Would you create a separate homepage for .0042% of your customers?
Probably not.
What if they drove 33% of your revenue?
🧵
Coursera has over 77+ million users across the globe.
Yet, they drive 1/3rd of their revenue is from only about 3,000 accounts.
Who are these mega spenders?
Businesses!
It hasn't always been like this.
Coursera started by targeting basically everyone who wanted to learn.
Now they use a hybrid model that targets both businesses & individual learners.
They wanted to become a "university for companies" instead of just offering general courses
This might sound like a no-brainer, but Coursera doesn't direct their business users to their main homepage.
As you can see, the messaging, call-to-actions & more on this page is built for business users.
The Coursera for Business page focuses on creating "true business impact."
While the Coursera homepage wants to help someone "learn without limits."
One quick look at these pages illustrates exactly how different their customer bases are.
And how tough it is to balance them.
And once you land on the Coursera for Business page, it's pretty hard to get to the main site.
That is the point.
They want to keep business users in a walled garden, where the messaging & positioning are tailored directly to them.
From the Chatbots, to the CTAs, & eBooks, each pushes the users towards a salesperson or conversion.
Coursera knows that its business users have very unique needs.
And will pay A LOT of money to have those needs met.
All of the value propositions, features, content & more are perfectly positioned for a business user.
It almost feels like you're interacting with a different brand.
Some new business users might not even know they offer individual courses!
That's because they have split the two user bases SO WELL.
And not many brands have been able to do this right.
But Coursera has made a lot of deliberate steps to ensure each side of the business stays wholly separate.
Now if you want to see exactly how @coursera:
✅ Creates effective B2B messaging
✅ Leverages chatbots & salespeople
✅ Matches search intent of decision-makers
First, follow @FoundationIncCo.
And then check out the whole teardown here: foundationinc.co/lab/coursera-b…
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