10 Mistakes That Cause Course Refunds

Creating an online course is an exciting journey, but it's easy to hit a few bumps along the way.

Bumps, you say?

Yes: frustrated students, poor engagement, and ultimately, lost revenue...

Whether you're just starting out or improving an existing course, this guide will help you dodge common pitfalls.

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1 | Lack of Clear Objectives

Creating an online course without clear objectives is like setting out on a road trip using this AI graphic as a map... Confusing, hard to learn, and directionless.

Before you start creating content, take the time to define clear, specific learning objectives for your course. Ask yourself:

• What specific outcome do I want my students to know or be able to do by the end of this course? Publish a Google Ad? Hold an effective meeting? Improve their live presentation skills?
• How will I measure their progress? Ratings/metrics? Before- and-after questionnaire? Periodic surveys? Group discussion?

Write down these objectives and use them as a guide to structure your course. Each lesson and module should align with these goals, ensuring a coherent and purposeful learning experience.

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2 | Poor Course Structure

A well-structured course is like a well-organized library. Everything is easy to find, and it all makes sense. Without structure, your course can become a jumbled mess that confuses and frustrates students.

Tips to plan and organize your content

• Start with an outline. Break down the content into modules, lessons, & actions.
• Module Intros: Clearly define each module & purpose.
• Lesson Titles: Break modules into lessons and define them.
• Sequencing: Gradually increase complexity.
• Takeaways: Summary snippets that are ACTION-oriented.
• ALWAYS review your structure from a student’s perspective to ensure it feels coherent.

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3 | Content Overload

You’re an expert, and you want to share all your in-depth, advanced knowledge with your students... all at once!

Please don’t do this.

Start with the basics and build with simple, bite-sized steps.

When students are bombarded with information, they struggle with paralysis and may feel discouraged or overwhelmed. Use these tips to segment & simplify your content.

• Keep the simple outcome or quick wins in mind: what low-level basics are your students missing right now?
• Take time to identify and focus on the most critical information. Does the content push them toward the objective?
• Use actions to reinforce the course. If your students aren’t taking action, then their learning is wasted.
• If you’re stuck, use ChatGPT to break down complex topics or long videos into manageable chunks.

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4 | Ignoring Client Engagement

Remember those old projectors? When the teacher turned off the lights, and students promptly fell asleep? Sure, they delivered the lesson, but lost half the class.  

Avoid the same result: Make your course interactive.

Try these interactive elements in your course.

• Encourage discussions and peer interactions through online forums or groups.
• Run a regularly scheduled live Q&A session.
• Use less text & more videos, animations, and other multimedia to make the content more dynamic.
• Include practical assignments and thought-provoking reflection, requiring students to apply their knowledge  in the real world instead of just passively consuming.
• Stress the importance of video participation (camera on!) when applicable.

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5 | Poor Quality Videos

Low-quality videos give the perception of lower value, importance, and relevance. Poor sound quality, in particular, may suggest your content is old and out of date.  

You don’t need a lot to produce a high-quality product.

• Use your phone for video; most have high-res features. Amazon has $20 tripods to create a better camera angle.
• Make sure the light is in front of you. Use a window if possible..
• Keep the camera and script or notes at eye level.
• Wear solid colors. Avoid busy patterns or prominent logos.
• Film in front of a simple, clean background (green screens and fake backgrounds lower your credibility).
• Buy a microphone for $30. Amazon has a ton.
• For content: Use simple, well-designed slides to reinforce your points. Canva is a nice fit because its image editor can fix the resolution of blurry images.

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6 | Not Testing the Course

Would you sail a ship without checking for leaks? Or take a road trip without gas? Coaching is challenging enough, so ensure the technical bits work before you launch.

Without testing, you WILL face technical glitches, errors, and content gaps. Before launching your course, run through the entire program yourself, click every link, and take notes.

Then, run a beta test with a small group of students.

• Choose clients who can provide honest feedback.  Optional: run a beta promotion to attract new sign-ups.
• Make it easy to give feedback. Give them a direct line to you (phone or email) for quick feedback adjustments.
• Schedule regular intervals where you ask for feedback.
• Collect feedback on content, structure, & usability.
• You can also use this as an opportunity to get testimonials!

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7 | Lack of Marketing Strategy

You can’t make money or, more importantly, an impact, if people don’t know about your course.  Even if you aren’t a marketer, you can do basic things to improve your reach and build a marketing foundation.

There’s no way around it... You need to sell and market your course. These tips will help you jump-start that effort.

• Be very specific with your target audience.  The more specific, the easier it is to find clients. Ex: new moms with ADHD.
• Create content or hire someone on Upwork to create content for you. Effective content categories are: pricing and costs, problems, versus and comparisons, reviews, and best-in-class.
• Identify businesses with synergistic offerings and build a partnership referral program.
• Engage with your clients. Go where they go, listen to them, ask them questions, post on social once a day, and learn everything you can. Then, use that information to inform your paid ads.
• Maintain a 3:1 LTV to CAC ratio.  If it’s over 3, spend more on marketing. Look it up ;)  And if you need help, we have trusted partners who will do marketing for or with you.

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8 | Ignoring Feedback

Surprisingly, not all coaches are good listeners when it comes to feedback. We mustn’t forget that we are students, too.    

Feedback is a gift, and ignoring it can lead to missed opportunities for growth, improvement, and mastery.

• Make your feedback loop simple and easy. Make sure students have a direct channel to submit feedback and that it happens often throughout your course. Not just at the end.
• Dig for WHY. Ask clarifying questions after you receive feedback, so you know the problem they are trying to solve.
• Automate forms and surveys to gauge your content’s effectiveness at the end of each module.
• Solicit video testimonials and referrals while you have people's attention. If your students aren’t willing, ask them what was missing that would’ve given a testimonial-worthy experience.
• Ask “If you had a magic wand, what would you change?”
• Take action on that feedback!

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9 | Unrealistic Expectations

Everyone hates this, but unlike those Instagram AI posts say, you can’t expect to build, sell, & market a course in five days. This is a marathon, and it takes time and effort.

Unrealistic expectations about the time and effort required to create and market an online course can set you up for failure. It will lead to rushed content, poor quality, and unmet goals.

• Set a timeline for building your course. 30-60 days is realistic if the course is your primary focus (and guaranteed if you hire us).
• Don’t wait to finish your course to start marketing. You should post and generate interest daily AS you build your course. Otherwise, add another 60 days to your timeline.
• Beta testing: 10 - 15 testers giving you feedback should generally be enough to make the final version.
• Given the above, ensure you’re ready to pour your time and resources into your new business.

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10 | Not Updating Content

Don’t you hate watching software tutorials that teach an old version? You can’t find the buttons, settings, or functions in your own version; the tutorial is useless.

Failing to update FUNCTIONAL course content can lead to students receiving outdated information, harming their learning experience and your credibility as an instructor.

• Schedule Updates: Set regular intervals (e.g., every 6 months) to review and refresh your content with new research and accuracy.
• Stay Current: If you rely on software tutorials, make sure you follow their feature releases so you’re in the know.
• Upsell: Increase the value of your course with add-on modules. It’s a great way to re-engage old clients with new courses you may have built.  

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As a coach and coachee myself since 2009, and an industry expert in coaching software, I know that we’re all always learning. I hope this guide helps opens up a view into what’s possible with your course.

Let us know if you need our help making an impact in the world.

Morgan
BuildTheCourse.com