Web Analytics to Perform a Cross-Platform Comparison Study

Business Challenge:

The client was a multinational company, who offers a wide range of self-paced courses on their e-learning site. To enhance global reach, the client partnered 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 published courses.

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

TurnB Approach:

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 analysis
  • Studied backend tables and identified data elements or factors common to both platforms
  • Devised an engagement metric for platforms
  • All factors or data elements across users’ segments were extracted
  • Performed an 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 the consumed course content
  • There was an overall engagement or higher usage on the client’s native platform; Course notifications were introduced to improve the signup to enrollment yield
  • Course usage was driven by labs, assessments, and quizzes etc. on the third-party platform