How to Bundle Your Online Courses and Products + Examples

Have you been thinking about how to grow your income without launching something new from scratch? Bundling your courses and products is an excellent way to achieve that. 

However, bundling strategies are not that easy. If done poorly, they can actually make your offer feel cheap and less appealing.

In this article, we will explore why bundling is such a powerful marketing tool, how to structure your bundles the right way, and four smart bundling strategies you can start using. I also included real examples from successful course creators for each approach, so you can see how it looks in action.

Why sell your courses in bundles? 

At some point in any business, one of the key goals of the marketing strategy becomes encouraging visitors to purchase more of your products. Think cafes, for example. You go to grab coffee, and you end up purchasing a few snacks with it that come in a set. Why? One reason is that we see an offer with a slightly better price and immediately perceive it as higher value. 

It is the same logic when you are selling online courses and other digital products. 

Instead of offering just one course at a time, you group a few of them together and have a bundle that sells more and delivers more. But why should you bother creating bundles when you already have your courses set up individually?

• Bundles increase your average order value

This one is simple math. If your single course is priced at $100, and you create a bundle of three courses and price it at $250, your customer gets a better deal, and you make more per sale. No one loses here.  

• They help you organize your knowledge into learning paths

The reason we want to enroll in a program is not because we need information. Because, honestly, you can find information for free on the net. Instead, we are looking for courses that already set the roadmap for us. 

Let’s say someone is looking to become a freelance graphic designer. You could sell them one course about Adobe Illustrator and other tools. Or you could bundle that course with one about branding and make your offer more specific and of a higher value for those looking beyond mastering a particular tool. 

• Bundles are perfect for promotions and limited-time offers 

If you want to boost revenue in a slow month, course bundles are perfect for those offers. Instead of creating new content, you can repackage your existing content into something new, offer it for a limited time, and make it feel exciting.

But apparently, to make bundling marketing work, you also need to consider what you include in that offer and how you price it. 

How to structure your bundle? 

Why does the structure of your bundle offer matter, you may wonder?  Because bundling can also work quite the opposite, when instead of increasing the perceived value of your offer, you decrease it. 

This is known as the presenter’s paradox. As your students average the value of each product in your bundle instead of adding, including too many digital goods creates the opposite effect. We will discuss more about this psychology further in the article. 

For now, how can you create a bundle offer to avoid that presenter’s paradox? Here are four common strategies successful creators use for their course offers. 

• Thematic bundles  

Thematic bundles are one of the common bundling strategies. This is where you gather all your courses that belong to one theme under one umbrella. For example, if you have courses on finding a business niche, planning the business, and managing the business, you can combine all that in “Starting your business”. 

This way, your students will get a holistic approach to the subject. At the same time, they will not have to go through this 50-hour A-Z course that feels daunting. 

An example of such bundles is Josh Hall’s Web Designer Pro bundle. In this bundle, he included 9 courses on web design, website maintenance, and SEO. 

He also created a limited-time offer where anyone who joins the bundle also gets access to his Web Designer Pro private podcast. Josh sells this offer on a subscription basis instead of a one-time fee. 

• Skill-level bundles 

This one is for the learners who want to master a specific skill and really build competence. A skill-based bundle is structured to take someone from beginner to confident practitioner in one focused area.

Unlike thematic bundles, which often cover a journey or a goal, skill-based bundles go deep into how to do one thing well.

And the greatest thing is that you are able to sell your courses more easily because those who start your course want to move on with their journey.

An example of that is Knightsbridge Trading Academy. They have trading courses presented in bundles for learning the fundamentals of trading, becoming talented traders and for advanced traders. They positioned the bundle offer in a way so that the students save 50% of their money. 

• Transformation-focused bundles 

In case of transformational bundles, instead of bringing your courses and digital resources together based on just the common topic, you focus on a complete journey. 

This is for you if you want to bring your students that before and after experience. 

Most of the time, your students are not looking to just learn something new. They want to become something, like a podcaster, a certified coach, and the like. So, with your bundle, you sell the idea of reaching from point A to point B. 

An example of such a bundle is Sarah Cordiner’s Black Friday offer. Here, she offers a complete bundle for becoming a successful course creator. Her offer includes 

• Pre-recorded workshops
• Digital resources to help make more sales
• Free trial of a course management platform
• Training on launching a course business

• Time-based bundles 

These are your 30-day challenges, 12-week transformation bundles, or Learn X in 10 Days plans. They work because they make the learning experience feel urgent, structured, and totally doable.

For example, instead of saying “Here’s everything you need to know about starting a YouTube channel,” you say “Here’s what to do this week, and next week, and the week after that.” Plus, people love a finish line. They want to feel like they completed something.

Some creators even offer community-based versions of this. So, everyone starts the 30-day plan together, posts their updates, and celebrates progress as a group.

A great example of such a challenge bundle is Speak English with Vanessa. This bundle allows learners to systematically improve their English skills over a 90-day period, with each course focusing on a specific area. 

Vanessa has bundles with 2, 3, and even 42 courses. Some of them are one-time purchases. Others come with a yearly subscription. 

Considerations for pricing your course bundle 

Now, the important thing is how do you price the bundle in a way so that you do NOT devalue your offer. 

A study titled “The effects of price bundling on consumer evaluations of product offerings” explains two key psychological patterns that affect how buyers evaluate bundle offers: averaging and anchoring & adjusting.

Averaging effect

According to researchers at the University of Michigan Business School, when people look at your bundle, they do not add up the value of each item. They mentally average it. That means if you include one high-value course and three low-value resources, the perceived value of your bundle may drop.

What this means for pricing:

• Do not include weak or too many products just to “fill” the bundle.
• Every item must justify its place and support the overall outcome.

The reason behind that is that, from the point of view of psychology, more is not always the better option. To explain this phenomenon, psychologists bring the wine example. Imagine you offer someone a bottle of wine that costs $300. And to another one, you offer the same bottle of wine, plus plastic cups. Strangely enough, the first offer appears to be more valuable.  

Anchoring and adjusting

The same research claims that buyers tend to anchor their evaluation on the most important item in your bundle. Then they adjust their perception depending on the relevance and usefulness of the add-ons.

What this means for pricing:

• Lead with your strongest course and position it as the core of the bundle.
• Make sure that all supporting materials clearly complement and enhance the core product.
• Use your main course’s standalone price as the baseline, then increase the bundle price based on the quality and relevance of the add-ons.

How to create course bundles on Uteach 

On Uteach, creating a bundle is simple. Whether you want to combine your main course with a few digital products or create a structured multi-course package, the platform gives you the tools to do it quickly.

Check out our knowledge base for all the details. 

To create your bundle, head to the bundle section from your dashboard, click to create a new bundle, and start filling in the basics. It includes your title, price, description, and a cover image. This is also where you set how much it costs and whether it is a free or discounted offer. 

Once that is done, you choose what goes into your bundle. You can include multiple courses, digital downloads, and even live sessions if you want to offer an interactive component.

Finally, you decide how you want the bundle to be available, such as public, private, or invite-only. 

What is great about Uteach is that, unlike many platforms, you can optimize your bundle. You can add the SEO details so people can find it easily in the search results. 

And that is it. Your bundle is ready to go live. Now, you can start promoting it to your audience or even create special offers based on the type of bundle you built.

Whether you are offering a complete beginner-to-advanced package or a 30-day transformation plan, Uteach gives you the flexibility to bundle your content in a way that makes sense for both you and your learners.

Book your free demo with our expert to learn more about how you can sell bundles and maximize your income with Uteach.