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 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, demonstrating increased user conversion.
• 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 quizzes.