The pandemic is opening up new opportunities for online education
Against a backdrop of increasing user acquisition costs and an expanded consumer market for online education, only companies that focus on targeted customer acquisition,
match users to the right courses, and improve the user experience and quality of learning will be able to stand out among the competition.
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Online education needs and challenges
Acquisition channel ROI is difficult to assess
With a range of acquisition channels to choose from, online education providers need to have the ability to track the effectiveness of both online and offline investments. With this data, providers can select the right channel to acquire the right customers and optimize the user traffic mix to guide the design of the next campaign.
New users have no easy access the core value of the offer, and activation rates are low
Signing up and activating new users is the gateway to all subsequent services and goals (sales, conversion, and repeat purchase). Therefore, it is essential to monitor page browsing, sign-up, and other key steps in the new user process, create a growth system that revolves around the user, and integrate user data with your CRM system to better capture user details and increase activation rates.
Difficulty pinpointing the growth point for paid courses
Who are your paying users? What kind of people are they? How’s your course purchase and details page click rate? Is your course purchase page process simple and friction-free? How’s your GMV data? Questions like these require a data analysis model to allow you to better understand your customer behavior. This is key for increasing paid course conversion and growing revenue.
High drop-out rates and difficulty retaining users
With user traffic becoming more and more expensive, user retention and repeat purchases have taken on a new importance. A user growth system, user funnel model and targeted user operations are essential for increasing product stickiness and user loyalty, improving retention and repeat purchases rates, and ultimately creating company growth.
Flow chart of online education user behavior
Browse the course campaign landing page
Sign up/leave details
Browse the course details page
Monitor the effectiveness of course learning
Course user count, proportion of users who complete the course
Average study duration, course re-do rate
Homework submission rate, test scores
Registration/capital conversion effect monitoring
New user count, count of users who signed up/left details, sign-up/details conversion rate
Evaluating the effectiveness online and offline new user campaigns
These days, businesses need to establish detailed metrics, get a clear picture of the strengths and weaknesses of different channels, and objectively evaluate customer conversion by channel. By monitoring data and quickly adjusting the approach, businesses can improve their next campaign and create a virtuous cycle of customer acquisition.
DataRangers provides a full campaign tracking solution as well as a range of dashboards allowing businesses to quickly visualize ad traffic and reports.