MasterClass “high touch” sales sequence

MasterClass doesn’t just drop a pricing page in your face. Instead, it walks you through a 6-step “pre-purchase journey” that feels more like a personalized experience than a sales pitch.

The Smart Funnel at Work

The flow starts with a quick quiz asking what you want to learn. Then it adds context: how many classes you’ll get, how long lessons take, and which ones fit your goals. Only after that does it show pricing.

Why It Works

• Commitment bias: Each click increases your mental investment.
• Personalization: Tailors the sale to your goals.
• Information sequencing: Builds value before cost.
• Smooth UX: Every step feels effortless and relevant.

Examples

• Duolingo uses progress bars to nudge daily learning.
• Calm app gets you to pick goals before revealing prices.
• Peloton quizzes users for personalized class suggestions before checkout.