimize content
• Fundraising before course production
• Create motivation to complete with first student

You can attract buyers by creating a landing page with an early bird offer like a discount. Don’t forget to share the title, topic, and course outline so they can get a better idea of what they’ll get.

Course content outline

Course content planning

To create a truly useful course, you need to clearly outline the goals that learners will conquer when they start. Based on that, we will organize knowledge into a tightly structured, easy-to-understand roadmap. Put learners at the center to understand their expectations and how they absorb knowledge most effectively.

Divide content into modules and lessons

The course structure depends on the length and level. So, each module should focus on one main topic, then break it down into specific lessons as follows.

• Module 1: Content Strategy
• Lesson 1: Identify editorial goals.
• Lesson 2: Identify customer portraits.
• Lesson 3: Content Journey.
• Lesson 4: Research your competitors.
• Lesson 5: Select content format.
• Module 2: Writing Conversion Copy
• Lesson 1: Choose a topic.
• Lesson 2: Research & Outline.
• Lesson 3: Write an opening paragraph.
• Lesson 4: Editing content.
• Lesson 5: Effective editing.
• Module 3: Content SEO
• Lesson 1: Keywords.
• Lesson 2: On-page SEO.
• Lesson 3: Technical SEO.
• Lesson 4: Off-page & backlink.
• Lesson 5: Tools & Measurements.
• Module 4: Managing Content Calendar
• Lesson 1: Select tools
• Lesson 2: Content Classification
• Lesson 3: Regular meetings
• Lesson 4: Maintain a schedule
• Lesson 5: Idea Bank
• Module 5: Content Distribution
• Lesson 1: Owned Channel
• Lesson 2: Reusing Content
• Lesson 3: Posting articles/newsletters
• Lesson 4: Strategic Distribution
• Lesson 5: Advertising & Sponsorship

Each lesson should include: clear learning objectives, detailed content, practice steps, and supporting materials.

Choose a lesson format

Depending on the type of course, you can choose the appropriate format to increase interactivity:

• Video lectures: Fast transmission, easy to absorb
• Video tutorials/screen recordings: Effective for technical operations
• Text: In-depth, detailed explanation
• Download documents: Reference form, checklist, instructions
• Workbook: Consolidate knowledge and practice

Tip: Prioritize videos under 10 minutes, focused, actionable content. Survey potential students to choose the most appropriate format.

Professional lecture recording

• Space: Quiet, neat, good lighting
• Equipment: Use a camera or smartphone with tripod and separate mic
• Presentation: Speak clearly, break down content, use visual examples
• Edit: Trim, add subtitles, insert simple effects if needed

Set course pricing and sales goals

The price of your course depends on the format and depth you offer. Typically, short introductory courses can be free or low-cost, while more advanced, in-depth programs are more expensive. To set a reasonable price, consider:

• Market niche and target audience: People learning about investing or professional skills are often willing to pay more than those pursuing hobbies like knitting or painting.
• Marketing budget: The price should be enough to cover the cost of promotion and communication.
• Your credibility: If you are an industry expert or have a strong personal brand, students will be willing to pay more for the course.
• Market research: Research the prices that competitors in the same field are charging to avoid undercutting your product by pricing too low.

To realize your sales target, you can refer to the example below. Suppose your revenue target is $50,000, you can choose one of the following two strategies:

• Case 1 : Course price $20 → Need 2,500 students
• Case 2: Course price $250 → Need 200 students

In the second scenario, you need to attract a significantly smaller audience to achieve the same goal, while saving on marketing costs. With a 1% conversion rate, you need 250,000 visits in the first scenario, while you only need 20,000 in the second. Pricing too low can put you under pressure to increase traffic, and make your course appear to be of low quality.

How to choose the right online course platform

Choosing where to host your course is an important step that directly affects the learner experience and your business performance. Currently, you have three popular options:

• Platform-independent: Platforms like Thinkific and Teachable give you complete control over your content, interface, and student data. This is a great option if you want to build everything your own way.
• All-in-one platforms: Kajabi and Kartra are often fully integrated with marketing and course distribution tools, making it easy to operate without the need for multiple software. If you want to save costs, you can choose solutions that integrate with Shopify such as Tevello, Courses Plus, etc.
• Online Course Marketplaces: If your goal is to reach a large number of learners quickly, platforms like Skillshare and Udemy are worth considering. However, be aware that you will have limited control over pricing, student data, and some personal branding.
• Criteria to consider when choosing a platform: To choose the most suitable platform, you should evaluate based on the following factors:
• Easy to use for you and your students
• Support diverse content (video, quiz…).
• Has interactive features (forums, live classes).
• Customizable branding.
• Reasonable cost.
• Has built-in marketing tools.
• Easily expandable as students increase.
• Has a mobile app.
• Good technical support.

