7 Psychological Techniques to Increase Online Course Sales

Neil Burmester

As a course creator, you’re always looking for new and innovative ways to boost your online course sales. But with so much information out there, it can be tough to know where to start.

Creating and selling courses has become an incredibly popular source of income for many course creators and entrepreneurs.

There is a lot of competition when it comes to the online selling of courses, not to stress though, there are many techniques that you can use within your digital marketing campaign to help your course stand out.

The team at Archy Learning has compiled a list of seven psychological techniques that are guaranteed to help increase your online course sales and conversion rates. So without further ado, let’s get started!

  1. Strong branding
  2. Social proof
  3. Upsell
  4. Scarcity
  5. Authority
  6. Likability
  7. Framing

1) Strong Branding

Great branding can really be the make or break of a successful online business. Branding is one of the most immediate factors that can help your target audience with their purchase decisions.

High-quality branding should be the foundation of any marketing plan. It can help grab the customer’s attention and influence their decision-making.

A great example of strong branding is Apple and Apple products. One of the most iconic brands on the planet, it only takes one look at its branding and its target market responds to the unspoken psychological triggers of seeing the Apple logo and clean user interface with enthusiasm.

Most people know exactly what to expect from an Apple product and simply viewing the Apple branding can trigger the human brain to elicit a response. While your course is not on the same level of audience recognition around the world as Apple, the principles are the same.

Use positive brand colours, keywords, and unique sales statements that will help get your message and product offering across instantly.

Having strong branding can help encourage customers to feel confident in electing to do your course.

2) Social Proof

Social proof is one of today’s most effective marketing techniques. Having like-minded customers speak positively about your courses will help potential customers finally take the plunge.

Consumer psychology has shown that is innately within human behavior for individuals to further trust a course if they can see how other people respond to the material.

Many ecommerce websites do the same thing with their product reviews, displaying popular posts in an effort to help drive sales.

Using social proof across your website and social media will really help your conversions. Social proof can take the form of testimonials, case studies, and reviews.

Make sure to send an email to your current students and ask for their feedback and reviews.

Posting strong reviews across all your channels will see more traffic, which leads to more sales, plain and simple.

3) Upsell

This technique works really well when you have multiple product offerings. For example, say you have an ebook and course, both sold separately.

Update your sales copy to perhaps offer 20% off their purchase if your customers buy both! Or maybe offer a free ebook with your course.

This is a great deal in the mind of the consumer and is a prime example of how consumer behavior can be influenced by an exclusive price offer that will help them gain access to material they may have never even considered to begin with.

A perfect example of upselling can be seen with Masterclass and their membership option. You may have come to Masterclass to view one of their particular classes only to find that you can access the entire library for an approachable price.

4) Scarcity

Loss aversion is a strong advocate for sales as it gives the impression of high demand.

In other words, creating a limited-time price or spaces available for your course can encourage consumers to act fast and sign up.

Online marketers that use wording such as “we only have 3 spots left in this intake!” or “this sales price offer ends _____” often see spikes in recently purchased seats.

5) Authority

One of the best ways to increase course sales is by using credible sources to back up and support your course.

When potential students can see that your course has been endorsed by experts in the field, it helps build trust and increases the likelihood that they will purchase your course.

Credible sources can also help validate your course content and help make it more convincing to potential students.

Some ways to include credible sources in your course marketing material include:

– including quotes from experts in your field on your website or sales page

– linking to studies or research that supports the claims made in your course

– having an expert guest lecture in your course

6) Likability

When people are considering enrolling in a course, one of the things they’ll take into account is how likable the online personality or brand is. If potential students don’t feel a connection to you, they’re less likely to enroll in your course.

There are a few things you can do to make your online brand more likable, and as a result, see more students enroll in the courses you’re selling online.

As previously listed, using social proof is a great way to build up your online credibility. This involves having customers speak positively about your courses. Having like-minded customers speak positively about your courses will help viewers finally take the plunge and enroll in one of your courses.

Another way to make your online image more likable is by ensuring your website design is clean, modern, and easy to navigate.

Your online courses should also be high quality, well-designed, and interactive. If your courses are engaging and provide value to students, they’re more likely to recommend them (and you!) to others.

Finally, make sure your customer service is responsive and helpful. If potential or current students have questions about your courses, you want to be sure that someone is available to answer their questions in a timely manner.

7) Framing

When people are considering enrolling in a course, one of the things they’ll take into account is how the course will benefit their lives. If potential students feel that the course won’t help improve their lives in some way, they’re less likely to enroll in it.

However, if you frame your online course as an opportunity to improve the buyer’s life, not just learn new information, you can appeal to their emotions and increase the likelihood that they’ll enroll in your course.

Make them feel excited, motivated, or inspired by what they’ll learn in your course, and they’re more likely to see the value in your course price.

By using these psychological techniques, you can increase online course sales and improve your bottom line. So don’t be afraid to experiment with different marketing strategies to see what works best for you and your courses.


Creating an effective online course sales and marketing strategy can be daunting, and increasing your conversions can be difficult.

Implementing effective marketing psychology is important, so be sure to utilise the seven psychological techniques listed in this blog post, to increase sales and your conversion rate.

If you’re feeling inspired, go ahead and start creating a course for free today!

And if you need any help along the way, don’t hesitate to reach out to us. We love helping people create amazing learning experiences for their students.

Neil Burmester

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