From Digital Products To Customer Education: Expanding Your Revenue Streams With Online Education

Traditional revenue channels can hit a wall when markets become saturated, leaving companies scrambling for fresh growth opportunities. If you’re currently experiencing this, online education is one of the most reliable ways to diversify your revenue.

Online education, at its core, is about designing structured learning experiences that connect with both prospective and existing customers across different skill levels. However, the goal isn’t to sell a random course here and there.

It’s to build a comprehensive learning ecosystem that transforms the way your audience interacts with your business—turning passive users into active learners and advocates.

In this article, I’ll explore the different ways to drive growth and revenue through online education.

Skip ahead:

• How online education helps to improve core revenue streams
• How to unlock new revenue streams with online education
• Quantifying the ROI potential of online education
• Key steps to building your online education revenue strategy
• Put the right tool at the center of your revenue strategy
• FAQs

How online education helps to improve core revenue streams

While online education can help create brand-new revenue streams, it’s also effective at boosting existing ones. Here’s how:

1. Directly generating revenue through online learning product sales

Online education also serves as a direct revenue stream by turning your expertise into marketable products. In other words, you can sell learning products to both prospective and existing customers.

You can do this by offering paid courses and eBooks, creating product bundles, implementing subscription models, and licensing your content to corporate partners or educational institutions to reach a broader audience.

By directly selling online learning products, you can tap into new revenue opportunities while reinforcing your brand as a trusted source of valuable information.

2. Customer onboarding and training

Customer onboarding is the process of guiding new customers through the initial steps of using your product. You can transform the onboarding process using online education by offering interactive modules, video tutorials, and step-by-step guides that show users how to derive value from your product as soon as they sign up.

Here’s how that can help you boost revenue:

• Product adoption and customer retention:
  When users quickly grasp how to use your product, they’re more likely to stick around, invest in additional features, and upgrade their subscriptions.
• Reduced support tickets. When customers know how to resolve common issues on their own, they won’t reach out to your customer support team too often.
• Upsell/cross-sell opportunities:
  You can upsell and cross-sell advanced features by masterfully showcasing them in your onboarding process. For example, if someone signs up for a low-tier plan, your onboarding tutorials could show how much more they could achieve with a more advanced feature.
• Customer loyalty and advocacy:
  When customers start seeing the benefits of your product from the get-go, not only will they continue to do business with you, but they’ll also recommend your products to others.

3. Lead generation and nurturing

Online education enables you to create a diverse range of resources—such as on-demand webinars, interactive tutorials, and downloadable guides—that can attract prospects and nurture them throughout the buyer’s journey.

These resources serve as both educational content and strategic marketing assets, drawing in potential customers by addressing their pain points and showcasing how you can help them.

Take, for example, a consultancy that creates downloadable white papers as lead magnets. By offering valuable insights in exchange for people’s contact information, the business not only educates its audience but also builds a robust email list.

It can then send follow-up emails and personalized content to nurture these leads further, gradually guiding them toward a full-service offering.

4. Employee training and development

Customers aren’t the only ones that need training; employees do, too.

According to LinkedIn’s 2025 Workplace Learning Report, businesses that invest in upskilling their teams see improved productivity, better decision-making, and fewer costly mistakes.

With online education, you can provide online lessons that employees can study at their own pace. These lessons could be about your product, skills employees need to succeed in their roles, or emerging skills to help them stay in demand.

Here’s how employee training helps bolster your existing revenue channels:

• Enhances productivity by equipping employees with the latest skills and knowledge;
• Reduces errors and operational costs by standardizing best practices;
• Increases employee retention and reduces turnover expenses;
• Boost innovation by encouraging continuous learning and creative problem-solving
• Supports leadership development and stronger organizational performance.

The money you save through employee training can be counted toward profit or reinvested to expand your marketing strategies.

Read: How to Implement Employee Training and Development

How to unlock new revenue streams with online education

Online education encompasses more than online courses. Here’s a breakdown of the different types of online learning resources and how to use them to solidify existing revenue streams and create brand-new ones.

1. Digital products

Digital products let you convert your expertise into accessible, scalable learning resources that attract leads, educate customers/employees, and drive revenue.

