How to Improve Customer Retention on an Ed-Tech Platform
Ed-Tech platforms managed to stay afloat and even grow in 2020. Overcome issues and how to improve the platform’s online presence through content and SEO.
In today’s world, education is a business. In both online and offline modes, people pay to get an education and improve their skills. Still, most offline education platforms are highly centralized and can be geographically unavailable for many students. As such, with the development of Ed-Tech platforms, people moved their focus on online education.
Since the benefits are clear (more flexible hours, no geographic limitations, and lower costs), the demand increased rapidly. As a result, the market of online education platforms imploded, and nowadays almost anyone can find an online course on almost any topic.
This created a competitive market, where each ed-tech platform is trying to attract and retain as many customers as possible. The process is quite laborious and includes a blend of SEO strategies, online marketing knowledge, data analysis, and content marketing (among others).
So, if you’re looking to start a new e-learning platform or you just want to boost an existent one, check out some of the strategies used by big companies to make their offer more attractive.
Well-Focused Content & Resources
It goes without saying that the content must fit the audience. As such, if you are targeting adults on the verge of professional reconversion, the platform’s content must reflect that.
In this case, the platform should offer practical courses that are easy to follow and offer recognized certification after completion. In this scenario, the diploma is important because it’s a way of proving the student acquired the necessary knowledge.
However, there’s also the matter of authority. Just like with standard schools and universities, an online platform must be recognized for its high-quality resources and teachers. Otherwise, any provided certification won’t be considered viable by a possible employer.
This process requires time, patience, and constant investment in resources, content, and teachers. The best ed-tech platforms first try to attract some of the best educators and then focus on bringing customers.
Focus on a Niche
With platforms like Udemy and Coursera, it’s tempting to broaden your reach by adding new categories to your content.
However, research proves that it’s best to focus on a niche (at least at first) and build your business from there. While it won’t give you access to a very large audience, it will help you build relationships based on trust and loyalty. It will also help your platform stand out from the crowd.
But what does it mean to focus on a nice in online education?
Well, it’s all about finding the perfect combination between the resources and content you can offer and the people who would be willing to pay for this. For instance, some platforms focus exclusively on teaching people how to code while others are focused on graphic design or writing.
Furthermore, you don’t have to adopt the same format other platforms have. The format should suit your content and not the other way around.
Combine Great UI with Amazing UX
User Interface (UI) and User Experience (UX) are two separate concepts that must be used together.
UI is all about creating a friendly interface that is visually appealing to the target audience. The interface should be simple, attractive, and easy to navigate so everyone understands your message from the first few seconds. UI is also about placing the right elements in the right place. Elements like buttons, call to action areas, contact forms, navigation sections, and more should create a natural flow that guides the user to the Submit or Buy Now button.
On the other hand, UX is all about creating an easy to use interface, that enhances users’ experience on the platform. With UX, your main job is to make sure the user feels comfortable on your page, and that there is no confusion in how to use it.
Both UI and UX require deeper knowledge and advanced technologies, but it’s important to understand how they work together and why they are important for customer retention.
Apply Basic SEO Rules
An e-learning platform is still a website. And like any website, it will require search engine optimization.
To attract and retain new customers, the first contact with your platform must go as smoothly as possible. This means a fast-loading page (Google recommends a loading time of < 3s), good keyword optimization (yes, it’s still important), and solid backlinking.
Luckily, most of these can be achieved by anyone with a bit of SEO knowledge and access to the right resources. However, it is a demanding task (for both time and effort), which is why you should have someone dedicate to it.
The secret to a good SEO strategy is that it constantly needs updating in order to follow the market trends and stay relevant for the target audience.
Stay Up to Date
In today’s online environment, it’s extremely easy to fall off the map. Users’ attention is an extremely precious commodity and you are fighting for it with big brands that have armies of marketing specialists at their disposal.
Still, you can capture and retain the attention of users who are interested in improving their education by providing them with up to date content. It also helps to follow the social media trend and make sure your brand is present on the channels most frequented by your target audience.
Take Advantage of the Moment
The 2020 pandemic and lockdown will forever remain in history as a grim time, loaded with anxiety and fear. However, people showed they can turn a dark situation into a productive one, and used their time inside to polish up their skills and acquire new ones.
As such, the lockdown was a moment in time that ed-tech platforms could use to their advantage. With more people looking to learn, many e-learning platforms decided to add new courses to their offer, offer new types of resources, and even offer discounts.
This translated into a wave of new customers. True, once the lockdown was over, some of the new customers bailed on their new-found desire for learning, while others were satisfied with just the one class. This is part of the normal process of doing business. Still, with the right strategy, online learning platforms can retain a part of the new customers and turn them into loyal clients that may even boost word of mouth.
AI-based Personalization & More Advanced Tech
It’s essential to take advantage of the modern tech that’s readily available right now. This is the only way you can make sure customers won’t just skim over your site and leave for the competition.
For instance, many websites use AI-based algorithms to provide their users with high-end personalization. The algorithm learns from previous interactions with each user and can provide useful recommendations, tips, and even change the interface. This way, everyone has a unique experience, that’s tailored to their needs and preferences.
Furthermore, websites now use intelligent chatbots to offer the ideal customer service experience and guidance. These systems can sustain a human-friendly conversation and are designed to consider users’ preferences when making recommendations. And, since they don’t require breaks, the system can be online 24/7 without any lags.
In conclusion, in order to be successful Ed-Tech platforms must be just as focused on customer satisfaction as a standard e-commerce site. Of course, there are other methods to consider, but the ones we described are among the most successful ones and they can be applied to a wide array of scenarios.
Overall, it’s important to care about your online reputation and always strive for better user experience.