In the first year since its launch, Skill Finder has enjoyed tremendous growth and widespread adoption, jumping from 3,500 visits the first month to more than 320,000 overall so far. After starting with 500 courses contributed by Adobe and the other 13 founding partners, Skill Finder now offers more than 3,000 courses from over 30 providers.
From the start, Adobe Analytics has helped guide this growth by providing actionable insights into areas such as user preference, behaviour, and demographics. The team used these learnings to aid in how they refined the usability of the site, how they recruited partners and curated courses, and how they targeted recruitment campaigns at certain user populations.
For example, the team saw that soft skills courses such as “3 Skills for Success at Work” were proving more popular than they had anticipated, so they recruited more providers of business skills courses.
More than two-thirds of visitors self-identified as beginners, since many of them were coming from industries like tourism, which was greatly impacted by the pandemic, and were looking to build new skills in support of career shifts. This insight led the team to make changes to the site’s design and usability, such as simplifying the search function, adding sub-categories, and providing more personalised course recommendations.
Analytics that geographically pinpointed the regions of Australia with the highest and lowest demand told the marketing team where to target their promotional efforts. At the same time, data on the effectiveness of various marketing channels helped direct their spend on online tactics like PR, display advertising, and paid search most effectively.
“We use insights from Adobe Analytics to inform our citizen uptake strategies and to continually enhance the user experience,” Horne says. “As a result, we’ve seen big increases in course enrollment.”
The ultimate goal of all these efforts has been first, to drive visitors to the Skill Finder site, and second, to have them enroll in skill-building courses. The conversion rate of visitors to enrollees has averaged an amasing 22% and risen to more than 40% via some channels, thanks largely to the team’s ability to translate analytics insights into real-life improvements across all program areas.