Web Analytics to Perform a Cross-Platform Comparison Study

Business Challenge:

The client is a multinational company, who offers a wide range of self-paced courses on their e-learning site. To enhance global reach, the client partners with third-party platforms and publishes courses. The content publishing team wanted to compare the user behavior on the client’s native platform with a third-party platform where the client publishes courses.

The differences in user behavior will help the client to measure platform effectiveness, make improvements if necessary and identify the highs and lows of each platform. They approached TurnB to perform a cross-platform comparison study.

TurnB Approach:

We collaborated with the client and used web analytics to perform this study. Following were the approaches:

  • Identified a time frame or cohort to perform the analyses
  • Studied backend tables and identified data elements or factors common to both platforms
  • We devised an engagement metric for platforms
  • All factors or data elements across users’ segments were extracted
  • Different methods or techniques were employed to extract data based on the complexity of data captured
  • Performed an inter-segment comparison study of user segments and created a summary for ease of consumption

Implications:

  • A higher percentage of users who signed up go on to enroll for courses on the third-party platform and a higher percentage of users who enroll for courses went on to consume course content
  • There was an overall engagement or higher usage on the client’s native platform
  • Course usage was driven by labs, assessments, and quizzes etc. on the third-party platform
  • Course notifications were introduced on the client’s native platform which improved the signup to enrollment yield