Over the past few months, we’ve been reviewing and refining our platform transformation plans to refocus our immediate efforts on revenue growth. We’re aiming to increase our reach and convert more traffic into enrolled learners.
There are three major streams we’re focusing on as we enter into the delivery stage.
First, we’re looking at the learner web experience and our underlying e-commerce capabilities. Our shop front attracts more than 2 million unique visitors a month, but behind the scenes, all the functionality has been built in-house and evolved over the last 11 years. Our capabilities to attract and convert more traffic are lagging behind modern e-commerce capabilities that are available through SaaS platforms.
For example, our bounce rates are high, as visitors coming to the site are unable to easily navigate and find the right course. Our search and browse experience doesn’t meet customer expectations set by analogous web experiences. And, as you may know, we can only merchandise and sell content that exists on the FutureLearn platform.
Our goal is to build best in class e-commerce capabilities. This will allow us to create a better customer journey, help visitors find the right next course, and crucially, merchandise courses that do not exist in FutureLearn’s Course Creator.
This last step means we’ll be able to add courses you may have on other LMS’ into our learner experience. For the learner, this means we can rapidly increase the content they have access to, in particular with microcredentials, professional certifications and degrees.
Secondly, we’ll be adapting our Learning Manager into a fit for purpose B2B solution. Whilst much of the necessary core functionality exists, we still need to do some work to create the expected user experience for administrators to enrol learners, curate courses, and manage their learner experience. Developing our B2B solution will allow us to participate in both the University market and in the Corporate market – bringing more learners to the platform.
Finally, we’ll be launching our mobile app. Our app has a mobile native learning experience for enrolled students, and we’ll be using the app to fast-track testing of innovative new features for learners, from career-based skills and course recommendations to gamification and community features.
Across all streams, we’ll work in an agile delivery fashion, releasing functionality as we go. Look out for a new, refreshed homepage, with updated journeys for career-based learners – coming soon!
Terminology on this page that you aren’t familiar with? Check out our glossary.