Business
Challenge:
The client, a multinational company offering a diverse range of self-paced courses on its e- learning site, sought to enhance global reach by partnering with third-party platforms for course publication. The content publishing team
aimed to compare user behavior on the client's native platform with a third-party platform to measure platform effectiveness, make necessary improvements, and identify the strengths and weaknesses of each platform. TurnB was engaged to conduct a cross-platform comparison study.
TurnB Approach
In collaboration with the client, TurnB utilized web analytics for the study, employing the following approaches:
- identified a specific time frame or cohort for analysis.
- Examined backend tables to identify common data elements or factors across both platforms.
- Devised an engagement metric for platforms.
- Extracted all relevant factors or data elements across user segments.
- Conducted a comparative study of user segments and generated a summarized report for easy consumption.
Implications
The study revealed several key findings:
- A higher percentage of users who signed up proceeded to enrol in courses on the third-party platform, The client's native platform showed overall higher engagement and usage; the introduction, of course, notifications aimed to improve the signup-to-enrolment yield. On the third-party platform, course usage was particularly driven by activities such as labs, assessments, and
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