Here are some popular digital products:

• eBooks:
  eBooks let you share expert insights and actionable strategies in a format that’s easy for your audience to digest. They’re excellent for lead generation because you can offer them in exchange for people’s contact details, giving you a steady stream of potential customers.

A great example is Pipedrive’s extensive library of sales and marketing eBooks. When you click on the Download button for an eBook, a popup box asks you to input your work email to gain access.

Once you do, Pipedrive gets access to your inbox and can send you nurturing emails.

• Online courses:
  These are structured learning experiences designed to take your audience from novice to expert. With clear modules, engaging lessons, and interactive assignments, online courses not only educate but also build a sense of accomplishment among your learners.

For example, Webflow University offers nearly two dozen courses on website design, including Webflow 101, CSS styling, and SEO fundamentals.

• Webinars:
  Whether live or pre-recorded, webinars offer a dynamic way to showcase your expertise, answer your audience’s questions in real time, and demonstrate your products. They’re especially effective for lead nurturing, as they build trust and create an interactive learning experience.

Salesforce takes webinars seriously. The company even built a page specifically for curating upcoming webinars across various verticals.

• Workshops:
  These are shorter, focused sessions that dive deep into niche topics. Workshops are perfect for giving your audience a taste of your expertise, setting the stage for upselling more comprehensive courses or training sessions.
• Video tutorials:
  Bite-sized and engaging, video tutorials are ideal for delivering quick tips or detailed walkthroughs on complex subjects. They serve as an excellent teaser for more in-depth digital products, encouraging your audience to explore your other offers.

2. Membership programs

A membership program is a system where customers pay a recurring fee to access exclusive benefits and perks. Ellie Diop’s Mommy to Millionaire Club is an example of a profitable membership program.

While she has paid online courses, Ellie offers exclusive content in her membership program, including live training, coworking sessions, guest expert training, and monthly milestone checklists for $99/month (or $997/year).

Membership programs help generate revenue by:

• Generating recurring income that can smooth out the ebbs and flows of one-time sales;
• Encouraging deeper engagement, which increases customer lifetime value and reduces churn;
• Creating opportunities for upselling additional services or exclusive products;
• Allowing you to collect feedback so you can tailor future content to meet your members’ evolving needs.

Pro tip: Set up your membership program for success by offering exclusive content: premium articles, video tutorials, live sessions, webinars/workshops, and discussion forums. The goal is to create a sense of belonging, where members feel they’re part of an insider club that offers more than what the general public sees.

Read: How Ellie Talks Money Lifts Aspiring Entrepreneurs With Thinkific Plus

3. Online communities

An online community is a space where your customers can interact, share insights, and support one another. You can build an online community around your learning programs, giving those who buy your digital products a space to connect with like-minded individuals.

For example, I’m currently taking Brad Traversy’s JavaScript course online. After buying it, I joined his Discord community where I share my code with more experienced learners so they can give me tips on how to make it better (and vice versa). I also participate in discussions, do group projects, and learn a few coding tricks from other students.

Just like membership programs, you can also offer AMA (Ask Me Anything) sessions, live Q&As, expert-led discussions, and weekly contests to keep members engaged and provide added value.

A thriving online community:

• Increases Customer Lifetime Value (CLV): A strong community keeps customers engaged longer, leading to repeat purchases and higher retention rates.
• Reduces support costs: Peer-to-peer discussions help customers troubleshoot problems on their own, cutting down on support tickets.
• Creates new revenue opportunities: You can offer premium membership tiers with exclusive content, workshops, or early product access.
• Turns customers into advocates: Engaged members can become your biggest promoters, driving word-of-mouth referrals and organic growth.

4. Subscriptions

Subscriptions offer you a steady revenue stream by allowing customers to pay regularly for access to your full suite of digital products. Unlike memberships—which focus on building relationships through exclusive benefits—subscriptions let your audience pay strictly for your content offerings.

MasterClass is an example of a subscription. This company offers over 200 online courses, many of them hosted by popular figures like Gordon Ramsey, Anna Wintour, James Patterson, and Shonda Rhimes.

Instead of selling each of these courses for a fixed amount, MasterClass allows folks to pay $10 – $20 a month for access to its entire course library.

The subscription payment model shifts from one-off transactions to a recurring revenue strategy. This setup encourages MasterClass customers to invest every month (or year) in ongoing learning at a fairly cheap price.

