10x Revenue Growth
MOOC Provider (ecommerce) Case Study
MOOC (Massive Open Online Courses) market is expected to grow at a CAGR of 17.3% from 2021-2026 in Europe, reaching a value of USD 4312.82 million. The use of technology is allowing for greater flexibility in education and has led to an increase in MOOC usage.
MOOC businesses often use eCommerce platforms such as WooCommerce to sell courses, with a sales frequency of around 4 times per year and sales volume typically less than £100, especially in the UK market. This business model is almost similar to a regular eCommerce organization.
Overview
13 MO
09 MO
£33K+/ M
45,800+
We worked with a MOOC provider and increased monthly web sales from £3,400 to over £33,000 with more than 10x revenue growth
In this Case Study we are revealing all the secret approaches, strategies and exactly how we have brought 10x revenue growth for that MOOC business.
Background
This entrepreneur from Swindon, UK reached out to us through LinkedIn. After several meetings, we were brought on to take their business to the next level.
Upon onboarding, we conducted an audit of their website statistics, Google Ads account, SEO approach, and social media presence. Our findings revealed the following:
SEO: The site was cluttered with over 3,000 course pages (product pages) and only saw 4,100 monthly visitors, with 734 referring domains and around 3,800 backlinks. There was no SEO plan, blog, or content marketing in place.
Google Ads: They had worked with more than three ad experts, launched 41 campaigns, and spent £19,951, but only earned £12,862 back, resulting in a loss of £7,089 in ad budget.
Social Media: They had no active social media presence except for a Facebook page with around 5,000 likes, but these likes were not from their target market.
Email Marketing: They had a contact list of 63,000 active subscribers and regularly sent out more than 10 campaigns a week, but the open rate was poor, less than 0.89%, and most campaigns failed to generate sales.
Web Sales: They had previously seen good sales in the last quarter of 2020, with an average of £7,500 in sales per month, but starting in the second quarter of 2021, their sales began decreasing. By August 2021, they were only seeing £3,400 in sales
Challenges
We encountered a number of obstacles while working with this client.
Firstly, the MOOC industry is incredibly competitive, with major players like Udemy, Coursera, and Future Learn.
Secondly, many competitors were also bidding on the client’s branded keywords in an attempt to redirect sales away from their website.
Most notably, our client was not fully equipped for direct sales through their website, as most of their sales were coming from deal listing sites like Reed and Wowcher.
Therefore, we had to start fresh with a comprehensive and holistic plan
Our Strategy: Omnichannel Marketing
We began by identifying specific course categories and high-demand courses that would meet a wide range of customer needs and provide maximum value. We then divided these courses into three sections:
Starter: We offered beginner-level courses at a very low cost, and even some for free, to ensure the highest enrollment.
Core Value: For intermediate-level courses, we aimed to meet the specific needs of our customers and deliver the value we promised.
Profit Maximizer: We developed bundled courses and advanced-level courses that were high in value and came at a higher price point.
After revamping our products, we crafted messages for each stage of the buying journey, created landing pages, and trained our internal sales and customer support teams.
Ultimately, we enabled an omnichannel marketing ecommerce funnel, meaning we became active on all digital marketing channels to deliver a consistent message and reach our growth goal.
Omnichannel eCommerce Marketing:
Message: We developed a consolidated marketing funnel utilizing all digital marketing channels with similar messages tailored to meet our specific business goal.
Google Ads: We created a dynamic search campaign for our Starter high-demand courses, with the intention of getting as many customers and clicks as possible, even if it meant less profit. We also created search campaigns for our Core Value career package courses, with high-converting ad copy and well-crafted landing pages.
SEO: We implemented content marketing and began publishing three blogs per week, following an inbound marketing methodology. We used a content scheduler to maintain consistency and conducted regular link building efforts.
Facebook Ads: We created conversion campaigns for our Core Value career package category with engaging visuals and ad copy. We also enabled Dynamic Remarketing Ads on the Facebook Ads Manager.
Social Media: We started posting regularly on the top six social media platforms: Facebook, Instagram, LinkedIn, YouTube, Pinterest, and Twitter.
Email Marketing: We planned to send four emails per week with well-written copy and custom templates to our 63,000 subscribers.
Up-sale/Cross-sale: We created an up-sale automation journey with Mailchimp and utilized the up-sale feature in WooCommerce. We also made a cross-sale catalog campaign on Facebook.
Dynamic Retargeting: We created a dynamic retargeting campaign on Facebook and Google Ads.
Abandoned Cart Automation: We set up an abandoned cart automation journey in Mailchimp.
Web Analytics & Data Tracking: We set up purchase tracking with dynamic value, web analytic setups like Google Analytics, Hotjar, Google Optimize, etc. We enabled dynamic remarketing value parameter tracking, enhanced conversion tracking, etc.
Resulted in 10x Revenue Growth
SEO: We increased SEO traffic from 4,100 monthly to 38,300 monthly, referring domains from 734 to 2,684, and backlinks from 3,800 to 96,467.
Google Ads: We spent approximately £135,000, generated around 3,000 sales, nearly £217,000 in revenue, and made a profit of £82,320 solely from Google Ads.
Social Media: They now have a strong presence on all six major social media platforms and have gained around 1,000 followers on LinkedIn within a short period of time.
Email Marketing: Their contact list is growing, reaching over 120,000 active subscribers. They now typically generate around £800 in sales per campaign and have an open rate above 15%.
Web Sales: Most importantly, we saw a significant increase in sales, from £3,000 to above £30,000 per month, resulting in nearly 10x revenue growth. We generated £415,000 in sales within 15 months.
NEED WHITE LABEL CASE STUDIES?
Get access to 20+ white label case studies spanning several industires to show your clients. Enter your email and get instant access!
Takeaway
So, If you want to achieve 10x more eCommerce sales, you should consider implementing an omnichannel marketing strategy. This includes utilizing all digital marketing channels, such as SEO, Google Ads, social media, email marketing, up-selling and cross-selling, dynamic retargeting, and abandoned cart automation. It’s also important to set up web analytics and data tracking to monitor progress and make adjustments as needed. Another key strategy is to consider product classification, I mean divide them into different sections, such as Starter, Core Value, and Profit Maximizer, and then tailor messages for each stage of the buying journey. Additionally, it’s important to have a comprehensive and holistic plan in place that takes into account the competitive landscape and the client’s current sales and marketing efforts.
Want To Get SEO Results?
Start Growing your Business Today!
Sign up for free and get access to all of our tools and services.