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Selling courses on-line: 10 Critical questions to ask before choosing an LMS

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Choosing the right Learning Management System (LMS) is one of the most important decisions an online training business can make.

Get it wrong, and you may spend months wrestling with integrations, frustrating learners, and discovering limitations only after you’ve committed. Get it right, and you create a learning environment that supports growth, credibility, and long-term success.

Whether you’re a solo course creator or a training organisation serving thousands of learners, asking the right questions early is what separates confident LMS decisions from costly mistakes. The questions below are based on real-world LMS evaluations across commercial, open-source, and bespoke platforms — and they are the ones that matter most.

1. Who is your target audience?

This is the most important question of all. Understanding who your learners are — and how they will access your training — shapes every other decision.

Are you serving:

  • Individual learners purchasing courses directly?
  • Organisations buying training in bulk?
  • A mix of B2C and B2B clients?

If B2B sales are part of your model, your LMS must support group enrolments, cohort management, and organisational dashboards.

Platforms like LearnWorlds make this relatively straightforward through white-labelled sub-schools. WordPress-based solutions like LearnDash can support group enrolments too, but typically rely on additional plugins.

2. How will you sell your courses?

Most commercial LMS platforms integrate with payment providers such as Stripe or PayPal. However, there’s an important distinction between integration and ownership of the sales process.

Some hosted platforms — such as Kajabi and LearnWorlds — include built-in ecommerce, subscriptions, and sales funnel functionality. Others work best when connected to an external website, CRM, or ecommerce system.

The key question is whether:

  • the LMS will manage payments and subscriptions directly, or
  • you will use a separate sales or CRM platform and pass enrolment data into the LMS.

Many training businesses choose the latter for flexibility, but this requires careful consideration of integrations and data flow.

3. What roles will you need to manage?

An LMS rarely serves learners alone. You may also need roles for:

  • tutors or facilitators
  • assessors
  • administrators
  • organisational managers (for B2B clients)

Enterprise-ready platforms such as Moodle and LearnWorlds provide strong role-based access control out of the box. Platforms like LearnDash can support advanced role structures, but usually through additional plugins.

Thinking through these roles early avoids painful restructuring later.

4. Are you selling individual courses, learning plans, or subscriptions?

For many training businesses, revenue doesn’t come solely from one-off course sales. You may want to:

  • bundle multiple courses
  • offer subscription or membership access
  • create structured learning pathways
  • provide tiered access (e.g. Basic vs Premium)

Platforms such as LearnWorlds and Kajabi include strong native support for subscriptions and course bundles. LearnDash can support similar models through tools like WooCommerce or MemberPress, while Moodle can be configured to do so — though typically with more setup effort.

5. How should courses be structured?

While terminology varies, all LMS platforms organise learning content hierarchically.

A clear, logical structure helps learners:

  • navigate content intuitively
  • understand progress
  • stay engaged
  • meet assessment and reporting requirements

Over-complicated structures may look powerful but often create confusion. Simplicity and consistency are usually more effective — both for learners and administrators.

6. What content formats do you plan to use?

Most LMS platforms support:

  • video
  • PDFs and documents
  • quizzes

However, things become more complex if you are using professional authoring tools such as Articulate Storyline, Rise, or Adobe Captivate.

At this point, you need to understand whether the LMS offers true SCORM or xAPI support, or whether it simply embeds content as a web object.

This distinction is critical.

  • True SCORM/xAPI support allows the LMS to track learner interactions — completions, scores, time spent, and activity data — and report on them accurately.
  • Embedded web objects may display content but capture little more than whether a learner opened the file.

For compliance-driven or analytics-heavy training, this difference can determine whether your LMS is fit for purpose.

Moodle offers strong SCORM support out of the box. LearnWorlds and Kajabi support SCORM uploads, but reporting depth can vary. LearnDash supports SCORM and xAPI when paired with plugins such as Tin Canny.

7. How well can the LMS reflect your brand?

Your learners should feel they are inside your learning environment — not a generic platform.

Key branding considerations include:

  • full white-labelling (no vendor branding)
  • custom domains and theming
  • branded certificates aligned with your organisation or awarding body

Hosted SaaS platforms like LearnWorlds and Kajabi offer white-labelling, though full removal of platform branding may require higher-tier plans.

If you’re already running a WordPress site, a plugin-based LMS can offer immediate brand continuity, as learning takes place within your existing website. Solutions such as LearnDash and Tutor LMS are popular choices in this space, allowing course creators and training businesses to maintain full control over branding and user experience.

This approach can be particularly attractive for smaller teams or solo creators who want flexibility and ownership — though it’s important to weigh these benefits against considerations such as scalability, hosting, and ongoing maintenance.

8. Do you want a hosted or self-hosted solution?

Hosted SaaS platforms minimise technical overhead and are often the safest option if you don’t have in-house technical expertise.

Self-hosted solutions offer greater control and flexibility — but also come with responsibility for:

  • hosting
  • updates
  • security
  • performance

Some platforms, including Moodle and LearnDash, offer both hosted and self-hosted options via services such as MoodleCloud or LearnDash Cloud.

9. What reporting do you actually need?

Basic completion tracking may be sufficient for some use cases. Others require:

  • detailed learner progress
  • assessor grading workflows
  • organisational reporting
  • evidence for compliance or accreditation

LearnWorlds and Moodle provide strong reporting out of the box. LearnDash can deliver similar insights, but typically through additional reporting tools such as ProPanel or Tin Canny.

Remember: reporting quality is only as good as the data captured — which links directly back to content format and SCORM/xAPI support.

10. How will assessment and certification work?

For vocational, professional, or compliance-based training, quizzes alone are rarely enough.

You may need support for:

  • assignments and evidence submission
  • assessor review and feedback
  • verifiable, branded certificates
  • certificate expiry and re-certification

Open-source Moodle has a strong academic heritage in this area. Commercial platforms such as LearnWorlds and LearnDash also support evidence-based assessment workflows, though configurations and plugins may be required.

Final Thoughts

The “best” LMS isn’t the one with the longest feature list — it’s the one that fits:

Three areas consistently cause problems when they’re not considered early:

  • Branding — can the platform fully reflect your organisation?
  • Scalability — will it grow with you as learner numbers increase?
  • Reporting — does it capture meaningful data, or just surface-level completions?

If scalability and white-labelling are priorities, LearnWorlds is often a strong choice.
If you want flexibility and control within WordPress, LearnDash Cloud can work well at smaller scale.
If your model is heavily sales- and marketing-driven, an all-in-one platform like Kajabi may be a better fit.

The key is to ask the right questions before you invest — and not to take vendor claims at face value.

Still unsure which option is best for your requirements?  Need help choosing the right LMS? If you are comparing patforms and want independent advice, you may find our LMS Consultancy Services helpful:

We’re happy to help you evaluate your setup and find the LMS for your specific needs and budget – asking our advice is free! Only getting us to do it for you is chargeable.

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