Ecommerce OS · Info Products10 min readUpdated November 2, 2026

Info Product Business Benchmarks: Conversion Rate, AOV, CAC and Churn

Course prices, order values, order bump rates and membership churn for info product businesses, each with source and date, and how to measure yours.

Nick Bonnassies, CMO at Tagada · checked against 10 sources

Article summary

TL;DR

Reliable public data exists for course prices, order bump take rates and membership churn, but not for sales page conversion or CAC. Ruzuku puts the median one-time course price at $150 and Recurly the median annual education churn at 4.99% (2026 data). For conversion and CAC, measure your own funnel: the numbers that circulate have no method behind them.

Median one-time course price on Ruzuku: $150, with the middle half between $49 and $357 (11,691 courses, August 2026).
Courses with "coaching", "mentoring" or "mastermind" in the title have a $1,900 median price on Ruzuku.
Stan reports an average of $67 per sale in 2025, and $96 for courses (80,000+ creators).
SamCart reports order bump take rates of 30 to 40% across "$7B+ in processed transactions" (its own data, 2026).
Recurly reports a 4.99% median annual churn rate for education subscriptions, of which 1.69% involuntary (July 2026 data).

Want to go further? Ask

On this page

These numbers feed the decisions in our playbook on the best ecommerce platform for info product businesses. Use them to spot your weakest metric, then open the guide that fixes it.

The benchmarks at a glance

$150

Median one-time course price, Ruzuku, August 2026

$1,900

Median price of coaching or mastermind courses, Ruzuku

$96

Average sale for courses, Stan, 2025 data

4.99%

Median annual churn, education subscriptions, Recurly, July 2026 data

Every row shows who published the number, on what sample, and how much you can trust it.

Metric	Value	Published by	Date	Reliability
One-time course price	$150 median; $49 to $357 middle half	Ruzuku1	Aug 2026	High: 11,691 courses, method published, one platform
Coaching or mastermind course price	$1,900 median; $399 to $4,999 middle half	Ruzuku1	Aug 2026	Medium: 407 courses, one school is 31% of them
Average sale, all creator products	$67	Stan2	2025 data	Medium: 80,000+ creators, definition not stated
Average sale, courses	$96	Stan2	2025 data	Medium
Order bump take rate	30 to 40%	SamCart3	2026	Low to medium: vendor data, no method
AOV lift from an order bump	About 8%; about $139 average order with a bump	Teachable4	Jun 2021	Medium: nearly 600 schools, old
Membership churn, education	4.99% annual median (3.30% voluntary, 1.69% involuntary)	Recurly5	Jul 2026 data	Medium: sample size not stated
Sales page conversion rate	NoReliable public benchmark	-	-	Circulating figures have no method
CAC for courses or coaching	NoReliable public benchmark	-	-	Circulating figures have no method

Fig. 1How much to trust each number

One-time course price, $150 medianRuzuku, 11,691 courses, method published, one platformHigh
Coaching or mastermind price, $1,900 medianRuzuku, 407 courses, one school is 31% of themMedium
Average sale, $67 all products, $96 coursesStan, 80,000+ creators, definition not statedMedium
Membership churn, education, 4.99% annual medianRecurly, sample size not statedMedium
Order bump take rate, 30 to 40%SamCart, vendor data, no methodLow to medium
Sales page conversion rate, CACNo reliable public benchmarkCirculating figures have no method

Green: high. Amber: medium. Red: low to medium or no benchmark at all.

Reliability column of the table above.

Which benchmark fits your business

"Info product" covers very different price points. Compare yourself with the closest model, not with a blended number.

Your model	Metrics that matter most	Closest public reference
Ebook, template, mini-course	Checkout completion, bump take rate	Stan average sale: $67 all products, $51 digital downloads2
Self-paced course	Price, bump and upsell take rates, refunds	Ruzuku median price $1501; Stan courses $962
Coaching or high-ticket program	Call booked to sale, payment plan completion	Ruzuku coaching median $1,9001
Membership or community	Monthly churn, involuntary churn	Recurly education churn 4.99% a year (annual median)5; Stan memberships $61 per sale2

Example

A creator sells a $47 ebook and a $297 course. Comparing the blended $120 average order with Stan's $96 says nothing. Split it: the ebook against $51, the course against Ruzuku's $150 median and its $49 to $357 range.

