How to build an effective course checkout page

If you’re creating an online course, you’ve probably given the actual course content a ton of thought. Everything from the course slides to the video lessons to the sales page. But one element of course creation that’s sometimes overlooked is the course checkout page. 

In this post, I’m sharing everything you need to know about creating a course checkout page. By including certain elements and layouts, the checkout page can be a great opportunity to showcase your course’s value, instill confidence in potential customers, and convert them into students. 

What’s the difference between a sales page and a checkout page?

A sales page houses all of the information about your online course and features. It details the buyer’s pain points, shares how the course is an effective solution to their challenges, and outlines everything included in the course. The sales page is often the landing page you share when promoting your course. 

A checkout page is the page a buyer sees when they’re purchasing your course. This page collects the buyer’s details, like their name, email, and payment information. But it can also include some sales elements to emphasize your course benefits. 

Both pages are critical to your online course success as they each play a role in the buyer’s journey. 

One-step vs. two-step checkout

Something to consider when creating your checkout page is whether you want to have a one-step or two-step checkout. 

Here are the differences between each:

• One-step checkout: This type of checkout includes all fields on the same page. The buyer will fill out their information and make their purchase on one page. A single-page checkout involves less steps, so it’s usually fairly simple for potential customers to convert to paid students. 
• Two-step checkout: Two-step checkout splits the buying process into two pages. The first step collects the buyer’s information, like their name and email address. They enter their payment information on the second page. 

There are pros and cons to each option. With one-step checkout, there’s less friction in the buying process. The buyer can enter their information and pay in just a few clicks. 

On the other hand, two-step checkout can be worth it if you plan to create a marketing funnel around the checkout process. For instance, a buyer may enter their name and email address but decide not to complete their purchase. Since you have their contact information, you could follow up with automated emails to remind them to complete the checkout. 

Choosing your course checkout page platform

When it comes to setting up your course checkout page, you have a couple of options for the platform you choose. I’ll share both options, along with the pros and cons to help you decide which one is best for you. 

Option 1: Use your course platform 

Using your course platform is my recommended option. When your checkout page is built within your existing platform, it makes for a seamless experience for both you and your students. 

There are several online course platforms to choose from, many of which are all-in-one which means they’ll have all of the features you’ll need to build, sell, and promote your courses. If you don’t already have a course platform set up, look for one that includes a customizable checkout. 

If you’re curious to learn more about my favorite course creation platforms and equipment, make sure to download our free Course Creation Toolkit.

Option 2: Use a dedicated checkout platform

You can also use a dedicated checkout page platform, like ThriveCart (affiliate link). I only recommend going this route if your course platform is missing features, like order bumps or upsells. 

I also like ThriveCart because it offers the option to add payment plans or multiple payment options. If features like these are important to you and your existing course platform doesn’t offer them, then you might consider using a dedicated checkout platform. 

Key elements of an effective course checkout page 

Once you know where you want to set up your course checkout page, let’s go over what it should look like. 

Your course checkout page needs certain elements to function, like the form for the buyer to add their information and payment details. But there are also a few key elements to consider adding if you want to make the most out of the page and solidify the sale. Think of this page as an opportunity to communicate the value of your product and serve as one last reminder of what the buyer will receive once they make the purchase.

1. Product title and description 

Make sure to include the product title front and center so buyers know exactly what they’re purchasing. This is especially important if you offer multiple products. 

I also recommend including a brief description of the product, about 1-2 sentences. This information should be on your course sales page, too, but including it here is your chance to drive home the outcome buyers should expect after purchasing your course. 

2. Product mockup image 

People love to see what they’re buying before they buy it. Give them a preview of your course with a product mockup image. 

You can easily create this using Canva. Simply add screenshots of your course slides, video lessons, and worksheets to a premade template.  

3. Bullet list of what’s included 

Include a bulleted list of what’s included in the course. This list should be scannable and easy to read to emphasize value without taking too much time away from the checkout process. 

Briefly describe your course content, whether it includes videos instructions, weekly coaching calls, or assignments for each section. If you’re offering any bonus content, you can also highlight that here.

4. Testimonials 

Testimonials from former students are gold. Add them to your course checkout page as social proof of your curriculum. One or two testimonials is typically enough to drive home your point without overloading the buyer with too much information. 

5. Bonus: Optional elements

Below are a couple of optional elements I recommend including on your course checkout page. You don’t have to add these, but I’ve found that they can be effective for the right digital products and make for a smoother customer experience. 

• Order bump: An order bump is offered as an additional product during checkout. This product is usually low-cost and addresses a similar topic or interest.
• Satisfaction guarantee: Adding a purchase guarantee to your course checkout page gives buyers the option to request a refund if they aren’t satisfied with their purchase. Not only does this provide a sense of security to hesitant buyers, but it also displays confidence in your product. Purchase guarantees aren’t required, and there’s no universal “right” policy for all products or businesses. 

Checkout page layout sample

To give you more visual context, here’s an example of one of my course checkout pages from our signature program Mini Masters. 

This page includes all of the essential elements listed above, from the product title and brief description to the product mockup image and testimonials:

Final thoughts

The course checkout page is an important part of your future students’ buyer journey, so it’s not something to overlook. Use this page as a chance to emphasize the benefits, features, and outcomes of your online course to give students one last boost of confidence in their purchase. 

And if you’re looking for more guidance on creating your first online course, I recommend our free online course toolkit here.