Roundup: global pricing updates

cancel
Showing results for 
Search instead for 
Did you mean: 

Roundup: global pricing updates

Bella
Community Moderator
Community Moderator

Hi everyone,

 

With the new year in full swing, we wanted to draw your attention to an update we just published in the Teaching Center regarding our global pricing practices. If that sounds dry to you, here's the short version:

 

  • As we announced in the Community in December, we're updating prices in Turkish Lira to account for recent inflation in that market.
  • Over the coming months (and on an ongoing basis) we'll also be making smaller adjustments in other global markets to account for things like currency fluctuation and mobile price alignment.
  • We're updating our documentation around minimum market prices to be clearer about the actual minimum price in different markets around the world.

 

We also know you're still eager for some upcoming improvements to the instructor coupon tool. We're expecting to be able to release the first of those changes – pre-scheduling of coupons – in February. We'll keep you posted as we get closer to launch.

 

Let us know if you have questions!

 

-Bella & the Community Team

11 Comments
DiogoAlvesd487
Community Champion Community Champion
Community Champion

Thanks for the update, Bella! It looks like a good idea to increase prices, as inflation happens everywhere. However, people still pay in their local currencies, and thus conversion rates are bound to be affected. How is Udemy making sure that the prices don't increase too much? As well, what are the competitors doing?

 

You mention as well mobile price alignment. What do you mean?

 

Thanks,

Diogo

Bella
Community Moderator
Community Moderator

Hi @DiogoAlvesd487, thank you for asking!

 

While there are always some tradeoffs with conversion when prices go up, we’re confident it’s the right thing to do for the health of the Turkish market given the current conditions and trends. 

 

We’re always testing prices in every market and making small adjustments based on exactly the factors you mentioned, among others — impact on conversion, pricing of comparable products, consumer behavior, etc. For these adjustments, we use the data from our testing to continually seek price points that maximize revenue based on the balance between price and conversion.

 

In regards to the mobile price alignment, with the growing number of learners from around the world, it's crucial that we offer a consistent pricing experience across any device, whether they're using a computer, the Udemy app, or their mobile phone. Purchases on our mobile apps are facilitated by the mobile app stores, not directly by us, and so we often try to match the tier structure they use to reduce mismatches between app prices and web prices. 

 

Our Teaching Center offers more detailed information about this, but do let me know if you have any follow-up questions! 🙂

 

Bella Almeida

Udemy Community 

DiogoAlvesd487
Community Champion Community Champion
Community Champion

Thanks for taking the time to explain, @Bella 🙂

Anonymous
Not applicable

Hoping for a price increase because it is tough with only 37% on the organic sales

MehmetAkif
Level 1
Level 1

Hello @Bella

Thank you for your update info.

 

As Turkish instructor at Udemy, we are the most affected part from new adjustment.

Since the minimum course rate is set to 150 Turkish Lira, my sales fully stopped. This high level initial pricing figures are forcing instructors to be in the Udemy’s Promotional Programs. While courses on Promotional Programs are sold around 30 to 50 Turkish Lira, course out of Promotional Program has to be 150 Turkish Lira with new minimum pricing table. It means either don't sell your course or be part of the Promotional Programs.

 

It is good to see the top level of the course pricing are increased. But minimum course price is too high on new list.

 

My proposal for minimum course rate should be related to Udemy Promotion Program course rates. In Turkish Lira courses are offered minimum 28 Turkish Lira. Double of the minimum course rate can be initial pricing step. 

 

In USD and EURO prices are this way.

 

Regards,

Mehmet Akif

 

Bella
Community Moderator
Community Moderator

Hi @MehmetAkif, thank you for sharing your thoughts and concerns.

 

As with USD and Euro, the minimum list price is higher than the minimum discount price, but the new minimum prices in Turkey apply both for instructor coupons and Udemy deals. More details of the changes are available here.

 

Would you mind elaborating on what you mean when you say these changes forces participation in Udemy Deals? I'd love to get a better understanding of your perspective! 🙂

 

Bella Almeida

Udemy Community 

GuilhermeMP
Level 3
Level 3

That seems interesting

MichaelPog
Level 3
Level 3

Thank you @Bella for the update. This is definitely a step in a good direction.

MehmetAkif
Level 1
Level 1

Hello @Bella,

Thank you for your concern.

We have a choice to be in Udemy’s Promotional Programs. Or we may choose not to be in.

When we prefer not to be in the Udemy’s Promotional Programs then we need to determine the course price. The minimum price we can set for our course is the first line in Udemy Price Matrix.

 

Courses in Udemy’s Promotional Programs are sold at various prices determined by Udemy Promation program minimum of 27,99 Turkish Lira / 9,99 USD.

 

While Courses on Udemy’s Promotional Programs are sold 27,99 Turkish Lira, courses that opt out the promotion program minimum price should be 150 Turkish Lira.

 

First tier would be better to be around double of whatever the minimum selling price of the courses in Udemy’s Promotional Programs.

In US, courses are sold minimum of 9.99 USD and first tier of the matrix is 19,99. İt is the same on EURO and etc.

If a US instructor choose to be opt out of marketing program, he/she can price his/her course minimum 19,99 USD. This is the double price of minimum Udemy course price. But Turkish instructor choose to be opt out of marketing program, he /she can price his course minimum of 150 Turkish lira minmum course price for courses in promotion program is 28 Turkish lira. This is morw than five times higher than minimum course price. 

In such situation instructors are forces to be in Udemy Marketing program. 

 

It is good to have wide range of price up to 1400 Turkish lira on Udemy price matrix, It would be fair to take the above ratio into consideration while setting the first line (start price) of price on Udemy Price matrix. 60 Turkish Lira or price around that amount would be appropriate for the first tier of price matrix for Turkish Lira.

The other option is that Udemy may raise the minimum course rate  (for courses at Udemy Promotion Program, to 75 Turkish Lira instead of 28 Turkish Lira. In such case 150 TRY for the first line on price matrix ration will be similar to previous examples.

 

I hope I expressed myself.

Cheers,

Mehmet

 

 

 

Bella
Community Moderator
Community Moderator

Thanks for getting back to me, @MehmetAkif.

 

We hear the concern about the delta between the minimum list price and Udemy’s promotional ranges, and have made an adjustment to list prices in response. Lower list prices are now selectable for instructors setting price in Turkish Lira. We anticipate that as the economic situation in Turkey continues to evolve, our promotional prices will continue to adjust, and this delta will continue to get smaller.

 

All that said, we generally can’t guarantee that opted-out instructors’ pricing will align with Udemy’s. Each instructor has to make their own choice with respect to promotional programs and pricing.

 

If you have any other concerns or thoughts you would like to share, please don't hesitate to do so – we're here to listen. 

 

Bella Almeida

Udemy Community

MinervaSingh66
Level 3
Level 3

Hello @Bella I noticed that from today (March 21, 2022), we can set the price of our promo coupons (Custom Price) within a pre-defined range, say $12.99-$18.99. Earlier this was not the case. Now if someone wants to set a higher price, say $30.99, then what should that individual do? I thought the whole point of a Custom price promo coupon was to let us market our coupons at any price, including at Full Price