Marketing 9 MIN READ

The 14-Step Checklist to Prepare Your Online School for Black Friday

Navigating Black Friday Cyber Monday (BFCM) may feel incredibly stressful this year.

Since almost every business on the planet will be participating in Black Friday and Cyber Monday, and promotional messages flood everyone’s inbox during this period, you need to ensure that your business will stand out in an ocean of competitors.

Starting your planning early is vital for achieving success.

During every Black Friday and Cyber Monday, LearnWorlds is here to help your business achieve significant sales. Preparing early means getting your promotions, offers and marketing strategy right, and being ready to welcome the extra buyers of those days.

This is why we’re offering a few ideas and a checklist that will help you avoid last-minute scrambles!

1Craft an Irresistible Black Friday-Cyber Monday offer

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

picture showing clothes on a special 50% offer
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 in 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 (this year on the 27th of November) and traditionally the following Monday (Cyber Monday) was the day for not-physical products and electronics to be discounted.

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

Be aware 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 in the last minute.

Here are a few tips about your email marketing during BFCM:

P.S.: Also don’t forget to prepare your social media too.

4Reward Loyal Customers

BFCM is an opportune time to reward your previous customers with extra offers and get them to come back for more.

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

If they are not, try to contact them either way, warn them first hand so they won’t miss the opportunity. You can include mentions of 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

The fact that you are putting them as a priority will make them enthusiastic about buying one more time from you and 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:

If you want to learn more about using Facebook remarketing for your online school, watch our related webinar. In this webinar, you will learn step-by-step how to create your first Facebook Campaign.

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 favourite channel that brings the most sales every time. It’s time to invest more time, effort and budget on 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 on the sales funnels that are more profitable

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.

Since lockdown in March, 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!

8Sell Gift Cards with Coupons

picture showing a
Create special coupons for this period

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

Maybe a friend wanted to take up knitting or your dad wanted to be better in golf. Your spouse might want to get into a writing class.

As people are shopping around 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!

9Banners & hero images

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

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

We’ve rebuilt our theme editor to make it easier and faster for you to set up and customize your online school according to the Black Friday mood.

There, you can find:

And, much more to build your landing page offers!

And, 5 Steps 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!

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

If you don’t find an integration you want through LearnWorlds, then try Zapier.

Connecting Mailchimp with LearnWorlds, for example, 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 BFCM period. What I mean is to make the necessary changes to convey your message.

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


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.

Strong action words and phrases
Action words and phrases that can build their motivation not to lose the offer. Choose verbs and words with a positive proposition such as ‘explore’, ‘discover, or ‘start’ that prompts them to take action.

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

An opt-in form
This is the ultimate medium serving your page end-result point. It is a form that captures email addresses and other important information of people visiting your site, including contact names, company names, etc.

Color black in your theme editor

You can see how easy it is to customize your website in BFCM mood in this video:

Black Friday is near and you may feel overwhelmed about what to do first.

However, if you follow a well-designed strategy by choosing some of the above steps, I am sure you will get much better results than you expected!

So, what are you waiting for?

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!

Create a beautiful online school without any technical skills.

Start free trial
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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.