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Presentation by Lindsay Zelinski
Agenda
Ñ Overview of Customer Retention
Ñ Further Questions
Ñ Assumptions
Ñ Suspected Issues
Ñ Solutions
Ñ Metrics to Optimize
Customer Retention Issue
Ñ EducateMe subscribers stay with the service for only three
months on average
Ñ Surveyed subscribers cited the overwhelmingness of the
‘length of the courses’ to be the reason they leave
Ñ A new feature was launched: at an additional $5/month,
Solutions
1) Add descriptive titles and content summaries to
every class video so members can select
individual classes that interest them
2) Add search function to find single class material
3) Add ability for users to save/bookmark entire
courses and/or
individual classes
to view later
Solutions
Issue 2: Members cannot easily set goals and view their progress
as they make their way through content
Solutions
1) Add ability for members to set goals (i.e. complete
50% of course by xx, complete 100% by xx)
2) Surface metrics on class/course progress and total
content consumed
3) Add ability for members to set reminders via push
notifications (i.e. You have 1 hour of content left before
reaching your goal of 50% course completion by
tomorrow)
4) Visually reward users for completing courses and
reaching goals
Solutions
Issue 3: Unedited video content contains unnecessary ‘waste
space’ and some members are looking for lower commitment
options than an entire course
Solutions
1) Edit and clean up each video to cut out
unnecessary content/pauses
2) Curate videos to create ‘mini series’ on specific
topics
- Mini series should be significantly shorter than an
entire 40 hour course
Metrics to Optimize
Ñ Profit
Ñ Monthly active users