This report is regarding expert's behaviour on Chegg's LMS platform (Teachable). The report is prepared through Google Analytics.

1. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
Analyzing User Traffic & Expert’s Behavior flow on
Teachable

2. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
Report Overview ❑Analysis Conducted by:
» Sagar Kumar
❑Goal:
» Analyzing User Traffic and Training Module wise User Behavior flow on
Teachable.
❑Method:
» The report is prepared by extensively analyzing different sections &
reports of Google Analytics integrated with Chegg’s Teachable Account.
❑Data Observation Period:
» 90 Days (1st Dec’20 – 28th Feb’21)
2

3. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
List of Contents
❑ Understanding UTM parameters.
❑ Analyzing the following parameters for HCV, Q&A Best Practices and
Solving International Questions training modules:-
➢ Source, Medium & Campaign details.
➢ Analyzing the best performing communication channel.
➢ Communication channel wise Expert’s behavior analysis.
➢ Video wise Expert’s behavior analysis.
3

4. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
4
UTM Parameters
There are 5 parameters we can add to our URLs:
❑ UTM_Source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example:
google, newsletter4, billboard.
❑ UTM_ Medium: The advertising or marketing medium, for example: cpc, banner, email newsletter.
❑ UTM_ Campaign: The individual campaign name, slogan, promo code, etc. for a product.
❑ UTM_ Term: Identify paid search keywords. If we are manually tagging paid keyword campaigns, we should also use
utm_term to specify the keyword.
❑ UTM_ Content: Used to differentiate similar content, or links within the same ad. For example, if we have two call-to-
action links within the same email message, we can use utm_content and set different values for each so we can tell
which version is more effective.

5. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
5
Analyzing the Source, Medium & Campaign details of HCV training module
27K sessions were created on this training module in the given time period.
Traffic “Source” analysis:-
❑ The Source “sso.teachable.com” &
“cheggindia.teachable.com” is
indicating the traffic coming through
emails sent via MailChimp where the
UTM parameters were not defined.
❑ “Direct” is the traffic coming through
emails sent directly through
Teachable.com itself.
❑ The source “Mailmarge & MailChimp”
indicates the traffic coming through
emails where the UTM_Source was
defined as mailmerge & mailchimp.
Traffic “Campaign” analysis:-
❑ The UTM_Campaign parameter
was not set in most of the email
campaigns which were sent
through MailChimp this is why it
is showinh (not set) for 25k
sessions.
Traffic “Medium” analysis:-
❑ “Referral” is the traffic generated through “sso.teachable.com” & “cheggindia.teachable.com”
where the UTM parameters were not defined..
❑ “none” is the traffic coming from the emails sent directly through Teachable.com.
UTM_Medium

6. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
6
Analyzing the best performing communication channel for HCV trainings videos
Observation:-
❑ For HCV trainings, email is the best
performing communication channel.
❑ Organic traffic couldn’t perform as per
the expectation.
❑ SMS channel has come out to be the
worst performing communication channel
for this training module..

7. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
7
Communication channel wise user behavior analysis for HCV training videos
Observation:-
❑ Communication sent through email channels are at least ensuring 2-3% of goal completion.
❑ Both the email channels (referral + email) have similar goal completion pattern.
❑ Maximum drop off is happening on the first video.
❑ Drop off percentage after the first video is quite constant till the end of the funnel.

8. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
8
Communication channel wise user behavior analysis for HCV training videos
cont...
Observation:-
❑ Steps completion through Organic traffic is not consistent, this means that Experts who are coming to Teachable by their own are not serious about completing the entire training.
❑ It is quite surprising that all the 13 users coming through SMS campaign has watched only one video.
❑ The training video completion pattern of the traffic procured through direct emails (from teachable.com) is a bit different than the pattern generated through other email campaigns.

9. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
9
Video wise user behavior analysis for HCV training module
Observation:-
❑ Funnel exit rate of the first video of HCV training module is the 2nd highest out of all the 13 videos.
❑ More than 7.4k Experts exited the funnel on the first video itself, this indicates that we need to improve the content of the first video immediately.
1. What is Chegg Honor
Code and why it is
important?
2. Current/Future Year
Exam, Test or Quiz
Questions
3. Previous Year /
Sample Exam, Test and
Quiz Questions
4. Questions with
specific terms
5. Assignment &
Homework Questions with
Marks/Points/Grades
6. Exception – Assignment
& Homework Questions
7. Copyrighted Content
and Questions with logo &
watermark
8. Exception – Logo &
Watermark

10. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
10
Video wise user behavior analysis for HCV training module cont...
Observation:-
❑ Funnel exit rate on video no. 9 & 11 is more than 40%.
❑ Funnel exit rate on video no. 12 is almost 60% which means we need to improve the content of this video as well.
9. External
Reference
10. External
Link/URL
11. What are Direct
Answers?
12. What are Spam
Questions?
13. How to deal with
Experiment and Lab
Questions?

11. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
11
Analyzing the Source, Medium & Campaign details of Q&A Best Practices
training module
791 sessions were created on this training module in the given time period.
Traffic “Source” analysis:-
❑ The Source “sso.teachable.com”
& “cheggindia.teachable.com” is
indicating the traffic coming
through emails sent via
MailChimp where the UTM
parameters were not defined.
❑ “Direct” is the traffic coming
through the emails sent directly
through Teachable.com.
Traffic “Medium” analysis:-
❑ “Referral” is the traffic generated through “sso.teachable.com” & “cheggindia.teachable.com”.
❑ “none” is the traffic coming from the email sent directly through Teachable itself.
Traffic “Campaign” analysis:-
❑ The UTM_Campaign parameter
was not set in most of the email
campaigns which were sent
through MailChimp.
❑ As we can notice that the
UTM_Campaign parameter is
wrongly set in few of the
campaigns sent for this module.
UTM_Medium

12. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
12
Analyzing the best performing communication channel for Q&A Best
Practices training videos
Observation:-
❑ For this training module we only
ran email campaigns that is why is
not possible to figure out the best
performing communication
channels.
❑ There is no organic traffic at all for
this training module.

13. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
13
Communication channel wise user behavior analysis for Q&A Best Practices
training module
Observation:-
❑ The medium of all the traffic on this training module in that period are
different kinds of email campaigns.
❑ Maximum drop off is happening at the first video of this training module
as well .
❑ There is no organic traffic on this training module.

14. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
14
Video wise user behavior analysis for Q&A Best Practices training videos
Observation:-
❑ In this training module the 1st and 3rd video are the worst performing training videos in terms of user retention where the funnel exit rate is more than 90%.
❑ The content of video 1 & 3 need to be improved for better user engagement.
1. Incomplete
Answers
2. Incorrect
Answers
3. Ways of
Submitting Answers
4. Comment
Sections

15. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
15
Analyzing the Source, Medium & Campaign details of Solving International
Questions training module
2k sessions were created on this training module between the given time period.
Traffic “Source” analysis:-
❑ The Source “sso.teachable.com”
& “cheggindia.teachable.com” is
indicating the traffic coming
through emails sent via
MailChimp where the UTM
parameters were not defined.
❑ “Direct” is the traffic coming
through the email sent directly
through Teachable itself.
Traffic “Medium” analysis:-
❑ “Referral” is the traffic generated through “sso.teachable.com” & “cheggindia.teachable.com”.
❑ “none” is the traffic coming from the email sent directly through Teachable itself.
Traffic “Campaign” analysis:-
❑ The UTM campaign parameter
was not set in most of the email
campaigns which were sent
through MailChimp.
❑ As we can notice that the UTM
campaign parameter is wrongly
set in few of the campaigns sent
for this training module.
UTM_Medium

16. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
16
Analyzing the best performing communication channel for Solving
International Questions training videos
Observation:-
❑ For this training module conversion through SMS has performed quite well.
❑ Email communication channels have also performed better for this training module as compare to other training modules.
❑ There is no organic traffic for this training module.

17. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
17
Communication channel wise user behavior analysis for Solving International
Questions training module
Observation:-
❑ For this training module conversion through SMS has performed quite well.
❑ Other email campaigns (referral + email + none) have similar drop off rate (more than 80%) on the Course Page itself.

18. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
18
Video wise user behavior analysis for Q&A Best Practices trainings
Observation:-
❑This training module has only one video but the drop off rate on the Course Page itself is almost 80%.
❑The funnel exit% on step 2 is more than 77%, this happened because there is only one video in this module and after
that there is no other step.
1. Course Page (Solving International
Questions)
2. Solving International Questions Completion
Goal

19. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved
Thanks
19