The team here at Udemy is constantly working to connect you with with millions of students around the world who are hungry for your knowledge and expertise.
Over the past few months, we have been working to understand the different factors that influence a student’s decision to invest in their future and purchase a course on Udemy. We’ve looked at a host of variables, including course topic, student personas, geographies, online learning goals, and course price.
Currently, public Udemy courses can be listed between $9 and $300 (the Quality Review Team’s recommended price limits). 96% of courses on Udemy are within this price band. Purchase prices can be affected by the array of available marketing tools to help promote your courses, such as instructor coupon codes and Udemy marketing programs.
On July 7, we will no longer allow public courses to be priced below $9 or above $300 in order to make purchase decisions easier for students in the near term. Learn how to change the price of your course here. Please note that this change only applies to paid courses; free courses are still allowed on the marketplace.
Additionally, in the coming weeks, we will begin a series of price tests with new Udemy users across the marketplace to further explore the factors that drive student purchasing decisions. In the longer term, we expect the tests will help provide better pricing recommendations for your courses to help increase conversion and revenues, and lead to optimizing our discounting methodologies (narrowing the difference between sales price and list price). Learn more about the pricing tests in the FAQ at the bottom of this article.
Udemy is constantly utilizing data-driven methodologies to test and optimize our price guidance and promotion strategy for instructors. We will keep you updated throughout the process!
If you have any questions or concerns, please feel free to contact us at email@example.com. We would love to hear from you!
Q: Why is Udemy conducting price tests?
A: Udemy’s marketplace offers a tremendous amount of diversity, including with respect to prices. Seeing vastly different prices for similar looking courses can be a confusing experience for students. The price tests will help us improve our price guidance for your courses, and help us better understand the dynamics between list price, sales price, discounting methodologies, and student behavior.
Q: Are my courses affected by the price tests?
A: If you have opted into Udemy’s fixed price promotions, your courses will be included in the price tests. These price tests are a type of Udemy promotion and will perform exactly as other Udemy fixed-price promotions.
Q: How will this affect my revenue and what I see on my revenue report?
A: As with fixed priced promotions, no course will be listed below $10. New Udemy students who are included in the price tests will be designated “UDEMYSPECIAL” on your revenue report, similar to all other Udemy promotions.
Q: I send out instructor coupons (via email or Course Announcements) to current and potential students. How will the price tests affect how I get paid?
A: Students who use your coupon codes will not be included in the tests. There will be no change to instructor promotions. (You will still keep 97% of sales made using your instructor coupon code.)
Q: I have a course over $300 which the Udemy team approved. Do I have to lower my price?
A: Yes. Although our recommended limit in the past has been $300, our team has historically granted exceptions for certain courses above that level. Going forward, all courses in the marketplace will be priced at or below $300, and we will no longer allow these exceptions for 2 main reasons:
- To make purchase decisions easier for students in the near term
- To provide improved long term price guidance and optimized promotion strategies to maximize your revenue
Q: When do the price tests start?
A: The price cap of $300 will be implemented on July 7th. The price tests will begin in the subsequent weeks.
Q: When will you share what you learn from these tests?
A: We’ll continue to update you with conclusions as we progress. Although we expect the price tests to be long term, we look forward to sharing our learnings by providing improved pricing recommendations and guidance, more insightful resources, and better marketplace standards.
Q: I have more questions. Who can I contact?
A: Please drop us a line at firstname.lastname@example.org. We would love to hear from you!