Want to grow your e-learning business? Start by analyzing your competitors.

Competitor benchmarking is the process of comparing your e-learning platform to others in the market to identify areas for improvement and opportunities to stand out. By looking at metrics like pricing, engagement, and technology use, you can make data-driven decisions to improve your offerings and boost performance.

Key takeaways:

• Why it matters: The e-learning market is growing at 14.7% annually (2023–2031), but many platforms face stagnant growth. Benchmarking helps uncover strategies to attract and retain users.
• Success examples: A 2025 case study showed an EdTech company increased engagement by 25% and subscriptions by 30% after analyzing competitors’ gamification and offline features.
• What to analyze: Pricing models, course completion rates, mobile usability, SEO rankings, and emerging technologies like AI and gamification.
• How to start: Identify direct, indirect, and tertiary competitors. Use tools like Semrush, SimilarWeb, and SparkToro for research.
• Actionable steps: Focus on improving user experience, refining pricing, and addressing gaps in your content or technology.

How to Do a Competitive Benchmark Analysis

Why E-Learning Businesses Need Competitor Benchmarking

The e-learning market is on track to grow at an impressive 14.7% annual rate between 2023 and 2031. But let’s be real – growth across the industry doesn’t automatically mean success for every platform. Many e-learning businesses face stagnant user numbers despite hefty marketing budgets, struggle with pricing that doesn’t resonate, or deal with low course completion rates. These issues can directly hurt profitability and market standing.

Competitor benchmarking turns these challenges into opportunities. By studying how competitors attract students, structure pricing, and retain engagement, you can uncover actionable strategies. Take this example from July 2025: an EdTech SaaS company benchmarked 12 competitors and learned that students were drawn to gamified features and offline access. After implementing these and adjusting pricing for regional markets, they saw a 25% boost in engagement and a 30% surge in subscriptions within just one quarter.

The numbers back this up. Companies that define clear KPIs through benchmarking are 1.7 times more likely to achieve profitability goals, and aligning strategies with benchmarking insights results in 65% more projects meeting their original business objectives. These results highlight why benchmarking is a must-have approach, not an optional step.

Main Benefits of Benchmarking

Benchmarking can uncover where you’re losing money – or missing out on it altogether. For example, high customer acquisition costs (CAC) often indicate that competitors have found more cost-effective marketing strategies. By analyzing competitors’ SEO rankings, social media strategies, and PPC campaigns, you can identify which keywords and audiences are driving conversions.

Pricing missteps are another common issue. If your courses cost more but don’t offer clear added value, you risk losing students. Benchmarking helps you catch these gaps. Maybe your platform lacks a low-cost option for students, or your pricing model doesn’t fit local preferences. For instance, while North American institutions often prefer annual subscriptions, regions like Asia and Africa tend to favor pay-as-you-go or revenue-sharing models.

Low course completion rates? That’s usually a sign of engagement problems. Competitor reviews and social media chatter can reveal recurring issues like clunky mobile usability, lack of interactivity, or poor support. Fixing these problems can lead to better retention. Research shows that reducing customer effort can increase spending by 23%, while improving satisfaction can drive spending up by 37%.

Technical issues also play a huge role. Websites with over 100 4xx errors frustrate users, leading to lost conversions. In fact, 62% of users won’t convert after a bad mobile experience. Benchmarking your site’s speed and accessibility against competitors can help you spot weaknesses – like a mobile page speed score under 50, which can be a major turnoff.

Market Trends That Make Benchmarking Necessary

The e-learning world moves fast, and if you’re always reacting, you’re already behind. As Mallika Kazim, Senior Business Advisor at BDC, says:

"Don’t wait until a competitor launches a new product before changing your strategy, otherwise you might end up in a reactive position to market changes. You want to be proactive."

Take AI-driven personalization, for example. Many platforms now use machine learning to create adaptive learning paths and automated content recommendations. Companies incorporating AI into their benchmarking processes are projected to see a 25% boost in efficiency by 2025. If you’re not tracking how competitors use AI, you could miss a critical shift.

Similarly, gamification and mobile-first design are no longer nice-to-haves – they’re expectations. Leading platforms are engaging users with gamified lessons, interactive quizzes, and virtual workshops. This is especially vital in emerging markets, where many learners rely solely on smartphones for access.

