Cengage

Certification signups came through a wide network of partner institutions, and Cengage could not see how people moved through the e-commerce funnel across them — or test and improve conversion systematically.

Approach

• ✓

  Set up GA4 funnel tracking across all partner institutions, kept consistent so the data stayed comparable

• ✓

  Instrumented each stage of the certification e-commerce funnel and built reporting on where enrollments came from and where they broke down

• ✓

  Led the CRO team in standing up their experimentation program, so improvements were driven by evidence rather than opinion

Outcomes

• ↑

  Full-funnel visibility into certification signups across all partner institutions

• ↑

  Working experimentation program continuously improving conversion

Stack & Tools