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Marketing 10 MIN READ

Black Friday Checklist: 9 Tips and 5 Treats To Prepare Your Online School

As a result of the Covid-19 pandemic, Black Friday 2020 was a revenue bomb for most online businesses worldwide. For instance, according to Shopify, its shop owners made $5.1 billion in sales, which translates into a 76% increase in sales Year over Year (YoY).

The combination of this revenue increase and the shift of consumer behaviors to new channels of buying benefited most industries, and eLearning was no exception.

Long gone are the days of Black Friday and Cyber Monday advertising focusing mainly on electronic appliances and technology. eLearning businesses must maintain a presence during the entire Black Friday and Cyber Monday periods to capture this broad spectrum of interactions.

P.S. Download The Complete Checklist to Selling More Online Courses to rock this Black Friday!

This is exactly what this tips and treats checklist is all about! To get you ready early and right. Early planning means getting promotions, offers, and marketing strategies right, and being ready for the extra buyers those days will bring.

First, let’s look at the 9 tips you can put in action to get things rolling.

1Craft an Irresistible Black Friday-Cyber Monday offer

There are multiple types of offers you can make during this period. You can try out promotional ideas, such as:

Exciting product offers

Alternatively, you can offer a “jaw-dropping” sale on a popular course to attract customers. Once they are there for the deep discount, there’s a chance they’ll also pick up other courses or services on their way to the checkout.

Still, you are wondering what can’t-miss sale will draw people to your services.

Consider focusing on the one sale you believe is the most fascinating for your customers instead of promoting all of your offers at the same time.

Here is also how to create your first discount coupon with LearnWorlds.

2Prepare for Thanksgiving to Cyber Monday Purchases

Black Friday is traditionally the day after Thanksgiving and marks the official start of the holiday shopping season.

picture showing a girl offering a small painted pumpkin on Thanksgiving day
Why not start BFCM offers a day earlier?

However, when everything is ready for your offer (a separate page or template on your website), we suggest making it available from Thanksgiving day.

The Black Friday sales have moved on and in some cases have become 3-day or 4-day events. Usually starting on the day the US is celebrating Thanksgiving with usually a lower discount, moving on to a bigger discounting day on Black Friday and traditionally the following Monday (Cyber Monday) was the day for not-physical products and electronics to be discounted.

Many companies apply their own discount dates and some even have a full-week or full-month discount period.

Be aware of whether you are targeting customers in the United States or internationally or a specific country. Each culture has different expectations on when and how Black Friday happens.

The usual expectation is a huge discount starting on Friday and might spill over the weekend and go on till the coming Monday.

3Prepare Your Email Sequence

Email marketing matters and offers the best way to generate leads.

Create, and schedule emails long before BFCM sales begin.

picture showing a man preparing an email sequence on his PC
Preparing email sequences can be confusing. Luckily there are resources available

If you haven’t done this before, now it is time you create a few email sequences planned to bring customers back to your site!

Use an email service provider to schedule those email campaigns in advance, saving you much-needed time.

Preparing your sequence will save you time later, as you only need to do a quick review and click send rather than stress to finish it at the last minute.

Here are a few tips about your email marketing during Black Friday and Cyber Monday (BFCM):

P.S.: Don’t forget to plan your social media strategy too.

4Reward Loyal Customers

This is a great time to reward your current and loyal customers with extra offers and upsell them on courses, bundles, or memberships.

If your current clients are already subscribed to your email list, send them an email with your BFCM offers earlier than the rest of your leads.

You can also mention upcoming Black Friday offers in your school’s community or social media.

A graphic showing a computer with an open tab in Facebook and several facebook ads symbols.
Rewarding loyal customers is essential to build customer loyalty and word-of-mouth recommendations

By putting your current customers first, you will inspire them to buy again from you and you will build long-term customer loyalty.

5Retarget Past Visitors and Customers Using Facebook Ads


picture showing someone make an online purchase using their credit card
Facebook Ad Campaigns: Start now, if you haven’t started one yet


Having a Facebook Campaign in place to convert lost visitors to customers/students makes total sense.

Generally speaking, a campaign can be used in your online school to:

Check out this great guide we have prepared for you, The Essential Guide to Selling Online courses using Facebook Ads, wherein we break down the power of Facebook Advertising and Remarketing. Get in-depth guidance on creating top-notch Facebook ads for your online courses for Black Friday, Cyber Monday, and any season or occasion!

6Double-down on Your Top Sales Channels

During BFCM, you have a great chance to reap the benefits of multichannel selling.

Each course creator has a favorite channel that brings the most sales every time. It’s time to invest more time, effort, and budget in these channels. Whether it’s email, social media, paid ads, or affiliate marketing.

picture showing someone observing key metrics from their sales funnels and keeping notes.
Invest in the most profitable sales funnels

Identify which channels had the most ROI for your business (best performing) and double down during the holiday season.

7Consider Pandemic Course Trends

It is wise to consider courses that have seen a rise in demand since the pandemic, to prepare your offers.

Google Trends shows that several course topics are getting more attention lately, with google searches increasing in many subject areas of online learning.

For example, some steadily trending course subjects are:

Check if any of your subjects or related topics are on the rise and offer special offers on those. Chances are, those are going to get an even bigger spike in sales than any other courses you might have on offer, especially from new students!