Why most course conversion benchmarks are unreliable

Search "online course conversion rate" and you get "1 to 5%", "3.2%" or "4.2%". We could not trace any of them to a dataset with a stated method. Read any benchmark with four questions.

Who measured it, and on what?
A platform figure covers its own users. A blog figure often copies another blog.
Which page?
A landing page that collects emails converts far higher than a sales page that takes $500.
Which traffic?
Visitors from your email list and visitors from a cold ad are two different populations.
Which price?
A $27 product and a $2,000 program should never share a benchmark.

Conversion rate: how to measure yours

Your own conversion, measured the same way every month, is the only one you can act on.

Pick the denominator. Unique visitors to the sales page, webinar attendees or email subscribers, and keep it.
Split by source. Email, organic, paid social, affiliates.
Split by price point. One rate per offer.
Track each step. Page to checkout, checkout started to paid, paid to first login.
Compare month to month. Not with a number from a blog.

Same method every month, one rate per offer and per source.

For context only: about 70% of online carts are abandoned across ecommerce, according to Baymard's average of 50 studies (September 2025)7. Step-by-step diagnosis is in why your info product business gets traffic but no sales.

Average order value and price

Price sets most of your order value. Bumps and upsells add the rest.

Product type (Stan, 2025)	Average per sale
Courses	$96
Webinars	$68
Memberships	$61
Digital downloads	$51
Communities	$33

Stan, State of the Creator Economy, 2025 data2. Stan's creators sell mostly lower-priced products through social media.

Fig. 2Average sale by product type, in US dollars

Courses96
Webinars68
Memberships61
Digital downloads51
Communities33

Source: Stan, State of the Creator Economy, 2025 data

Courses sell for the most per sale, communities for the least.

Stan, State of the Creator Economy, 2025 data from 80,000+ creators, updated July 21, 2026.

Ruzuku's data, which excludes installment plans, sets the median course price at $150, with Business and Professional courses at $279 and Health and Wellness at $147 (August 2026)1. That is a list price, not an AOV: your AOV adds what buyers take at checkout and after it.

The levers are in how to increase AOV for an info product business and payment plans.

Order bump and upsell take rates

Two public numbers exist for order bumps, both from vendors.

SamCart: "Across $7B+ in processed transactions, SamCart data shows that order bumps convert at 30-40% on average"3. No method or period is given.
Teachable: schools with an order bump saw about 8% more AOV, with an average order of about $139 (nearly 600 schools, June 2021)4.

We found no published post-purchase upsell take rate specific to courses or coaching. Track yours per offer. Setup: order bumps and one-click upsells.

Churn for memberships and communities

Recurly reports a 4.99% median annual churn rate for education subscriptions, against 3.60% across all industries (July 2026 data)5. Recurly describes these as annual medians; its page also notes that churn is "typically calculated monthly or annually depending on your billing model".

Recurly median churn (July 2026 data)	Total	Voluntary	Involuntary
Education	4.99%	3.30%	1.69%
Ecommerce	4.25%	2.87%	1.38%
All industries	3.60%	2.34%	1.25%

Recurly network data5. Sample size not published.

Fig. 3Median churn, voluntary and involuntary

VoluntaryInvoluntary

3.3%1.69%Education
2.87%1.38%Ecommerce
2.34%1.25%All industries

Education loses the most, mostly by choice.

Recurly, churn rate benchmarks, July 2026 data. Sample size not published.

Recurly notes that education's voluntary churn is the highest of any vertical it tracks5. The involuntary part is a payment problem: failed payments caused 25% of lost subscriptions in Stripe's data (January 2024)6. See failed payment recovery and subscriptions and churn.

Completion, and why it matters for chargebacks

Completion is the metric course creators care about most and the one with the weakest public data. The best-known study, on edX courses from Harvard and MIT, concluded that "low completion rates" had "not improved over 6 years" (2012 to 2018), on free courses8. We found no consistent, method-backed completion rate for paid courses.

It still matters for your payments. In a fraud dispute on digital goods, Visa accepts proof that the buyer used your site on or after the purchase date, with IP address or device ID9. Log logins and lessons opened, and you have your evidence. See chargebacks for info product businesses.

