Insights Gathered:
As Codecademy reviewed the responses a distinct theme started to emerge. They were doing a much better job recruiting and converting hobbyists than they were at converting career oriented users. And both of these users wanted really different things. Hobbyists were very price conscious where career learners really wanted step-by-step guides and self-paced learnings. Both users are valuable to the Codecademy business, but the career learners are where they generate most of their revenue.
Actions:
Taking the scaled analysis of their open-ended responses from Sprig’s AI they then had a roadmap for how to optimize their messaging, conversion, and product experience for each type of user.