MasterClass, on the other hand, will be able to predict precisely how much income they can expect to receive from their customers (adjusted for churn). This way, the company can plan and reinvest in creating even more engaging, high-quality courses.

5. Certifications

Certifications are paid programs that validate the expertise of your customers or employees in your product or industry. Not only do certifications sharpen the skills of those who use your product, but they also position your company as the go-to authority in your field.

Zendesk Training is an excellent example of an advanced certification program. The company created learning paths tailored to the five roles that commonly use Zendesk: Admins, Agents, CX Analysts, Sales teams, and Developers. Depending on your role, you get a series of online courses that help you build your Zendesk expertise.

Once you’ve taken the Foundational courses and Product Deep Dives, you prepare for and take the certification exam. If you do well, you’ll be officially Zendesk certified.

When your customers earn a certification, they gain confidence in their abilities, and prospective clients see the value and credibility of your offering. Furthermore, if you put a price tag on your certifications, they can serve as a direct revenue stream.

It’s a win-win situation: customers grow their expertise, and you create a sustainable business model that reinforces your brand’s leadership.

Quantifying the ROI potential of online education

According to YellowBusABA, companies can expect an average ROI of $30 for every dollar spent on online education initiatives. That’s a 2,900% ROI.

But what exactly does this entail?

The formula for calculating the return on investment (ROI) of online education is:

ROI = [(Total Revenue – Total Costs) / Total Costs] x 100

For example, say you invest $5,000 to create an online course priced at $200. Then, you spend $10,000 to market it. If you end up getting ~20 sales each month, you’d have made $48,000 in 12 months. Your ROI would be:

ROI = [($48,000 – $15,000) / $15,000] x 100

This gives 220%.

This is the standard way to measure ROI from direct sales of learning products. This applies to digital products, paid memberships, certifications, etc.

However, this formula doesn’t account for the intrinsic ROI you get through cost savings.

With intrinsic ROI, the formula becomes:

ROI = [Costs saved / Online education investment] x 100

Here’s how this works:

• Employee turnover:
  Say you run a company with 100 employees where turnover drops from 20% to 15% due to effective online training. This reduction means five fewer departures annually. If each turnover costs $5,000 in recruiting and training, you save 5 × $5,000 = $25,000 per year. If your online education investment is $50,000, you get an ROI of 50%.
• Lowered support tickets:
  Suppose your customer education initiatives lower support tickets from 1,000 to 750 per month—a reduction of 250 tickets. With an average handling cost of $20 per ticket, that’s a monthly saving of 250 × $20 = $5,000, or $60,000 annually. With a $50,000 investment, the ROI would be 120%.
• Higher customer lifetime value:
  Say your educational content increases CLV from $500 to $600. For 1,000 customers, this $100 increase per customer translates to an extra $100,000 in revenue each year. With the same $50,000 investment, the ROI here would be 200%.

Key steps to building your online education revenue strategy

Building your online education revenue strategy starts by mapping out your current revenue streams and identifying gaps or inefficiencies. This allows you to use online education to improve what already works while opening doors to new opportunities.

Here are the steps to take to build an online education revenue strategy:

For existing revenue streams

1. Identify key areas of improvement within existing revenue streams

First, take a detailed inventory of your current offerings to pinpoint where online education can add extra value.

For example, if you notice that customers are struggling with a particular product feature, you can create training modules to teach them how to get the most out of that feature. Or, if customer support tickets are high, a series of how-to videos or step-by-step guides could reduce confusion and cut down support costs.

Also, look for opportunities to add advanced courses or certifications that complement your core products.

Pro tip: Review customer feedback, customer support data, and usage patterns to uncover where online learning resources could drive better outcomes and, in turn, boost your revenue.

2. Define the learning objectives and target audience for each stream

Before you start creating content, establish crystal-clear learning objectives and define the ideal audience that will benefit most from each resource.

For instance, if you want to create a customer onboarding course, your learning objectives might include ensuring new users understand and can use your product’s key features within a set timeframe, say 30 days. Here, your target audience would be customers who have just signed up and are eager to start benefiting from your product immediately.

3. Determine the role of online education in meeting users’ needs

To succeed with online education, match each learning resource to the skill level and complexity of the content you want to deliver.

