Chegg PrepSheet

Increasing traffic and conversion by leveraging off-channel platforms and inviting users to the Chegg experience

Timeline: July - September 2024 ( 12 weeks )

PROBLEM

Traffic and subscriptions to Chegg were lower than usual during one of our busiest seasons, the start of the school year, profoundly affecting our earnings.

SOLUTION

Meet students where they are and nudge them to visit Chegg to enhance their study experience.

We recognized an opportunity to meet students where they were already learning; on YouTube.

  1. I collaborated with my team to develop a Chrome extension that served as a gateway between YouTube and Chegg.

  2. Key features of the extension included:

    • Automatic summarization of educational videos

    • Extraction of key concepts to aid comprehension

    • Bite-sized study materials surfaced alongside the videos

    • Contextual links to Chegg for students to explore topics in greater depth

  3. This enabled students to experience the value of content and learning tools available to them at Chegg.

We sent out a survey to college students to understand their learning habits.

  1. We found that an overwhelming number consistently used YouTube as their primary learning resource.

  2. Students preferred YouTube over traditional textbooks and learning management systems.

  3. Key reasons included:

    • High accessibility

    • Diverse and abundant content

    • Visual and engaging explanations that simplified complex topics