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Project Name

Adobe Analytics Integration for Enhanced User Insights and Conversion Optimization in EdTech

Industry
EdTech
Technology
Salesforce Experience Cloud

Overview

Our EdTech company’s client needed a deeper understanding of user behavior across their website to enhance engagement, address drop-off points, and optimize the conversion path. Without visibility into user navigation and interaction, the team found it challenging to make strategic improvements that drive user satisfaction and conversions. They were looking for a partner who could help them with the integration of Adobe Analytics so that they could gather actionable insights into user behavior and achieve business goals.

edtech-overview

Challenges

edtech-challenges
  • Identifying Drop-Off Points: The client faced difficulties in pinpointing where users abandoned the website during key moments in the journey, such as checkout.
  • Data Privacy and Compliance: Ensuring data collection aligned with privacy regulations, such as GDPR and CCPA, posed a challenge.
  • Managing Multiple Environments (Dev, Staging, Production): The client struggled with maintaining data integrity across development, staging, and production environments.
  • Inconsistent Visitor Identification: The client experienced complexity in achieving consistent user identification across devices and sessions.

Our Solution

The Ksolves team provided a comprehensive solution to our client that we have mentioned below:

  • We have implemented Salesforce Experience Cloud Flow analysis ( Pathing Analysis ) to identify the drop-off points efficiently. Flow Analysis shows the paths users take through your site, including where they navigate from and where they go next.
  • We have the page IDs for the previous pages the user has been on, and combining this with the current page will be sent as a path to identify the journey the user has been on the application.
  • To comply with data we have used Experience Cloud ID ( ECID ), which assigns a unique ID for each user without using personally identifiable information (PII). ECID enables accurate tracking without collecting PII, reducing compliance risks and ensuring a privacy-focused tracking approach.
  • Our team tackled the multiple environments issue using the Adobe Launch tool, after setting up different environments in Adobe Launch, it provides different keys associated with each environment. Now, these keys were provided in the environment variables on respective environments to let Adobe know which environment is triggering that request.
  • The Inconsistent Visitor Identification was also fixed by using the ECIDs, as it is different for each user. An API call is triggered to Adobe to get the ECID, which then is sent in the payload of each Adobe call to let the platform know which user is associated with which analytics call.
Results After Ksolves Salesforce Experience Cloud Implementation
  • Enhanced Understanding of User Behavior: The client can identify user entry points, navigation paths, feature usage, and actions within the app, helping them to understand what users find valuable or challenging.
  • Drop-Off & Conversion Funnel Analysis: Helped to track critical drop-off points in the user journey and analyzed conversion funnels to understand where users left the app or failed to complete key actions. This insight optimizes areas that hinder conversions.
  • Segmentation & Personalization: Segmented users based on behaviors, demographics, or engagement levels, enabling tailored content and personalized experiences to meet user needs.
  • Optimized Onboarding and Retention: Analyzed user paths during onboarding to streamline the process and retain new users by addressing common pain points or areas of confusion.
  • Data-Driven Decision Making: Provided actionable insights for product, design, and marketing teams, facilitating evidence-based decisions that improve the app's usability, engagement, and overall user satisfaction.

Conclusion

Through the integration of Adobe Analytics, Ksolves enabled our EdTech client to gain a comprehensive view of their users’ journey, providing insights that transformed user behavior data into strategic improvements. Our solution addressed critical challenges such as drop-off identification, data privacy compliance, environment management, and consistent user tracking across devices. The enhanced data allowed the client to optimize user experience, tailor content through segmentation, and make informed decisions to drive higher engagement and conversion rates. Ultimately, our approach empowered the client to meet their business objectives and deliver a seamless, engaging experience for their users.

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