For instance, if you’re addressing advanced topics that require complex problem-solving, an online course with video demonstrations will be more effective than an eBook. But, for users seeking a quick feature overview or refresher, a well-structured eBook or a series of bite-sized video tutorials would be just right.

Pro tip: To be sure you’re making the right matches, conduct a survey, asking customers questions like “What challenges are you facing?” and “Which format do you prefer for learning?” Their answers will give you an idea of how to proceed.

4. Select the appropriate content formats and delivery methods

Next, consider the type of content you want to share. If you need to explain a complex process, video tutorials or interactive courses are the best fit because they allow you to show step-by-step demonstrations. For simpler, more static information, an eBook or a series of blog posts would be enough.

Next, evaluate your audience’s habits and learning styles. Do they like watching short, engaging clips, or would they prefer reading detailed guides? If your customers are busy professionals, short, actionable videos delivered via mobile-friendly platforms might work better than long-form content. But, if your audience enjoys diving deep into the subject matter, webinars or downloadable resources could be more effective.

Also, decide whether your content will be available on-demand, so users can access it at their own pace, or if live sessions that allow real-time interaction would be more valuable.

By matching the right content format with an effective delivery method, your content will not only reach your audience but also resonate with them.

5. Deploy online education content tactically into existing revenue systems

Once your learning resources are ready, start integrating them into your current offerings.

There are many ways to do this.

If, for example, you offer a software product, you can embed interactive tutorials and quick-start videos directly within the user dashboard. Or, if you run a subscription service, integrate periodic webinars or refresher courses to keep subscribers engaged and encourage them to explore premium content.

Strategically infusing online education into your existing systems turns every touchpoint into an opportunity for upselling and cross-selling, and building lasting customer loyalty.

6. Measure impact and refine over time

After rolling out your online education initiatives, keep a close eye on your analytics dashboard(s). Some metrics to track include:

• Course completion rates
• User engagement metrics (such as time spent on modules or active participation in webinars)
• Conversion rates (from free trials to paid subscriptions), and
• Customer satisfaction scores

These metrics give you a clear picture of what’s working and where you can improve. For example, say you launch a series of onboarding tutorials but notice that many users drop off midway through a particular module. This signals that the content might be too complex or lengthy, prompting you to break it down into shorter, more digestible segments.

For new revenue streams

1. Identify market demand and niche opportunities

Start by conducting thorough market research to understand what your target audience is looking for. Run customer surveys, consult your customer support and sales teams, and dig into industry forums and social media conversations to uncover pain points and interests.

Next, analyze your competitors. If you notice that a competitor has successfully launched a course, community, or membership program, take note. It means there’s demand for what they offer.

But instead of simply copying what they did, look for ways to make it better. For example, if a competitor’s course covers the basics of web development, you could develop a more advanced series that dives deeper into programming languages and frameworks.

Paying attention to market demand helps you identify and capitalize on opportunities to expand your revenue streams.

2. Define clear learning outcomes and course structure

If you decide to create an online course, outline exactly what you want your learners to achieve by the end of the course.

For instance, if you’re launching a course on advanced project management, your learning outcomes might include mastering risk assessment techniques, creating efficient project timelines, and leveraging agile methodologies. These outcomes should be specific, measurable, and directly tied to the needs of your audience.

Next, design your course structure to match the expertise level of your learners. So, if you’re creating an online course series on digital marketing, you could start with an introductory volume that covers foundational principles, followed by subsequent courses that focus on specialized topics like search engine optimization, social media strategy, or data analytics.

Pro tip: Break your courses into modules or chapters that build on each other. Each module should have its own mini-goals that feed into the overall learning outcomes.

3. Choose the right monetization model

Choosing the right monetization model is key to generating revenue from your online learning resources. Here are some monetization models to consider:

• One-off course sales:
  Charge a one-time fee for each course or digital product. This model works well if you have standalone, high-value courses that deliver specific expertise.
• Subscription model:
  If you regularly create/update your courses (and other learning products) and want to build predictable, recurring revenue, offer continuous access to your learning resources for a monthly or yearly fee.
• Membership model:
  Building a membership program where you grant your target audience access to exclusive perks like community forums, live Q&A sessions, and personalized support. This model works well when your goal is to promote long-term loyalty and engagement.
• Freemium model:
  Provide free, high-quality content as a gateway to premium/paid offerings. This model can help build trust and showcase your expertise, enticing users to upgrade for advanced courses or exclusive resources.
• Bundling and package deals:
  Combine multiple learning resources into a single, value-packed offer and sell at a discounted price. This strategy works well if you have complementary products that together deliver a holistic education on a subject.

