Here at Teachable, our goal is to give online course creators like you the tools and resources you need to earn real money teaching what you know.

Over the next several months, our product team is releasing a series of improvements to our checkout flow to help improve course conversion rates.

Today, we are excited to release the first round of updates—new checkout sidebar elements designed to increase the number of students who enroll in your course. The checkout sidebar now allows you to add and customize testimonials, bullet points (for copy), and course guarantees.

Why is this so important?

Improving your checkout page can drastically increase your course conversion rates. That means more sales and more students.

These checkout flow updates are designed to keep your Teachable course ahead of the curve, so a higher percent of people who visit your course will become students.

Former checkout page:

Previous checkout page-633220-edited.png

Updated checkout page:


Benefits of Testimonials, Bullets Points and Course Guarantees

Let’s break down how the new features will improve your conversion rates.



One common concern that prevents someone from purchasing is a fear that they won’t actually like the product or find it useful. Testimonials are invaluable because they provide “social proof” that others have made the purchase and are satisfied.

Including testimonials can increase conversion rates by 34% and up to 50%, and they can be especially compelling when placed in a checkout flow, just before purchase.


Bullet Points

When setting up your checkout flow, including extra copy on the final checkout page gives you an opportunity to reassert your value proposition. Adding bullet points of benefit-driven copy, for example, allows you to do that in a visually compelling way.

A few ideas for what benefit-driven copy to include here:

  • Think about the transformation your students will experience. How different will their lives be after taking your course?
  • Quantify the benefit. Will they be 10 times better at a certain skill because of your course?
  • How much time will they save by taking your course as opposed to trying to learn things on their own?


Course guarantees

Adding a money-back guarantee to a checkout flow is ideal for removing specific barriers to purchase. When you promise that a sale isn’t final, the customer doesn’t need to think so hard before they buy.

It’s common for online business owners to worry that many people will take advantage of a money-back guarantee, but that fear is largely unfounded. Here’s what Pat Flynn, founder of Smart Passive Income, has to say about them:

There have been millions of marketing research dollars spent figuring out that businesses who offer a guarantee will almost always earn more money because the guarantee lures more paying customers. The number of refunds you issue will increase, but you’ll almost always net more than you would without the guarantee.”


How to Use These Customizations on Your School

Every course on your Teachable school has its own checkout sidebar so you can tailor the sales message to fit the specific course. The sidebar system’s real-time preview makes customizing each of the elements quick and easy.

To add the new sidebar elements to your course’s checkout and start increasing your sales, please visit the Teachable Knowledge Base article: Customizing Your Course Checkout Page.

Check out more content like this

Back to Blog
Laurence Bradford

Written by Laurence Bradford

Laurence Bradford is an Associate Product Manager at Teachable. Outside of Teachable, Laurence manages, a blog for people teaching themselves how to code.