Lastly, the trend is shifting toward niche content over broad, generalist offerings. Platforms focusing on specific areas – like cybersecurity certifications, healthcare compliance, or freelance creative skills – are outperforming their more generalized peers. Benchmarking helps you identify these underserved niches before they become saturated. And with 93% of users never clicking past the first page of Google results, understanding how competitors dominate search rankings in these areas is essential for staying visible.

How to Identify Your E-Learning Competitors

The first step in effective benchmarking is identifying your competitors. This helps you align your strategies with market trends and understand how others are meeting your audience’s needs. Competitors can be grouped into three main categories:

• Direct competitors: These offer the same product to the same audience. For example, if you run a Python coding bootcamp, Udemy‘s Python courses would fall into this category.
• Indirect competitors: These provide a different product but fulfill a similar need. A traditional computer science degree program might be an indirect competitor to your bootcamp.
• Tertiary competitors: These are loosely related offerings that could pivot into your space. For instance, a tech blog offering free tutorials might later introduce paid courses.

Once you’ve categorized your competitors, it’s time to identify the key players using targeted methods.

Practical Ways to Pinpoint Competitors

Start by researching the top 50 search results for your product category. Look beyond branded terms and focus on general queries like "language learning apps" or "project management certifications" to uncover competitors you might otherwise miss. Pay attention to ads displayed in these searches – they often highlight emerging players.

Another valuable approach is consulting your customers. Ask them about the other brands they considered before choosing your service or what alternatives they’d turn to if your platform disappeared. This can reveal competitors you might not have considered, such as free YouTube channels or subscription-based learning platforms. Your sales team can also provide insight into which competitors prospects often mention during discussions.

Techniques to Analyze Competitors

Once you’ve identified competitors, use these methods to gather deeper insights:

• Business intelligence tools: Platforms like Crunchbase can reveal funding history, while LinkedIn shows employee growth trends. Glassdoor can provide clues about internal culture and potential weaknesses. For instance, a competitor doubling its headcount or securing major funding likely signals expansion plans.
• Customer journey mapping: Sign up for competitors’ newsletters, trial accounts, or even make a purchase. This allows you to observe their onboarding process, customer support, and other touchpoints to spot areas where they might fall short.
• Social listening and job listings: Tools like social listening platforms can track CEO interviews or company announcements. Job postings can also reveal strategic changes. For example, a listing for a "Head of AI Development" could indicate upcoming AI integrations.
• Revenue estimation: Estimating private company revenue can be tricky, but a simple formula from Jason Lemkin, Founder of SaaStr, suggests multiplying employee count by $150,000 for well-funded startups or $200,000 for less-funded ones. For example, a company with 50 employees might generate around $7.5 million annually.

These steps lay the groundwork for more detailed analysis using specialized tools.

Tools for Competitor Research

Once you’ve identified your competitors, several tools can help you gather precise data about their strategies and performance:

Semrush, for instance, can uncover "keyword gaps", showing where competitors rank for terms you might be missing. SimilarWeb provides traffic estimates and referral sources, while BuzzSumo highlights popular competitor content based on social shares and backlinks. For video strategies, VidIQ tracks metrics like "Views Per Hour" on YouTube, helping you identify evergreen topics. SparkToro reveals where your competitors’ audiences spend time online, from specific podcasts to social media platforms. Lastly, BuiltWith offers insights into the technology stacks competitors use, such as learning management systems or email tools.

Don’t overlook free resources. The Facebook Ad Library lets you see all active ads from competitors on Meta platforms, while SparkToro includes a limited number of free searches each month. Additionally, tapping into industry networks can help identify competitors that digital tools might miss.

Key Metrics to Track for E-Learning Benchmarking

Once you’ve pinpointed competitors and chosen analysis tools, it’s time to focus on the metrics that matter. These numbers reveal how well your platform engages users, generates revenue, and scales over time – critical insights for shaping business strategies.

User Engagement Metrics

Engagement metrics show how learners interact with your platform and whether they keep coming back. For instance, Weekly Active Users (WAU) is a key measure of "stickiness", with 60% of users engaging weekly being a common target. High-performing platforms often see course completion rates above 70%, compared to an average of 50%. Spending over 30 minutes per session and 15+ hours per month can increase retention by as much as 70%, while dropout rates below 15% are linked to higher satisfaction levels.

