What’s new with pricing and the Deals Program - August 2023

[RyanJaress]

Hi, instructors! 

At the beginning of the year, we shared some ways to improve our pricing strategy so learners have an easier time seeing differences in course value and quality. After rigorous testing, we’re happy to give you an update on our list price experiment results and share the following upcoming changes.

• Based on our positive testing results, we’ll soon start showing the recommended Udemy price for all courses by instructors opted-in to the Deals Program in all markets except Japan.
• We’ve redesigned the course pricing page to give you a better look into how your courses are priced. For those of you who are opted-in to the Deals Program, the updated page will show what the Udemy-set price will be, as well as the backup price (which we used to call the “instructor-set list price”). The new design will be rolled out over the next few months for everyone.
• Starting as early as September 2023, new courses will not be discounted for the first 14 days after publishing. This ensures learners see a consistent initial price. After 14 days, new courses can be part of promotions. Given this initial no-promotion period, we will extend the eligibility window for the “New” and “New and Hot” badges from 60 days to 74 days.

To learn more about these changes, check out this Teaching Center Article. Let us know in the comments below if you have any questions!

 

[SteveBallinger]

I am not sure I understand the backup price.

If Udemy has a sale then the Udemy list price will show along with the discounted price (What students actually pay) and thus my backup price will not show and is not relevant. 

What if there is no sale happening when a student hits a landing page. Would the student see the Udemy list price or would they see my backup price as there would not a discounted price in this instance? Just a list price. 

Thanks.

[carlinzim]

Will this change contribute to the increase in the instructor's revenues? Or not?

[PhillipBurton]

I think an important thing from the above is: 

new courses will not be discounted for the first 14 days after publishing

So, let's say that the Thanksgiving sale starts on 20 November (I don't know the date - that's just a figure I just made up). So for your course to be included in the sale for the entirety of the sale period:

• it would need to be approved by 6 November,
• so it probably would need to be submitted by the end of October, just in case.

Phillip

[MarinaT]

Hi @SteveBallinger, 

Thank you for asking! That's a great question.

If there is no sale happening, and you are opted in to the Deals program, learners will see a list price for your course generated by our pricing models (i.e., the Udemy list price).

We've tested this policy and found that showing the Udemy list price has a total positive impact on instructor revenue. Backup price is the price you select for your course, but it will only be shown in certain situations, such as in regions where we don't use the Deals program or in case of a temporary problem affecting the program.

I hope this helps! 

[MarinaT]

Hi @carlinzim, 

I hope you are doing well! 

The new and upcoming pricing updates are aligned with our pricing strategy to balance short-term returns with the long-term health of the marketplace.

While we can't promise revenue gains based on these changes, since it can vary depending on topic, learner demand, and competition, we’re optimistic that overall these changes will help us continue to bring in sales and earnings for instructors. 

Please let me know if you have additional questions. 

[Dr.ArslanAk061]

Nice

[Michael_D_Nwaogu]

I think timing is another major point instructors are meant to consider here - we have to consider the first 14 days after publication, which would be an off-promo period for the new courses now - so timing would be of the essence when working towards  publishing a new course before those special sales days (e.g., Black Fridays, Cyber Mondays and so on). All the best.💪

[peter_dalmaris]

Hello @RyanJaress and @MarinaT , thank you for the update.

Could you please elaborate on "new courses will not be discounted for the first 14 days after publishing", especially concerning the upcoming BF/CM sales?

Like many others, I'm working on a new course and planning to publish it in time for BF.

Can you please confirm or correct the following:

1. Udemy will not promote new courses for 14 days after publication; this means that for Udemy to promote a new course during BF/CM, it must be published by 1st week of November.
2. Course creators can still promote their new courses with a discount coupon anytime.

Thank you again!

Peter

[Yohann Coussot]

Hello, 

Yes would also love an answer to Peter's message.  @RyanJaress  @MarinaT 
Thank you !
Yohann

[MarinaT]

Hi @peter_dalmaris,

My sincere apologies for being late here. Also, thank you, @Yohann Coussot, for tagging me again!

1.) Udemy doesn't disclose the exact dates when the Black Friday sale starts, but we recommend publishing it very soon to ensure the courses will be available during the Black Friday sale. 

2.) Yes, that's correct. You can promote new courses with your coupon code anytime. 

Please let me know if you have additional questions, and sorry again!😅

[peter_dalmaris]

All good, thank you @MarinaT and @Yohann Coussot .

[Teem]

Okay... That's good 

[BusinessTouch]

Continuous evolution brings revolution. Like Facebook, YouTube, WhatsApp, and many other global platforms, Udemy should keep on bringing positive improvements.