02-09-2024 06:27 AM - edited 02-09-2024 06:40 AM
Hello Instructors!
In the ever-evolving world of online education, staying ahead of the curve is paramount for both instructors and learners. That's why we're excited to bring you an exclusive opportunity to dive deep into the insights and strategies shaping the future of Udemy, directly from the source. Posted above is a special replay of our recent Ask Me Anything (AMA) session with Genefa Murphy, Udemy's Chief Marketing Officer.
In this one-hour session, Genefa fields a wide range of questions from our Udemy Instructor community. From the latest marketing strategies to enhancing course visibility, to the intricacies of course pricing in today's dynamic market, Genefa offers valuable insights that will empower instructors.
Below is a summary of the types of questions that were asked during the live session. These questions reflect a wide range of interests and concerns from the Udemy community, including marketing strategies, instructor support, course quality and differentiation, pricing and promotional tactics, platform features, and partnerships.
We'd love to know which part you found most insightful, leave us a comment below!
02-09-2024 09:44 AM
I appreciate this information, thank you for sharing.
Really curious about "declining effectiveness of email and social media marketing..." That makes no sense, neither is declining, and I don't see another option, that is the main reason I will watch...Out of curiosity for this outrageous statement.
02-20-2024 06:47 PM - edited 02-20-2024 06:47 PM
Hi SoyMarketer (Alex) - so this is context dependent e.g. per segment and also per country. In some countries as an example social is on the rise and that's why we are looking at new channels (for Udemy) like SMS and Whats' App and in other countries we see that social is good for engagement but not conversion. In the case of email - it remains one of the most cost-effective channels for B2B but in some cases, open rates or CTR on email are declining as prospects get bombarded with too many emails, one survey found I think it was ~60% of B2B felt overwhelmed by the number of emails they receive (add to that the ever-evolving GDPR and CCPA etc) so, we have to ensure we are creating a balance of channels that will both inform and yield an action like a click-through or further engagement. It also depends on how effectiveness is measured e.g. cost-effectiveness may be good in aggregate but direct conversion and contribution may be lower compared to other channels.
03-04-2024 08:40 AM - edited 03-06-2024 10:32 AM
Hi @GenefaMurph976 , I was the one that asked about the possibility of turning on a second landing page when we want to do A/B testing.
The entire Udemy marketing funnel is optimized, except for the most important part of all, the landing page. I just made some small changes to my landing pages, just blindly on instinct. But for all I know I reduced conversion rates. I make a change every couple months or so, because I have no data, so just kind of thrash about. Could be making it worse and worse, I have no data to tell.
Can you imagine what would happen if instructors had the ability to test a second landing page? The landing pages would get better, and better, and better. Everybody would benefit from that.
03-27-2024 09:38 PM
Thanks @WilliamStewart in discussions with the internal teams on feasibility
03-08-2024 02:49 PM
Thanks @WilliamStewart im going to flag this to the PDE team and see what is isn't possible.
03-08-2024 05:29 PM - edited 03-08-2024 06:49 PM
Thanks @GenefaMurph976 . Of course, it would need a good use case workflow. Here is one idea of what it could look like. In brief:
One could improve this easily, probably innovate for some time.
Release V2: On each page, a copy button. On the B page, "Copy A to B", for when the instructor wants to modify their usual A page on the B page. And on the B page, "Copy B to A", for when the B page is found to work better and the instructor want to make that the default A page.
Release V3: Every time the B page is activated, or changed, Udemy resets conversion comparison statistics and starts measuring the difference in performance, and provides an email when appropriate to the instructor such as:
Many of the instructors on Udemy are more than sophisticated enough to use this A/B test functionality to steadily improve their landing page. This would result in steadily improving conversion statistics, and benefit both Udemy and instructors.
If only we had data, we would no longer be blindly making updates to our landing page, with no idea if they are improving conversions, and perhaps half the time probably just making conversion worse.
Thanks,
Bill
03-31-2024 06:30 AM
Hi @GenefaMurph976 , I just noticed you replied to my first comment. Just checking - did you see my second comment, directly above, with the draft workflow and automated email suggestions? I think they really make it work for both instructors and Udemy...
Thanks,
Bill
03-11-2024 03:53 AM
Great opportunity to gain insights straight from the source!
Thank you for sharing the replay of the Ask Me Anything session.
It's fantastic to see marketing strategies, course pricing and beyond. I'm particularly intrigued by the discussions around marketing tactics for instructors and the potential implementation of AI features. Truly valuable information!
Thanks a lot! Best wishes,
03-19-2024 10:07 PM
I found them extremely interesting the “Landing Page A/B Test” and "Feature for tipping instructors" items,
Thank you very much for sharing them Genefa,
A Hug and GOOD LIFE TO RESTLESS MINDS!
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