How Much to Charge for Your Thinkific Course: Pricing Strategies That Work

Setting the right price for your Thinkific course can make or break your online teaching business. This comprehensive guide walks you through proven pricing strategies to help you find that sweet spot between attracting students and maximizing your profits.

Have you created an amazing online course but now you’re scratching your head about how much to charge for it? You’re definitely not alone! Pricing your Thinkific course is one of those make-or-break decisions that can determine whether your online teaching venture sinks or swims. Too high, and you might scare off potential students. Too low, and you’re leaving money on the table (not to mention potentially devaluing your expertise).

I’ve been in your shoes, and let me tell you, finding that pricing sweet spot isn’t just about pulling numbers out of thin air. It’s about strategy, psychology, and knowing your worth. In this guide, we’ll dive deep into how much to charge for your Thinkific course with practical strategies that actually work in today’s competitive online education market.

Understanding the Value of Your Thinkific Course

Before we get into specific pricing strategies, let’s talk about something fundamental: the value of what you’re offering. Because here’s the thing—your course isn’t just a collection of videos and PDFs. It’s a transformation.

When someone purchases your Thinkific course, they’re not buying content; they’re buying an outcome. Maybe it’s a new skill that’ll help them land a promotion. Perhaps it’s knowledge that’ll help them solve a pressing problem. Or it could be expertise that’ll save them countless hours of trial and error. Whatever it is, that outcome has tangible value.

Consider what your course helps people achieve or avoid. Does it help them earn more money? Save time? Avoid costly mistakes? Gain confidence? The more significant and valuable the transformation, the more you can—and should—charge for your course.

According to a study by Class Central, the average price for a professional online course ranges from $40 to $200, with specialized courses often commanding prices well over $1,000. But that’s just a general benchmark. Your specific course might be worth much more depending on its unique value proposition.

Factors That Influence Your Course’s Value

Let’s break down some key factors that should influence how much to charge for your Thinkific course:

1. Depth and Breadth of Content: A comprehensive 12-module course with detailed lessons, worksheets, and supplementary resources naturally commands a higher price than a brief introductory course.
2. Your Expertise and Reputation: If you’re a recognized authority in your field with impressive credentials or a large following, you can charge premium prices. People pay for expertise they trust.
3. Uniqueness of Your Offering: Does your course teach something that’s hard to find elsewhere? Unique content or teaching methods can justify higher pricing.
4. Target Audience’s Purchasing Power: Courses aimed at professionals or businesses typically command higher prices than those targeting students or hobbyists.
5. Tangible Results: Courses that deliver clear, measurable outcomes (like “Double Your Freelance Income” or “Master Python in 30 Days”) can often charge more than those with vaguer benefits.

I once worked with a client who was charging $37 for a course that was helping people save an average of $5,000 on their tax returns. Talk about undervaluing your expertise! We repositioned the course and raised the price to $297—and sales actually increased because the new price better reflected the true value of the outcome.

Popular Pricing Models for Thinkific Courses

Now that we’ve established the importance of value-based thinking, let’s explore some common pricing models for your Thinkific course. Each has its pros and cons, and the best choice depends on your specific circumstances and goals.

One-Time Payment Model

The most straightforward approach is to charge a single fee for lifetime access to your course. This model works well for courses with evergreen content that doesn’t require regular updates.

Advantages:

• Clean, simple transaction for both you and your students
• Immediate revenue that helps with cash flow
• No ongoing commitment required from students

Disadvantages:

• Limited recurring revenue
• May create a higher barrier to entry if the price is substantial

Many successful Thinkific course creators use this model, especially for courses in the $97-$497 range. It’s particularly effective when combined with occasional promotional discounts to create urgency.

Subscription Model

Instead of a one-time fee, you charge students a recurring monthly or annual fee for access to your course or course library. This works well for continuously updated content or membership-style offerings.

Advantages:

• Creates predictable, recurring revenue
• Lower initial price point can attract more students
• Encourages you to regularly update and improve your content

Disadvantages:

• Higher churn rate as students may cancel
• Requires ongoing content creation and community management

According to Thinkific’s own data, courses using the subscription model typically charge between $15-$99 per month, with most falling in the $29-$49 range.

Tiered Pricing Strategy

This approach offers different versions of your course at different price points, typically with more features, resources, or support at higher tiers.

Advantages:

• Caters to different budget levels and commitment levels
• Creates opportunity for upsells
• Provides clear value differentiation

Disadvantages:

• More complex to set up and manage
• Requires careful planning of what to include at each tier

A common structure might look like:

• Basic tier ($97): Course content only
• Premium tier ($197): Course content plus worksheets and community access
• VIP tier ($497): All of the above plus group coaching calls

Installment Plans

This isn’t a separate pricing model per se, but rather a payment option that can be applied to any of the above models. You allow students to pay for your course in installments rather than all at once.

Advantages:

• Makes higher-priced courses more accessible
• Often results in a higher overall price point
• Can increase conversion rates significantly

Disadvantages:

• Risk of payment defaults
• More complex to manage
• May attract students with less commitment

Research by Digital Marketer suggests that offering a payment plan can increase conversions by 30% or more.

How Much to Charge for Your Thinkific Course: Research-Based Approaches

Now that we’ve covered the basic models, let’s dive into some specific approaches to determine how much to charge for your Thinkific course.

The Market Research Approach

One of the most practical ways to set your price is to see what comparable courses are charging. But don’t just copy competitors—use their pricing as a benchmark, then adjust based on your unique value proposition.

