Comparative Analysis H1 vs H2 2020 - Analyzing Teachable Trainings Through GA

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Comparative Analysis H1 vs H2 2020
Analyzing Teachable Trainings Through Google Analytics (GA)

Report Overview ❑Analysis Conducted by:
» Sagar Kumar
» Ajay Anand Shukla
» Garima Bhutani
» Deep Rana
❑Goal:
» Comparative Analysis of Expert’s Interaction Patter On Teachable
Training Platform in H1 & H2 2020 through Google Analytics (GA).
❑Method:
» The report is prepared by extensively analyzing different sections &
reports of Google Analytics integrated with Chegg’s Teachable Account.
❑Data Observation Period:
» (1st April’20 – 30th June’20) vs (14th August’20 – 23rd November’20)
2

List of Contents ❑ Goal Completion Pattern
❑ User Analysis
❑ Session Analysis
❑ User Drop-off Analysis
❑ Pageview Analysis
❑ Bounce Rate Analysis
❑ Device Category Pattern Analysis
❑ Traffic Source Pattern Analysis
❑ Engagement Pattern Analysis
❑ Recommendations
3

Goal Completion Pattern H1’20 vs H2’20
4
H2’20
H1’20
Observations:-
❑ In H2, more number of Experts have completed the training in one go as compared to H1.
❑ Experts have become more stable in term of training rather than jumping on different training modules randomly.
Click here to check the Goal Completion Pattern Report H1’20
Click here to check the Goal Completion Pattern Report H2’20

5
User Analysis H1’20 vs H2’20
H2’20
H1’20
Observation:-
❑ In H1 almost 50.5K new Experts were added to the preexisting base of almost 49.5K Experts which summed upto 100K Experts,
these Experts were invited for teachable training in H1, out of which almost 36.5% (36.5K) EAs logged in to Teachable platform.
❑ However, in H2 almost 91.7K new EAs were onboarded out of which almost 64.5% (59.1K) Experts logged in to Teachable. This
indicates an improvement of almost 30% in terms of visiting/login to Teachable.

6
Session Analysis H1’20 vs H2’20
H2’20
H1’20
Observation:-
❑ Number of sessions per user in H2 increased by 1.16 session per user.
❑ Avg. session duration in H2 decreased by almost a minute.
❑ Overall average session duration per user which was 20.12 mins in H1 increased to 22.92 minutes in H2, which means Experts
are completing more number of training videos in H2.
❑ We need to make our trainings more engaging because it takes 45-60 minutes to complete
all the modules of HCV training but the users are still spending nearly 23mins only.

User Drop-off Analysis H1’20 vs H2’20
7
H2’20
H1’20
Observation:-
❑ In H1 total drop-off rate was 73.7% however in H2
it has reduced to 68.2%.
❑ Though there is an improvement of 5.5% in H2 but
the drop-off rate is still high.

8
Pageview Analysis H1’20 vs H2’20
H2’20
H1’20
Observation:-
❑ In H1 36474 Experts viewed 469995 pages which mean every user checked almost 13 pages whereas in H2 every user checked
almost 18 pages. There is an increase of pageviews by more than 5 pages per user.

9
Bounce Rate Analysis H1’20 vs H2’20
H2’20
H1’20
Observation:-
❑ The bounce rate of Teachable login page in H2 is almost 14% lesser than what it was in H1.

10
Device Category Pattern Analysis H1’20 vs H2’20
H2’20
H1’20
Observation:-
❑ The number of mobile users in H2 has increased by 8% and a similar 8% drop can be seen in desktop users.
❑ The Mobile is to Desktop user trend was almost in the ratio of 60:40 which is now moving towards 70:30 (Mobile is to Desktop) usage.
❑ In coming months, the ratio of mobile user may increase further, hence we should make our communication and the platform more
mobile centric.

Device Category Pattern Analysis H1’20 vs H2’20 cont...
11
H2’20
H1’20
Observation:-
❑ The bounce rate across all the devices has
reduced considerably.
❑ Highest reduction in bounce rate can me seen
for Desktop users where it has reduced upto
16% in H2.
❑ We can also notice that higher the device
screen size higher is the Avg. Session
Duration and vice-versa.
❑ Pages per session increased for Desktop
users.

12
Traffic Source Pattern Analysis H1’20 vs H2’20
H2’20
H1’20
Observation:-
❑ In H1’20, no UTM links were used in our communication. However, in H2’20 UTM links were embed in MailChimp for the initial email
response, hence users from Referral (MailChimp) went up in H2’20.
❑ Direct are mostly the users which are recurring, and Email are the users who have been sent Teachable resolution or MailMerge.

Engagement Pattern Analysis H1’20 vs H2’20
13
H2’20
H1’20

Engagement Pattern Analysis H1’20 vs H2’20 cont..
14
Session pattern for different time durations:-
Session Duration H1 H2
❑ 0-10 sec 39.17% 57.65%
❑ >10sec & <1min 21.16% 15.57%
❑ 1min – 3mins 13.64% 9.08%
❑ 3min -10mins 9.25% 5.50%
❑ 10mins – 30mins 8.27% 4.98%
❑ More than 30mins 8.51% 7.22%
Total Sessions 116214 257294
Session Duration H1 H2
❑ 0-10 sec 10.72% 23.26%
❑ >10sec & <1min 17.55% 14.76%
❑ 1min – 3mins 18.40% 14.25%
❑ 3min -10mins 15.00% 11.40%
❑ 10mins – 30mis 14.79% 11.68%
❑ More than 30mins 23.54% 24.66%
Total Pageviews 469995 1079821
Pageview pattern for different time durations:-
Observation:-
❑ The number of micro sessions (of less than 10sec) has increased almost 18.5% in H2.
❑ The number of sessions where the duration is above 1min has reduced significantly in H2.
❑ The pageview pattern of users where the session duration is more the one minute has reduced in H2, which means users are not
skipping videos.

Recommendations 1. We need to improve our communication in such a manner that Experts
understand the importance of trainings and complete the training within a given
time after onboarding.
2. As we notices that most of the Experts are watching the training on Mobile and
the Avg. Session Duration on Mobile is the least, so we will have to make the
videos more engaging and we also need to reduce the video length.
3. As per the average session duration data we should reduce the training length
of a particular topic below 30mins (including login & quiz time).
4. Segmentation & targeting of audience should be done before sending
the communication to get deeper insights for analysis.
5. Different login links (created through UTM) should be used for each
communication channel to track campaign success.
6. Every Teachable campaign via any communication channel should be logged
on the tracking sheet so that it can be analyzed in correlation with other data
points.
15

Recommendations
cont..
7. Data comparison with secondary dimensions should be done.
8. If possible, UI of teachable should be customized to make it more user-friendly
which allows one click login.
9. Login page bowser cache issue of Teachable should be corrected ASAP.
10. The LMS platform should be more mobile responsive.
11. We should also try using other LMS platforms because of the following issues
with Teachable:
▪ High page load time.
▪ Confusing login page.
12. In a long run we should also try to develop our own LMS mobile app for a
better user experience.
13. Integration of GA with MailChimp can be done for better insights.
16

Thanks
17

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