Launch and promote your course

Designing a great course is just the beginning. For your course to be truly successful, you need to market it and reach the right audience. Here are some marketing strategies you should employ to ensure your course is seen by as many people as possible:

• Host regular webinars: Webinars are low-cost, helping to engage and convert leads in 30–60 minutes of interaction.
• Email Marketing: Collect emails from your landing page and nurture interest with an email series that shares value, updates, and offers.
• Appear on podcasts: Chatting on relevant podcasts helps you build credibility and reach your target listeners organically.
• Leverage social media: Choose the right platform, create useful content regularly to increase awareness, and connect with the community.
• Run paid advertising: Use Google Ads, Facebook Ads, etc., to reach the right audience and ensure conversion costs are lower than the course price.
• SEO optimization: Optimize course pages to be found on search engines, increasing organic traffic.
• Content Marketing : Share articles, videos, and free resources related to your course to increase credibility and drive conversions.

Turn feedback into marketing power

In fact, nothing is more convincing than real testimonials from students who have achieved results. You should proactively collect feedback and ask permission to use impressive shares in your marketing campaign on your landing page. Instead of asking general questions, businesses should ask specific questions such as:

• How has your revenue changed after the course?
• How confident or prepared were you before and after the course?

Real details speak louder than empty praise. If possible, collect video testimonials to add credibility. Feedback is also a guide to help you understand what’s working and where you can improve. Continuous listening will help you continually improve your course to provide a better learning experience at every stage.

How to sell Online Courses on Shopify

Shopify allows you to sell digital products in your store. Here is how you can list a course as a digital product on Shopify:

• Set Up Your Shopify Store: If you haven't already, create a Shopify account and set up your online store. 
• Install a Digital Product App: Shopify doesn't natively support digital product sales, so you'll need to install an app like Courses Plus or Sky Pilot to manage and deliver your course content. 
• Create a New Product: In your Shopify admin, go to Products > Add product. Enter the course title, description, and pricing.
• Upload Course Content: Using the installed app, upload your course materials, such as videos, PDFs, and quizzes.
• Set Product as Digital: In the product settings, uncheck the This is a physical product option to indicate it's a digital item.
• Configure Delivery Settings: Ensure the app is set to automatically deliver the course content to customers upon purchase.
• Publish and Promote: Once everything is set up, publish your course and use Shopify's marketing tools to promote it to your audience.

Is selling online courses profitable?

Yes, selling online courses can be highly profitable. The global e-learning market is projected to reach $336.98 billion by 2026, growing at a compound annual growth rate (CAGR) of 9.1% from 2018. 

This growth is driven by the increasing demand for flexible and accessible learning options. Many educators and professionals have successfully monetized their expertise through online courses, generating significant income. The profitability of selling online courses depends on several factors:

• Quality of Content: Providing valuable and well-structured content that meets learners' needs is crucial.
• Marketing Strategies: Effective promotion and reaching the right audience are essential for attracting students
• Pricing Models: Setting appropriate pricing that reflects the course's value while remaining competitive in the market is important.
• Platform Selection: Choosing the right platform to host and sell your course can impact your reach and revenue.

By focusing on these aspects, many have turned their knowledge into a profitable online course business.

Common mistakes when creating online courses 

Avoiding these common mistakes will help you improve the quality of your course, providing a more engaging and effective learning experience:

• Lack of clear objectives: A course without a specific destination can easily disorient learners. Therefore, clearly define what learners will achieve to build focused and logical content.
• Spread out and overloaded content: Don’t cram too much knowledge into one lesson because it can easily overwhelm learners. Instead, you should filter out the core information and break it down into easy-to-digest sections.
• Lack of interactive elements: Add activities such as quizzes, discussions, or real-life scenarios to both maintain interest and increase retention and application of knowledge.
• Poor audio and video quality: No matter how valuable the content is, if the video is blurry or the audio is choppy, it will discourage learners. Investing in basic recording equipment is a must.
• Not focusing on feedback: Feedback from students is the "guiding principle" that helps you adjust and optimize the course according to actual needs.
• Neglecting marketing strategy: A good course needs a well-planned communication plan to reach the right audience.
• Underestimating the time and effort required: Creating a quality course requires both dedication and time. Plan ahead so you don’t rush and lose control.

>>>> Read more:

• Can You Sell Digital Products On Shopify? Must-Read Guide For Beginners
• Can you sell food on Shopify? 6 helpful tips to get started