Gamified educational website conversion optimization

Velimir Štavljanin, Uroš Šošević, Ivan Milenković

E-Learning

• Learning over the Web?

• VLE/MLE

• E-Learning advantages

• E-Learning disadvantages

• Motivation

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Gamification

• Gamification has received most attention in the fields of e-commerce, marketing, innovations, human resources, but it has also received some attention in the field of education

• Applying gamification techniques may result in strengthening learner’s motivation

• Game mechanics(challenges, competition, cooperation, rewards) stimulate students to participate more actively in the learning process

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Web conversion

• Conversion is commonly measured by conversion rate

• Conversion rate is defined as percentage of visitors exposed to a campaign who take the desired action of that campaign

• Conversion can be macro and micro

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Research stages

1. Analyze current state of web analytics

2. Define new goals, in order to improve student conversion rate

3. Analyze funnels in accordance with new goals

4. Use of gamification techiques for conversion optimization

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Page views per course

Course Type Page PageviewsUnique

Pageviews

Avg. Time

on PageEntrances

Bounce

Rate

%

Exit

Introduction to

information

technologyO

/nastava/osnovne-

studije/oikt/

35549 26292 142.03 25925 46.88% 45.89

%

Operating systems

and computer

architectureO

/nastava/osnovne-

studije/aros/

10921 7443 232.78 2310 55.50% 46.69

%

Computer

networks and

telecommunicatio

ns

O

/nastava/osnovne-

studije/rmt/

5843 4116 91.77 1520 48.62% 37.60

%

Multimedia

E

/nastava/osnovne-

studije/multimedij

i/

1335 985 130.23 397 56.93% 49.59

%

Computer security

E/nastava/osnovne-

studije/zrs/

215 173 35.74 17 5.88% 19.53

%

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Page views – Google analytics

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Obligatory course - Computer networking and telecommunications

Elementary course - Multimedia

Identified problems

• Obligatory courses on higher years, do not have uniform number of visits during the semester

• Limited interest for some of the elective courses

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Conversion optimization

• Hunt proposed process of conversion optimization with the following three steps:

– Modeling site’s funnels

– Analyzing funnels

– Optimizing funnels

• Conversion rate is percentage of users who enter the funnel and completed the goal.

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Goals for obligatory course of Computer networking

• A more uniform distribution of number of page views during the semester

• More uniform distribution of average time on page

• More uniform distribution of course materials downloads (textual files in .pdf format and .ppt presentations)

• Redirection on additional content

• Bounce rate decrease.

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Goals for elective course of Multimedia

• Increase in number of page views

• Increase in average time on page

• Increase in number of course materials downloads.

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New website design

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New website design

• Each landing page will be customized for special target group

• A/B and multivariate testing will be performed in order to compare current and new approach

• Gamification techniques will be used on landing and course pages

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Conclusions

• Because there is already a running web site with preset goals, analysis was performed before modeling phase in order to define a new set of goals.

• Analysis of existing data has shown that content download and student engagement are not on a satisfactory level.

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Conclusions

• Evaluation of set goals will be performed during the winter semester of 2014/2015 academic year

• Currently, landing pages for obligatory and mandatory courses are in development.

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Thank you for your attention!

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