Recent studies suggest that the completion rate for online courses ranges from 5-15% on average across the e-learning industry.
For membership and subscription businesses the data isn’t much better.
Those aren’t numbers you can build a sustainable business on.
However, when done right, both online courses and membership sites can deliver tremendous value and produce boatloads of profit for long periods of time.
One of the key differentiators between successful and failed knowledge business owners is in their ability to proactively monitor and manage customer engagement.
The pros understand how customers engage with their content. They also have visibility into the customer journey so they are able to proactively identify customers who are struggling and eliminate the issues that may be constraining them.
So, with customer engagement being such a critical factor in the success of your online course or membership site, the operational question is:
Do you have a customer engagement strategy for your online course or membership site?
Unfortunately, if you’re like most entrepreneurs the answer isn’t very favorable.
And that doesn’t bode well for the long-term success of your knowledge business.
The problem is that most course and membership platforms don’t provide any customer engagement data at all. And the ones that do typically offer insufficient information or produce obscure reports that require an export and serious data analysis in order to formulate any useful insights.
Fortunately, I’m here to tell you that you are no longer relegated to either flying blind or sifting through piles of data in order to become a customer engagement expert. 👋
That’s because we just launched three innovative new customer engagement tools that will provide all the user engagement data you need...right at your fingertips and in a format that’s easy to consume and take action on.
Ready for a sneak peek?
Activity tracking engine
In order to fully understand customer engagement you must necessarily have the ability to monitor all of the customer behaviors that are important to your course or membership site. Unfortunately, tracking all of this activity on your own can be complicated, cumbersome, and downright expensive.
So we built an activity tracking engine that does the heavy lifting for you!
No need to sift through endless spreadsheets or implement overly-complicated reporting tools in order to understand what your customers are doing.
CustomerHub tracks all of the following customer behaviors (called ‘activities’) right out of the box:
- Videos watched
- Audios played
- Files downloaded
- Pages/lessons completed
- Products/courses completed
- Product access granted/removed
- Engagement status updated
The software then aggregates all of the activity data into a single feed that you can filter by type, product, timeframe, and user:
As you can imagine, seeing this level of data affords plenty of opportunity to discover insights about what’s working and not working in your course or membership site. And in turn you are better equipped to proactively solve problems, follow up at key points in the user journey, and maximize the number of customers who get value from your products.
User engagement status
In addition to providing access to specific customer behaviors, CustomerHub automatically generates the most important customer engagement insight that every course creator or membership site owner should know; which customers are engaged and which are not.
This is expressed as an engagement status (Active/Inactive) for each user and is automatically set based on their last login date. The default threshold is set to 30 days (meaning if a user has logged in at least once in the past 30 days they will be considered ‘Active’), but you can change this if needed.
Knowing which users are Active or Inactive provides a great deal of clarity about where you should be spending your time in order to maximize your success.
While both of the tools mentioned above are intended to help you discover insights that will help you know what to do, the final piece of the puzzle is about making it easier to do what you need to do through the power of automation.
Activity automation is unlocked when enabling one of our pre-built app connectors (i.e. Keap, Active Campaign, Stripe, PayPal, Zapier, etc) and gives you the ability send activity-specific notifications to your other apps.
Translation: CustomerHub can tell your other apps when something important happens so you can respond appropriately and automatically.
This is true even down to specific actions being taken by individual users (i.e. when a user logs in, watches a video, downloads a file, completes a lesson, etc).
Here are just a few examples of things you could automate with this weapon in your arsenal:
- Initiate a welcome campaign the first time new user log in to your site
- Launch a re-engagement campaign for users that become ‘Inactive’
- Reward ‘Active’ users given their consistent engagement over an extended timeframe
- Send a completion certificate to students that finish your course
- Follow up with users who haven’t watched your welcome video within the expected timeframe
- Follow up with students when they seem stuck in their progression through your course
These are just a few ideas. While there are endless possibilities, the important thing is that you get to decide what to do with activity automation and it's automatic once you have triggers set up!
Pretty swaggy, right? We think so.
The three engagement tools above are easy to use and have the power to elevate your online course or membership site to new heights!
That being said, you should always start with simple. Just because you can do something doesn’t mean you should.
Monitor your user engagement for a few weeks then see where you can make small and iterative adjustments to incrementally improve your results.
Ready, set, go!