Testing Hypotheses with Amplitude
Retention has become one of the main indicators of business success today: the better the experience within a platform, the more likely users are to return and make new purchases—or, in Crehana’s case, renew their subscriptions.
One of the key business questions was understanding how students were using the platform and how to encourage them to complete courses and consume new content. They already knew that usage was directly linked to retention, so their focus was on motivating students to complete lessons and continue learning.
This is how Academies were born—a new feature inside Crehana where, instead of individual courses, students could follow more complete learning paths grouped by subject.
The hypothesis was that students would be more motivated to finish their lessons if they had more than one course on a topic and a more structured curriculum—ultimately increasing the likelihood of renewing their subscriptions.
But did Academies actually help students finish more classes?
From the very beginning of the test, Amplitude served as the source of truth for all data. Using an event segmentation chart, Crehana compared the behavior of students enrolled in Academies with those who weren’t. The results showed:
+25%
more courses completed by students enrolled in Academies.
+30%
more hours of content watched by students in Academies.
88.1% of users enrolled in Academies completed their lessons, compared to only 62.4% of non-enrolled users. Not only that—Academy students also spent, on average, nearly 30% more time studying than those taking standalone courses.
Unlocking New Possibilities
Thanks to Amplitude, Crehana was able to unlock insights into user retention and product usage. They now have access to key metrics displayed in specialized dashboards, allowing them to explore new development opportunities. With a 360° view of their product, the teams across Product, Marketing, and Education are now empowered to make data-informed decisions based on accurate and reliable insights.
For example, through event segmentation analysis, they identify which Academies have the highest number of enrollments and which are the most popular. This information is used by the Education team to evaluate topic demand, create new Academies, and optimize the course catalog to drive more enrollments.
“I’d like to highlight the support and guidance from Product Minds. They’ve been incredibly helpful in our Amplitude processes, and I know we’ll continue learning a lot about our product with this tool.”
— Andrea Cenzano Montera, Product Owner at Crehana
