28.5% Growth in High-Ticket Revenue: Ed2Go’s Success with DataVinci
About Client: Founded in 1997 as an email-based correspondence program, ed2go has evolved into a leading provider of online continuing education. Now part of Cengage, a global education and technology company, ed2go offers high-quality courses designed to empower learners at every stage of life. Serving students across all 50 states and in over 16 countries, ed2go provides a diverse array of courses focused on career training and personal development. With partnerships spanning over 2,000 academic institutions, ed2go delivers industry-relevant, accessible education to help individuals advance their careers and achieve personal growth.
Requirements: Enabling and maintaining Google Analytics 4, Google Tag Manager, Optimizely, Mouseflow, OneTrust, and other tools across Ed2Go platforms.
The platforms comprise of :
- Ed2Go marketing pages
- Ed2Go Course Category pages
- Ed2Go Blog Subdomain
- Ed2Go Partner Account Subdomain
- Ed2Go Partner Checkout Subdomain
- Ed2Go user account Subdomain
Challenges faced: The platforms listed above are on different technologies. Businesses require seamless analytics tracking for accurate marketing attribution and user journey analysis without breaking the session or user tracking.
Some of the websites under Cengage also involve setup with the Tealium tag manager. Hence, all the marketing and analytics tags on these properties need to be through Tealium.
Solution:
- Product Placement, User Journey & Marketing Analysis
The objective of this analysis is to identify opportunities for optimization in product performance, user journey, and marketing efficacy for Ed2Co. The analysis is based on data from Google Analytics 360. - Recommendations
– Enhanced Product Visibility: Prioritise showcasing the top 18 products (and the subsequent top 194) on the homepage, popular landing pages, and through personalised user recommendations.
– Checkout Optimization: The checkout-to-order rate is a noticeable drop-off point at 19%. Streamline the checkout process, reduce the steps, and ensure a mobile-friendly process. Consider offering guest checkout, multiple payment options, and clear security assurances.
– Cart Abandonment Strategies: Implement strategies such as retargeting ads, cart abandonment emails, or push notifications to retrieve lost sales.
– Tracking Enhancements: Increase the tracking coverage for granular analysis of user behaviour for traffic coming through Referral and Organic search to understand the friction points.
– Pre-landing analysis: Personalise the landing page to ensure consistency between the communication directing the traffic to the site and what is presented on the landing page. This is for optimising the user experience for referral and organic search traffic.
– Exit Surveys: Leverage exit intent surveys to discover why users are abandoning the journey.
– Retargeting Campaigns: Given the substantial role the top 18 products play in revenues, consider initiating retargeting ad campaigns focused on users who showed interest in these products but didn’t convert.– Chatbots & Live Chat: Implement chatbots or live chat functions to answer queries in real-time, assisting potential buyers during the decision-making process.
Result:
- 36% Jump in High Ticket Product Views
- 9.4% Jump in High Ticket Revenue Share
- Funnel Optimization – Top 50% Rev Products
- 28.5% Jump in High Ticket Revenue
- 37.6% Jump in Overall Revenue
For the past two years, DataVinci has served as the augmented digital analytics and visualisation arm for Cengage’s Ed2Go division, actively shaping their data-oriented approach. With a commitment to fostering a culture centred around data, Cengage Learning has made significant investments in top-tier analytics platforms such as Google Analytics 360, Optimizely, and Tableau.
Within the Ed2Go sector, DataVinci has been instrumental in spearheading the digital analytics initiatives. Their responsibilities include the comprehensive setup and monitoring of analytics, marketing, and conversion rate optimization (CRO) tracking pixels. Additionally, DataVinci is at the forefront of delivering insightful analyses on the effectiveness of various CRO campaigns, as well as updates on user experience (UX) and marketing strategies implemented on the website.
Conclusion:
We, DataVinci have been acting as a digital analytics and visualisation partner of Cengage’s Ed2Go for two years, wherein, we have helped adeptly leveraging sophisticated tools such as Google Analytics 360, Optimizely, and Tableau. We have been lending our hand in the meticulous tracking and insightful analysis of their CRO campaigns, significantly enhancing UX and marketing on the website.