4. Develop a marketing and sales strategy

Now, it’s time to craft a plan that gets your content in front of the right people and converts interest into revenue. Start by understanding your audience and identifying where they spend their time online. Then, follow these steps:

• Define your value proposition:
  Clearly articulate what makes your online learning offerings unique. Whether it’s your in-depth expertise, interactive modules, or exclusive community benefits, your messaging should show potential learners why your courses are worth their time and investment.
• Segment your audience:
  Segment your audience based on factors like skill level and interests. This way, you can tailor your campaigns to speak directly to each segment’s needs.
• Leverage multiple channels:
  Use a mix of digital channels to reach your audience, e.g., social media, email marketing, search engine optimization, and content marketing.
• Showcase success stories:
  Use testimonials, case studies, or demo sessions to build credibility and trust. Seeing real-world examples of how your courses have helped others can motivate potential customers to take the next step.
• Offer free previews or trials:
  Consider giving a sneak peek of your content through free webinars, sample lessons, or limited-time trials. This approach helps potential customers experience your value firsthand before committing financially.
• Optimize your sales funnel:
  Map out the customer journey—from initial awareness to final purchase—and identify touchpoints where you can reinforce your message. Use clear calls-to-action, easy sign-up processes, and prompt follow-up emails to guide prospects smoothly along the funnel.

5. Build a community and foster engagement

When you create a space for your audience to connect, share experiences, and support one another, you’re not just enhancing their learning experience—you’re building loyalty and trust. An active community gives you direct access to valuable feedback, helping you refine your offerings and identify new revenue opportunities.

Also, members who feel connected to your brand are more likely to stick around, invest in additional products, and even promote your courses to their networks. This organic advocacy, combined with opportunities to introduce community-exclusive perks transforms engagement into a consistent revenue booster.

6. Analyze performance and iterate based on data

As people start purchasing your learning products, collect data from various touchpoints—be it course engagement rates, conversion metrics, or customer feedback—and then assess what those numbers are telling you about your content and approach.

When you spot patterns, such as a module with high drop-off rates or a course that generates a lot of support queries, that’s a clear signal to revisit and tweak those elements. This process turns your strategy into a dynamic system where every insight drives a decision, which leads to improved content, better learner outcomes, and, ultimately, increased revenue.

Put the right tool at the center of your revenue strategy

The chances of these revenue strategies yielding success depend largely on the tool(s) you use. When you integrate the right tools and systems, you streamline content creation, payment processing, and customer engagement, all of which are critical to generating revenue from online education.

That’s where Thinkific Plus comes into play.

Thinkific Plus equips you with the features you need to build profitable online learning initiatives, including:

• An intuitive drag-and-drop course builder
• A branded mobile app so you can enable your learners to engage any time, anywhere.
• White-labelling, you can present a fully branded learning environment that aligns perfectly with your brand identity
• TCommerce, an all-in-one selling and payment solution that simplifies payment processing, increases average order size, and manages taxes effortlessly, with 0% transaction fees

If you’d like a resource to help you guide your strategy implementation, download our guide below.

FAQs

1. What monetization models should I consider for my online education initiatives?

Some monetization models to consider include one-off course sales, subscriptions, memberships, freemium offers, and bundled deals. Each model caters to various audience needs, ensuring both immediate revenue and long-term recurring income.

2. What role do online communities and memberships play in driving revenue?

Online communities and memberships create a dedicated space where your customers engage, share insights, and connect with your brand on a deeper level. This heightened engagement not only builds loyalty but also leads to recurring revenue through exclusive content, upselling opportunities, and increased customer lifetime value.

3. How can Thinkific Plus help power my online education revenue strategy?

Thinkific Plus is a learning management system (LMS) designed to help large businesses and enterprises build and manage robust online learning initiatives. It offers features like a powerful course builder, AI-driven tools, a white-labeled app, and TCommerce for seamless sales and payment processing, all designed to boost your revenue.