Science-Backed Tips to Boost Online Course Sales
0 comments
You launched your course, congrats!
Is it a smashing success? Or do you have the dreaded (and all-too-common) feeling that comes with a stale launch and low sales numbers?
What if I told you there was a better way? What if you could rely on science to fuel your growth, rather than luck – or even skill?
Read on as I break down six science-backed strategies to boost course sales. Whether you want to improve the conversion rate of your next launch or get a course off the ground, these tips will set you up for success. I have a special resource linked at the end to set your next launch up for success too!
6 Science-Backed Tips to Boost Course Sales
A successful course launch is not about luck, hope, and a prayer. And it’s not always about skill either.
It’s about science.
Don’t believe me? Read on as I share the following six tips (and the science behind them) to help boost course sales for your next launch.
Social Proof
You’re probably no stranger to social proof.
Most coaches and consultants know that leveraging testimonials and case studies can work wonders for closing sales. It works for lower-priced offerings like online courses and membership sites too.
That’s because whether someone spends $100 or $1,000, they might be nervous to part with their money until they see that someone else walked down the same path and got the results they were looking for.
Try things like:
Consider incorporating video testimonials or case studies on your sales page to make your launch even more enticing. Remember, potential students are more likely to enroll in your course if they see that others have benefited from it.
Why Social Proof Works
We humans travel in packs. We go where others have gone and are (generally) fearful of uncharted territories.
You could say that social proof is ingrained in our DNA. Here are a few fast facts about social proof and why it is so valuable in the buying process:
Social proof works because our brains are hardwired to look for others who have used the product and can vouch for it. If your launch is falling flat, highlight testimonials and social proof on the sales page.
Offer a Guarantee
Social proof works wonders to lower the defenses of indecisive buyers, but it’s not the only tool in your belt.
Money-back guarantees or refunds can work their magic too.
I get it. If you are a solopreneur, you might hesitate to offer refunds. However, the research shows that this can be a major helper in boosting sales.
To reign in the risk, consider offering a 30-day money-back guarantee. This allows students to try your course risk-free. This not only demonstrates your confidence in your course's value but also alleviates the fear of wasting money on an unhelpful product.
For every one person who asks for a refund, there will likely be many more who are happy customers.
Why Guarantees Work
Our brains are also hardwired to fear and avoid loss. There’s a psychological principle for this: loss aversion.
In short, the pain of losing $100 outweighs the gain of getting $100.
If you can mitigate the fear of loss in any way, you stand a serious leg up at closing a new sale. Money-back guarantees all but eliminate the fear of loss, which is why they’re so common in digital products, services, and even e-commerce shops.
Download the FREE Guide Now!
20 Ways to Promote Your Online Course
Price Anchoring
Price anchoring is a way to subtly influence how potential students perceive the value of your course alongside other products (or tiers).
If you offer multiple products/tiers, try starting your price options with the highest-priced product first. This sets a mental anchor, making subsequent lower-priced options seem more affordable by comparison.
Here’s an example. You could offer a premium package that includes one-on-one coaching sessions alongside your course, followed by a standard course-only option. The higher price of the premium package makes the standard option appear more attractive.
Why Price Anchoring Works
Subscription giant Paddle knows a thing or two about sales. Here are three quick science-backed benefits they see for price anchoring:
Price anchoring subtly guides potential customers to see the value in your products and encourages them to buy.
Pay Attention to Color
The colors on your site aren’t just there to look good - they can influence your visitors as well!
The color blue conveys trust and professionalism, while green can suggest growth and balance. Vibrant colors like orange or red can create a sense of excitement or urgency, potentially boosting immediate action.
Use bright colors sparingly to avoid overwhelming your audience’s senses. The goal is to create a visually appealing website that invites students and encourages sales.
Why Color Theory Works
Color theory isn’t just some marketing lingo. There’s real science behind it:
Choose your colors wisely, and you will see a change in sales numbers. Check out this guide to color psychology from HubSpot for a deeper dive into this topic.
Create a Sense of Urgency
There are few sales tactics that work better for boosting course sales than creating a sense of urgency or limitation.
Try things like:
All of these motivate your prospective customers to buy now. And that may be the difference between a “potential” customer and an enrolled student. Try not to overdo it though. The key is to motivate prompt decision-making while maintaining trust with your audience.
Why a Sense of Urgency Works
The more urgent something is, the more likely people are to prioritize it. This even works when that sense of urgency is artificially created.
Five experiments in a 2018 study showed when unimportant tasks are characterized as urgent, people are more likely to perform them over more important tasks.
The psychological principle at work here is called the “mere urgency effect.”
By creating a sense of urgency, you can drive potential customers to action.
Use Reciprocity
The principle of reciprocity suggests that people tend to return a favor, making it a powerful tool for course creators.
Leverage this by offering valuable free content upfront.
This could be in the form of a free mini-course, an ebook, or a series of helpful videos related to your main course topic. By providing this no-strings-attached value, you not only showcase your expertise but also build trust with your students. As a result, they're more likely to reciprocate by purchasing your full course.
Why Reciprocity Works
Dr. Robert Cialdini, author of Influence: The Psychology of Persuasion, has this to say:
“...People are obliged to give back to others in the form of a behavior, gift, or service that they have received first.”
This isn’t about guilt-tripping them into buying from you. By creating/adding value upfront, you build trust, start a dialogue, and offer help that can encourage someone who is on the fence to become receptive to your message.
Ready to Boost Your Course Sales? Download the Free Course Promotion Guide
Armed with these sales tips, your next course launch will be a smashing success instead of a flop.
But these science-backed tips are only one piece of the puzzle.
You’ll need a promotion strategy in place to get the word out too. Combining the right promotion strategies with the six sales tips you learned in this article is a recipe for a successful launch.
Click the button below to download my complete guide to promoting your next online course.
In this guide, you’ll get a list of my favorite promotion channels, examples for each, and more.
Did I mention it’s free? Click the button below to get your free guide and launch that next course out of the park!
Tags