Remain 2 steps ahead in student's lifecycle
Engage better by recommending relevant courses based on their interest and website usage.
Overview:
Providing value to customers at all stages of their user's (student's) life cycle is important. Best way to optimise your recommendation strategy is by-
- Having a clear understanding of user's preferences and historical course attempts
- Having a good understanding of channels on which user is most engaged with.
- And, a good understanding of when to nudge the user based on RFM segmentation logic.
This Journey shows how you can automate flow post course completion to increase course purchase/completion frequency and LTV of the user. This workflow is not a recommendation engine but fetches data from your recommendation engine to personalise and contextually trigger recommendation messages across channels the user is reachable on.
Recommendation values needs to be passed as payload to the 'course completion' event. These values can be fetched via API call to personalise the message for each user.
Industry:
Edu-Tech
Use Case:
New course recommendation
Events:
course_completed
Webengage.Track(“course_completed”, {
/*String*/
“Name” :
“Email” :
“Contact” :
“Page URL” :
“Occupation” :
“Gender” :
“Course name” :
“Level” :
“Industry” :
/*Date*/
“Start date” :
“End date” :
“Account_created_date” :
/*Time*/
“Start time” :
“End time” :
“Account_created_time” :
/*Number*/
“Sessions” :
“Number of purchases” :
“Course value” :
“Course duration days” :
/*Boolean*/
“Logged in” : 1
“Newsletter subcribed” : 0
/*array*/
“recommendation_on_course” : [“COURSE1”, “COURSE2”, “COURSE3”, “COURSE4” ]
“related_tests” : [“TEST1”, “TEST2”, “TEST3”, “TEST4” ]
})
Step by step explanation:
- The Journey is triggered for each user when the user completes a course. i.e when the event ‘Course Completed’ get triggered.
- Workflow fetches course details, certificate, related courses via API call.
- These returned values are used within triggered email containing 'completion, congratulatory message and recommendations
- Workflow waits for 2 days to send a feedback email. Feedback mail may also reiterate course recommendations.
- On send, workflow waits upto 5 days for user to browse through a new course.
- If user browses within these 5 days (from the date of sending feedback email), end the journey for that user. On timeout (if the user fails to visit any of the course pages within the next 5 days), goto next step for triggering course recommendations.
- Check if the user is reachable on web push. If found reachable, trigger a browser push with course recommendations.
- If user is not reachable on web push, send an email with similar recommendation courses.
- On sent, workflow wait upto 2 days for the user to make another transaction (start a new course or make the payment for a new course).
-
On timeout, end the journey for that user.
Pro tip: Set conversion tracking for the event 'course_purchased' to attribute your uplift numbers via retention workflows.