Keep in mind that you should validate the feasibility of your online course before creating it, no matter what topic you choose.

8Sell Gift Cards with Coupons

picture showing a
Create special coupons for this period

Holidays are the best time to exchange gifts with loved ones. And, what’s better than the gift of knowledge?

As people are shopping around for the perfect gift for their loved ones, you can offer your courses as an option.

With LearnWorlds, you can create a “placeholder” (or empty) course for anyone who wishes to buy a course as a gift. Then, you can email anyone who buys that course with a coupon code to send as a gift card.

You can even create a nice template with Canva or Visme and include the code as a beautifully designed gift card!

9Include Attractive Banners & Visuals

One of the most successful ways to promote your holiday sales is through engaging graphics and visuals.
To change the header image on your homepage for BFCM, you don’t need to be a graphic designer.

Picture showing a clock counting down for Black Friday sales. This is an example of Black Friday visuals.
Use eye-catching graphics

LearnWorlds’ powerful Site Builder enables you to customize your online courses’ landing pages to suit any seasonal occasion, such as Black Friday and Cyber Monday.

You can easily create a temporary Black Friday template with just a few clicks! You can configure a plethora of sections to adjust your Black Friday landing page offers, like:

And, 5 Treats to Get Your Online School Ready!

1Pricing the Courses

One of the biggest challenges course creators need to face is determining the price of their courses.

There are many tactics on how to price your course, and we have written an Ultimate Guide on How to Price Your Course.

A piece of quick advice will be to price above the level you would feel comfortable to ask. Figure out where is the best value for money.

It might be better to sell five courses for $100 than sell 50 for $10. You will need to test what works for your audience.

Also, be sure to evaluate the time you need to spend with your students. A full self-paced course can be priced cheaply, but if you offer coaching, live classes, and feedback, you can’t undervalue your own time!

Further reading: How Much Money Can You Make Selling Online Courses?

2Set the Payment Gateways, Currency & Invoices

If you haven’t done this yet, connect your payment gateway – through which you will set up the sales and receive the money.

LearnWorlds supports:

You can even have two or more payment gateways if you are going to combine, for example, PayPal payments with a Stripe Checkout.

Just remember, Stripe is the only payment gateway that supports subscriptions and payment plans.

LearnWorlds is also the only one adding local payment gateways for specific European countries such as:

You can read more about these local payment gateways that work using Stripe here.

3Go Through the Integrations

LearnWorlds integrates with your favorite tools, whether that’s the software you are using to send mass emails, track visits to your website, or add a chat bubble!

You can see all the integrations here or visit your school to check them out.

screenshot from LearnWorlds integrations page
Learnworlds comes with many integrations for your school

With the LearnWorlds integration for Zapier, you can practically automate anything you want that will save you dozens of hours of work!

Besides, connecting Mailchimp with LearnWorlds will automatically sync all emails to your Mailchimp account, so your lists are always ready without additional work.

4Connect Your Domain

Your trial LearnWorlds account looks something like

But, if you already own a website or a domain name, then you can connect that to your LearnWorlds account.

You will need to choose whether to use your main domain as your school’s website or a sub-domain. How does that work?

Let’s say you own, you can connect your school to that address.

If you already have a website or blog connected to the domain, you don’t want to lose that. Here comes the subdomain to save the day!

You can create a subdomain like “academy” and connect your school there. In this case, it looks like

Popular subdomains for this case are:

5Prepare the Sales Page

Prepare your landing page for the Black Friday – Cyber Monday period.

screenshot from LearnWorlds website builder
With LearnWorlds you can completely customize your website for BFCM with a few clicks

P.S. Download The Complete Checklist to Selling More Online Courses to rock this Black Friday!

Follow these simple guidelines to compose a Black Friday message that works:

Write short but attractive headlines
Your headline should explain how visitors can benefit from the BFCM offer and positively show how their needs and wants can be met.

Use strong action words and phrases
Choose verbs and words with a positive proposition such as ‘explore’, ‘discover, or ‘start’ that prompts them to take action.

Add engaging media
Any visual element (including photos, graphics, infographics, or other persuasive media) that presents the result your courses achieve can get people right into your sales funnel.

Include an opt-in form
This is the ultimate medium serving your page end-result point. The purpose of this form is to capture email addresses and other important information of people visiting your site, including contact names, company names, etc so that you can further communicate your offers to them.

Check out how easy it is to customize your website in the Black Friday’s mood in the following video:

Black Friday is approaching and you don’t have to feel overwhelmed anymore about what to do first.

Follow a well-designed strategy, evaluate and put in action all of some of the above tips and treats, based on what suits your online school best, and you are good to go!

Why not get started now?

If you don’t have a LearnWorlds account yet, you can create a new one with a 30-day free trial today and start selling your online courses!

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Course Designer & Content Creator at LearnWorlds

Anthea is a Course designer and Content Creator for the LearnWorlds team. She holds years of experience in instructional design and teaching. With a Master of Education (M.Ed.) focused in Modern Teaching Methods & ICT (Information & Communications Technology), she supplements her knowledge with practical experience in E-Learning and Educational Technology.