The old way of elearning follows classical education

I have 7 updates for you this week.

1. On my mind

“Over the last 5 years, we've conducted many hundreds of user interviews at CXL. Maybe over a thousand.

There are many things we've learned, but one non-obvious insight is this: most people sign up for an online course because they have a task at hand.

Very few people are long-term strategic about their learning - e.g. "I need to become a VP Marketing in 3 years, I'm missing these skills, so I'm now gonna work on acquiring these skills." It's rare.

How most people sign up for a course:

"I need to get this thing done, but I'm not sure what's the best way to go about it. Oh here's a course on this stuff, maybe that'll do it."

The problem is, if you need to learn how to do this one very specific thing, but now you get a 9-hr course on "everything you need to know about X", it's actually not catering to this use case.

Online courses are great from going from A to B, zero to hero.

But they don't serve the majority of the people who are looking to get something done - well - right now.

Traditional elearning has been modeled after classical education systems. There's a place for it, of course - but it's 100% focused on "from zero to hero" use case. If that's what you're after, awesome.

Most people want to learn, but don't have the time for it. On top of this, your boss always asks you "did you ship XYZ?", not "did you do your learning?". You get judged on the work you ship.

That is why just-in-time learning is actually what most people need.

Just-in-time learning is focused on meeting the learner’s need when it arises, rather than pre-scheduled education sessions that occur regardless of the immediacy or scope of need.

"How do I build a messaging house?" --> "Here's how to build a messaging house"

"How do I set up events with Tag Manager?" --> "Here's how to set up event tracking in GTM"

"How to validate my positioning with my ICPs?" --> "Here's how to validate your positioning"

Most people need a new kind of educational product, one that is task-focused, not discipline-focused.

Go check out CXL Playbooks here."

-Peep

2.  CXL turns 10: Join us in Austin on Nov 17th

It’s been 10 years since I wrote my very first blog post for ConversionXL. A lot has happened since. It’s time to celebrate.

Come join me for this 1 special day. We’ll celebrate CRO and experimentation, listen to interesting people, say happy birthday to CXL and hang out. The focus is on the people: meeting friends, new and old.

It's a one-day conference and a celebration.

Info and tickets here.

3. New on the blog

Email marketing strategy: collecting subscribers, users & loyal customers

Is the money really in the list? Here's all you need to build a successful business, with a strong email marketing strategy.

4. Upcoming events

Jennifer Warren's AMA Session

Join Jennifer Warren, VP of Global Brand at Indeed and Brand Strategy instructor. She will be answering any questions you may have about all things brand. 

Save your spot on 10/13 11:00 AM CST.

To take full advantage of the AMA session, enroll on the brand marketing minidegree.

5. Latest episode on "How to Win"

Colin Nederkoorn, Founder and CEO at automated messaging platform, Customer.io. We hear about the advantages and risks of focusing on innovation, the challenges of building a culture of excellence within a remote company, and the power of having a strong vision. I weigh in with my thoughts on product-based differentiation, new ways of management, out-competing the competition, and personal brands.

Stay tuned on Spotify, Apple Podcast or your favorite podcast platform.

6. CXL talent pool

CXL talent pool makes it much easier for open talent to work with top brands when they are ready to hire someone who matches their requirements - landing more hiring opportunities while spending less time.

If you are open to new job opportunities as a talent, join here.

Want to hire the top digital marketers? Apply here.

7. How to use automations to scale your experimentation efforts

Medha Umarji, Director of Experimentation at Fanatics helped scale the company's testing from 5-10 tests per month to 50-70. Ben Labay, host of the Testing Insights show chats to Medha to find out she is leveraging experimentation automation to increase velocity, decrease down time and decision making, and gain 50% of their wins from iterations.

Watch now. 

Our address: 901 S Mo Pac Expy, Suite 150, Barton Oaks Plaza One, Austin TX 78746

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