CAC and payback: calculate it, do not copy it

Published CACs for coaching ("$400 to $3,000" and similar) come from blogs and financial models, not datasets. Calculate yours.

Metric	Formula	How often
CAC	Ad and sales spend ÷ new buyers	Monthly, per offer
First-order value	Price + bump + upsell revenue ÷ new buyers	Monthly
LTV (membership)	Average monthly revenue per member ÷ monthly churn	Quarterly, by cohort
Payback period	CAC ÷ gross margin per month per customer	Quarterly
Payment plan collection rate	Installments collected ÷ installments due	Monthly

Example (illustrative): you spend $6,000 on ads in a month and get 40 buyers of a $297 course. Your CAC is $150. If 30% also take a $47 bump, first-order value is about $311, before refunds and processing fees.

The full method is in LTV and CAC for an info product business.

What to fix first

Start with the metric furthest from your own history, or from the closest reference.

Symptom	Likely cause	Guide
Many checkouts started, few paid	Long checkout, declines on large amounts	Checkout optimization
Low order value	NoBump, no upsell, no higher tier	Increase AOV
High-ticket sales stall	NoPayment plan	Payment plans
Annual membership churn above Recurly's 4.99% median	Failed payments, no pause option	Subscriptions and churn
CAC rising	Weak offer or missing purchase data	Meta and TikTok ads

How Tagada helps

The levers behind conversion, AOV and churn, in one course checkout

Tagada puts the levers behind these metrics in one checkout. "If you sell something real, we will get you paid." TagadaPay lists info products, coaching and online courses among its industries, with "enhanced review for regulated verticals." "Most merchants are live under 24 hours."10

Order value: order bumps before payment and one-click upsells after it, with A/B tests.
Churn: subscriptions and memberships with automatic retries on failed rebills; members can pause or change card in the customer portal.
CAC accuracy: server-side events to Meta, Google and TikTok.
Fewer lost sales: "Route to the processor most likely to approve it, retry on decline." TagadaPay reports a "+18% approval uplift"10.
Pricing: "From 2.9% + $0.29", "No setup fees, no monthly minimums"; "High-risk verticals and edge cases are priced case by case."10

Plans are on the pricing page.

Tagada follows Visa and Mastercard rules and the laws that apply to payments.

Apply today · Go live in under 24 hours

Start free

The levers behind conversion, AOV and churn, in one course checkout

Updated on November 2, 2026

Nick Bonnassies

CMO at Tagada

CMO at Tagada. Before Tagada, Nick built direct-to-consumer brands that generated over $115M in sales, raised over $25M in crowdfunding and sold two of them. He also works as a fractional CMO on marketing operations and AI systems.

Frequently asked questions

What is a good conversion rate for an online course sales page?

There is no reliable public benchmark. The "1 to 5%" or "3.2%" figures that circulate have no stated sample or method. Conversion depends on the traffic (your list or cold ads) and the price. Measure page-to-checkout and checkout-to-paid rates per offer and per source, and compare month to month.

What is the average price of an online course?

On Ruzuku, the median one-time course price is $150, with the middle half between $49 and $357 (11,691 courses, August 2026). Courses with coaching, mentoring or mastermind in the title have a $1,900 median. Stan reports an average of $96 per course sale in 2025.

What is a good churn rate for a membership site?

Recurly reports a 4.99% median annual churn rate for education subscriptions, of which 3.30% voluntary and 1.69% involuntary (July 2026 data). Split your churn the same way: involuntary churn from failed cards is usually the easiest to recover.

What is a good order bump take rate?

SamCart reports 30 to 40% on average across its platform, from its own unaudited data. Teachable found about 8% higher AOV in schools using a bump (2021). Treat both as vendor figures and track your own take rate per bump.

How much does it cost to acquire a coaching client?

No dataset with a stated method publishes a CAC for coaching. It depends on the channel, the price and whether a sales call is involved. Divide your monthly ad and sales spend by new clients, per offer, and compare it with first-order value and payment plan collections.

Sources

Checked November 2, 2026

Tagada

Find your weakest course metric, then fix it at checkout

Funnels, one-click upsells, subscription billing and payment routing, on one customer record.

Start free See pricing

01Create your free account
02Connect your store or build a checkout
03Launch funnels, upsells and subscriptions