Start by identifying 5-10 courses that are similar to yours in terms of:

• Subject matter
• Depth of content
• Target audience
• Instructor credentials

Note their prices, what they include, and how they position themselves. Then ask yourself honestly: Does my course offer more or less value than these? Is my content more comprehensive? Do I have stronger credentials? Is my teaching style more engaging?

Be honest with yourself. If your course genuinely offers more value, you can price above the market average. If you’re just starting out, you might price slightly below to gain traction.

The ROI Approach

This approach focuses on the return on investment your students will receive. If your course helps them earn more money or save significant time or resources, you can price accordingly.

For example, if your Thinkific course teaches skills that could help someone earn an extra $10,000 per year, charging $1,000 gives them a 10X return on investment—a compelling value proposition.

Marketing expert Brian Dean recommends using the 10X rule: Price your course at roughly 10% of the value it provides. So if your course saves someone 100 hours of time, and they value their time at $50/hour, that’s $5,000 in value—suggesting a price point around $500.

The Value-Ladder Approach

This strategy involves creating multiple courses at different price points, forming a “ladder” that customers can climb as they get more value from your teaching.

You might start with:

1. A free mini-course to attract prospects
2. A low-priced “starter” course ($27-$97)
3. A comprehensive flagship course ($297-$997)
4. A high-end coaching program ($1,000+)

This approach allows you to serve students at different budget levels while creating a clear pathway for your most committed followers.

Psychological Pricing Tactics for Your Thinkific Course

Once you’ve determined your general price range, you can fine-tune it using psychological pricing tactics that might boost conversions.

The Power of 9’s

Prices ending in 9 or 7 tend to perform better than round numbers. Research from the journal Quantitative Marketing and Economics found that using prices ending in 9 increased sales by over 24% compared to round-number prices.

So instead of $200, consider $197 or $199. It’s a small difference that can have a big impact on conversions.

Price Anchoring

This involves presenting a higher price point first, making your actual price seem more reasonable by comparison. You might show the “regular price” crossed out, followed by your current price. Or you might present your premium tier first, making your core offering seem like a bargain.

Emphasize Value Over Price

Always showcase the value of your course before revealing the price. List all the benefits, modules, bonuses, and outcomes before mentioning the cost. This helps establish value in the mind of potential students before they have to consider the investment.

Urgency and Scarcity

Limited-time discounts or limited enrollment periods can significantly boost conversions. According to Thinkific’s data, courses with enrollment deadlines convert at nearly twice the rate of always-open courses.

Common Pricing Mistakes to Avoid

When determining how much to charge for your Thinkific course, be careful to avoid these common pitfalls:

Underpricing Due to Imposter Syndrome

Many course creators, especially those just starting out, dramatically underprice their courses due to lack of confidence. Remember: your price is not just about you—it’s about the value you provide to students.

Overpricing Without Clear Value Differentiation

Conversely, some creators set high prices without clearly demonstrating why their course is worth more than competitors. If you’re charging premium prices, make sure you can articulate exactly why your course deserves it.

Ignoring Your Audience’s Financial Reality

Be mindful of your target audience’s purchasing power. A course targeting corporate executives can be priced much higher than one aimed at college students or beginning entrepreneurs.

Failing to Test Different Price Points

Pricing isn’t a set-it-and-forget-it decision. Be willing to experiment with different price points over time, carefully tracking conversion rates and student satisfaction at each level.

Frequently Asked Questions About Thinkific Course Pricing

Should I offer discounts on my Thinkific course?

Strategic discounting can be effective, especially for course launches or special promotions. However, constant discounting can devalue your offering and train students to wait for sales. Consider limited-time offers or special bonuses instead of always slashing prices.

How do I know if my course is priced too high?

Key indicators include low conversion rates despite good traffic, high cart abandonment, or frequent objections about price. If you’re seeing these signs, consider testing a lower price point or adding more value to justify your current price.

Is it better to start low and raise prices later?

This can be an effective strategy, especially if you’re building your reputation. Start with an “early bird” or “founding member” rate, clearly communicating that prices will increase later. This rewards early adopters while allowing you to charge more as your course proves its value.

How do I compete with free content on YouTube or blogs?

Focus on the unique value you provide: structured learning, community, accountability, personalized feedback, or specialized knowledge not easily found for free. Free content is often fragmented and lacks the comprehensive, guided approach of a well-designed course.

Wrapping Things Up: Your Pricing Strategy Roadmap

Determining how much to charge for your Thinkific course isn’t a one-size-fits-all proposition. It’s a strategic decision that requires careful consideration of your market, your value proposition, and your business goals.

Here’s a simple roadmap to help you find your optimal price point:

1. Assess your course’s value: What specific outcomes does it deliver? How much are those outcomes worth to your target audience?
2. Research the market: What are similar courses charging? How does your offering compare in terms of depth, quality, and unique benefits?
3. Consider your audience: What is their purchasing power? What price point would feel like a fair investment from their perspective?
4. Test and refine: Start with your best estimate, then be willing to adjust based on market feedback and performance data.
5. Focus on value communication: Whatever price you choose, make sure you clearly articulate why your course is worth it.

Remember, pricing is as much about psychology as it is about economics. How you position and present your course matters just as much as the actual number you choose.

So go ahead—charge what your course is truly worth. Your knowledge, expertise, and the transformation you provide have real value. When you price accordingly, you not only build a sustainable business for yourself but also attract students who are truly committed to getting results.