Microcredentials are a huge company priority, and we’ve significantly increased our marketing promotion across all channels. Keep reading to find out how they’ve been performing, what we’ve done so far to promote them, and what we’re planning to do in the coming months.
Our increased efforts have already had a positive impact, with microcredential transactions up by more than 30% year on year. We’ve also seen an increase in high-intent learners, and have driven over 300k learners to our course description pages - plus our learners are completing our microcredentials at more than double the industry standard rate. Our microcredentials continue to grow on the platform, with 14 new microcredentials added to the platform this FY23, and we have plans to add more in the coming months.
How we’ve been promoting microcredentials
We’ve been really ramping things up with microcredential promotion, and below you can find some more details about the different initiatives, events and activities we’ve been organising.
Flexible payment options: Pay in 3 with PayPal
Our “Pay in 3” feature allows UK customers to pay for microcredential courses from the FutureLearn catalogue in three interest-free instalments. This will spread the cost of microcredentials, providing customers with more flexibility and control over their finances.
Increased paid advertising of microcredentials
We’ve increased our category-led paid advertising of microcredentials, including social media ads and paid search. We’ve also been testing display ads on sites like the Financial Times. Recently, we launched paid lead generation activity on LinkedIn and Meta – and so far have increased qualified leads by 27% vs March (and up by 72% MoM). Our adverts have been designed and created to reach learners who are career-focused, and messaging is outcome-led focusing on people who are looking to learn a new skill or get a promotion.
Improved CRM and lead nurture journeys
In addition to optimising our lead nurture journey with additional last chance reminders and bespoke copy for all microcredentials, we have increased promotion of MCs in our BAU email activity too. This included developing category-based creative and messaging, and last-chance-led messaging in the lead-up to enrolment deadlines.
Promoting stackable microcredentials
We regularly feature microcredentials on our homepage close to their enrollment deadlines to encourage more traffic and last-minute sign-ups. Currently, we’re featuring the trailblazing stackable microcredentials from Nottingham Trent University.
Our aim is to host more stackable microcredentials on our platform in the future, so that learners have a more flexible route to building a degree or postgraduate qualification. You can find out more about how stackable credits could be the future of education in our article.
Our plans for microcredential promotion
As we move into the next financial year, promoting microcredentials continues to be a major business priority at FutureLearn. Below are some details about our plans for the coming months.
- Upsell journey. We’re working on creating an automated upsell journey for microcredentials, with personalised course content & targeting.
- Paid campaigns. Our paid campaigns and PPC focusing on microcredentials continue to be a huge focus.
- Onsite merchandising. We’re continuing our onsite merchandising efforts, including homepage banners, featured courses and blog posts – this will include promotion in the hero slot at the top of our homepage.
What is the recipe for success with a microcredential?
Some microcredentials are more successful than others, but we’ve been doing lots of testing to find the recipe for success. Below we’ve included some things to keep in mind when creating and promoting a new microcredential as well as some tips to ensure your microcredential rollout is a success.
Tips for maximising your microcredential enrolments
- Choosing the right course in an in-demand, career focussed subject
- Optimal start dates are on the first Monday of the month, with, ideally, a 2-3 month enrollment window.
- Get the price right - prices will vary depending on level and subject, we can work with you on the optimal price when developing your new course
- Think about collaborating with industry partners who will add credibility and refer traffic
- Choose SEO-friendly titles
- Impactful trailers help drive higher a course description page conversion
To wrap up…
We’re really excited about the future of microcredentials, especially with the rise of stackable credits (including Nottingham Trent University’s new stackable microcredentials) and the introduction of the LLE making it easier for people to invest in lifelong learning. Now, we’re on the hunt for new microcredentials that will arm our learners with the most in-demand career skills.
If you’re interested in launching a microcredential on FutureLearn, we’d love to talk. Please reach out to your partnership manager or email email@example.com