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For design educators: what brings buyers to the course, and how they read the sales page.

A design course is sold to designers who judge the sales page as a piece of design: they scroll it, compare tiers with files and reviews, and often come back several times. Tally ties each purchase to the visits behind it, so you can see which posts and videos bring buyers and how they use the page.

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01How they sell

  • One-offA course in tiers, from lessons alone to a package with Figma files, templates and a portfolio review.
  • SubscriptionA membership with new lessons and resources each month, or monthly critiques in a small group.

02Payments it reads

  • Lemon SqueezyCourse tiers and resource packs sold through Lemon Squeezy, with the files delivered on purchase and refunds read.
  • StripeCourses on the designer's own site through Stripe Checkout, and company-paid seats as invoices.
  • PaddleLarger design schools selling to many countries use Paddle as merchant of record; transactions and adjustments are read.

What Tally can't read

  • Resources sold on Gumroad or on a marketplace for design assets aren't read.
  • Courses sold on Kajabi or Teachable's own checkout aren't read.
  • Reimbursement from a student's employer happens outside your checkout, so it isn't read.

03Where buyers come from

  • X and ThreadsBefore-and-after posts send designers who look at the sales page and often return later.
  • YouTubeLong walkthroughs build trust over months, and the description link shows its revenue once it's tagged.
  • Dribbble and BehanceA shot or case study with a link in the profile brings designers who already like the work.
  • NewsletterThe educator's list closes many launch sales; tag each send.

04What Tally answers

  1. Where do visitors click on the sales page?

    Heatmaps show clicks and how far visitors scroll, so you can see whether they open the curriculum, play the preview or jump straight to the tiers.

    Heatmaps

  2. How many visits does it take to buy?

    Path to purchase gives visits and the median time before buying, the share who buy on their first visit, and the pages buyers saw on the way.

    Path to purchase

  3. Why do visitors leave at the pricing table?

    Turn session replay on and you can watch recorded visits to the sales page, with inputs masked, to see where people hesitate before leaving.

    Session replay

  4. Do buyers of the base tier upgrade later?

    Lifetime value counts each customer's purchases under their first source, with repeat rate, so later upgrades and resource packs add to the channel that brought them.

    Lifetime value

05Numbers worth watching

Visits before buying
Visits before buying; designers often come back to look again, and a source whose visitors decide sooner is worth knowing.
Scroll depth
How far buyers scroll on the sales page compared with everyone else, which shows where the case is made.
Revenue per visitor
Revenue per visitor by source, so a small Dribbble audience can be compared fairly with a large one from X.

06An example

Example

Path to purchase

Last 30 days · 105 of 124 new sales, the ones linked to a visitor

Median time to buy

3days

from their first visit

Median visits

3visits

the one they paid in included

Bought on the first visit

12%

13 of 105

Pages before buying

11

median pages viewed

Where buyers came from, and who closed the sale

105 new sales: where each buyer first came from, and the source credited with the sale.

50% of new sales were credited to the source that first brought the buyer in. Hover or focus a flow for its numbers.

  1. Googlecredited toGoogle26
  2. x.comcredited tox.com10
  3. Other (3 sources)credited toOther (3 sources)10
  4. Directcredited toOther (3 sources)9
  5. ChatGPTcredited toChatGPT9
  6. Other (3 sources)credited toNewsletter9
  7. Redditcredited toReddit8
  8. Googlecredited toNewsletter6

6 smaller flows in the table below.

Show the flows as a table
105 new sales: where each buyer first came from, and the source credited with the sale.
Brought them inCredited with the saleNew salesShare
GoogleGoogle2625%
x.comx.com1010%
Other (3 sources)Other (3 sources)1010%
DirectOther (3 sources)99%
ChatGPTChatGPT99%
Other (3 sources)Newsletter99%
RedditReddit88%
GoogleNewsletter66%
DirectGoogle55%
x.comGoogle55%
RedditGoogle33%
DirectReddit22%
ChatGPTGoogle22%
Other (3 sources)ChatGPT1<1%

Time from first visit to purchase

  1. 13Same visit: 13 sales (12%), bought in their first visit
  2. 13Same day: 13 sales (12%), a later visit, under 24 hours after the first
  3. 301–3 days: 30 sales (29%), 1 to 3 days after the first visit
  4. 194–7 days: 19 sales (18%), 4 to 7 days after the first visit
  5. 151–2 weeks: 15 sales (14%), 8 to 14 days after the first visit
  6. 102–4 weeks: 10 sales (10%), 15 to 28 days after the first visit
  7. 51–3 months: 5 sales (5%), 29 to 90 days after the first visit
  8. 03+ months: 0 sales (0%), 91 days or more after the first visit

Pages buyers saw before paying

Share of the 105 buyers who viewed each page before paying

  1. /pricing96%, 101 of 105 buyers
  2. /71%, 75 of 105 buyers
  3. /signup63%, 67 of 105 buyers
  4. /docs38%, 40 of 105 buyers
  5. /blog/stripe-fees26%, 28 of 105 buyers
  6. /compare21%, 23 of 105 buyers
  7. /changelog8%, 9 of 105 buyers
  8. /blog/launch-week5%, 6 of 105 buyers

Only new sales count here. Renewals and upgrades belong to the visit that won the subscription, so counting them would count that journey again.

Fig. 1Path to purchase on the example site. For a design course, look at the pages buyers saw before buying and how many times they returned.

07Setting up

  1. FramerOn a Framer site, add the tag in the site's custom code head so the sales page and lesson previews carry it.
  2. Lemon SqueezyAdd the visitor's id to each Lemon Squeezy checkout link's custom data from the sales page, so every tier links.
  3. Heatmaps and replay are optional; turn on replay only if you want to watch sessions, and inputs stay masked.

08Questions

  • Can I see which tier was bought?

    Each sale shows its amount and payment; tiers at different prices are easy to tell apart, and each tier's checkout button can also be its own goal.

  • Will replay show what people type into the checkout?

    No. Replay is off until you turn it on, inputs are masked, and the provider's checkout runs on its own pages anyway.

  • My students sometimes expense the course. Is that a problem?

    Not if they pay through your checkout: the payment is read and linked. The reimbursement happens between them and their employer.

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