"Time spent on a learning environment not only assesses engagement but also provides actionable data for continuous improvement." – Grady Andersen, MoldStud

Interactive features like quizzes, videos, and forums can boost retention by 20–30%. Gamification elements – think leaderboards, badges, and points – can increase participation by up to 60%. Another crucial metric is the Day 1 activation rate, which measures the effectiveness of onboarding. Education platforms often fall 21% below the cross-industry average in this area.

Revenue and Pricing Models

To stay competitive, study how others monetize their platforms. In 2023, the global e-learning market surpassed $300 billion, with a mix of subscription and one-time purchase models. Subscriptions typically range from $10 to $30 per month for individuals, while single courses cost anywhere from $50 to $300. On marketplaces, prices are often slashed to $10–$30.

Average Revenue Per Account (ARPA) is a critical metric here. A rising ARPA signals effective pricing and messaging, while a decline could indicate market challenges. For platforms with ARPA exceeding $1,000 per month, upsells and cross-sells can account for 40% of additional revenue.

"The most valuable benchmarking insights often come from understanding not just price points, but the underlying pricing philosophy of competitors." – Patrick Campbell, Founder of ProfitWell

To compare pricing effectively, create "market baskets" of similar features across competitors. Adjust for differences using a feature-to-price ratio and keep an eye on discounts, seasonal promos, and contract lengths. Fun fact: a mere 1% price improvement can boost profits by 11–12%.

Scalability and Market Reach

Scalability metrics reveal your potential for growth and market penetration. Track daily, weekly, and monthly new user growth rates to gauge expansion speed. Enterprise education platforms tend to grow 9% faster daily than the industry average, while startups see about 6% faster growth.

Geographic reach and employer recognition also play a role. In North America, 70–75% of employers accept online credentials for entry-level jobs, compared to just 35–45% in Latin America and Africa. Meanwhile, professional certificate enrollments in India and Southeast Asia have surged by 120% year-over-year. With 40–60% of sessions coming from mobile devices, ensuring mobile accessibility is non-negotiable.

B2B models are another area to watch, as corporate accounts now make up nearly 40% of enrollments in some sectors. For these models, seat utilization – the percentage of purchased seats actually used – is a telling indicator, averaging around 72%. Completion rates also vary by learning model: public MOOCs see 5–15%, self-paced paid courses range from 15–45%, and cohort-based courses achieve 40–70%.

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Technology and Content Strategy Analysis

Benchmarking isn’t just about pricing or engagement metrics – it also involves understanding how technology and content strategies fuel success. The rapid growth of the e-learning market highlights how advanced tools and innovative approaches are reshaping the landscape.

Emerging Technologies Competitors Use

AI-driven personalization is revolutionizing how content is delivered. Competitors are leveraging machine learning to create adaptive learning experiences that adjust in real-time based on factors like job roles, departments, and individual skill gaps. Tools like Canvas AI Studio and Brightspace‘s Creator+ employ generative AI to automate tasks such as creating syllabi, course materials, and rubrics, cutting down production time significantly . By 2025, 91% of L&D professionals plan to integrate AI into digital learning strategies, with 60% focusing on content creation.

A case in point: In 2024, Aramex’s Global Director of L&D, Roxane Deschambault, introduced an AI-powered authoring tool with auto-translation capabilities. This innovation enabled the company to train 17,000 employees across 42 countries, while accelerating e-learning content creation by 3×.

"While it’s tempting to use all these new AI tools to just churn out more and more content, don’t do it! Let’s not create a digital learning version of the Great Pacific Garbage Patch." – Cammy Bean, Senior Solutions Consultant, Kineo

Other technologies, such as AR and VR, are gaining traction in high-risk training scenarios, particularly in healthcare and manufacturing. These tools provide immersive, distraction-free environments for safe practice. Predictive analytics is also making waves, helping platforms track engagement patterns to identify at-risk learners and intervene before dropouts occur .

These tools are shaping how platforms deliver content, aligning with evolving learner expectations and demands.

Content Delivery Formats

New technologies are also influencing content delivery methods. Microlearning has emerged as the go-to format, with 94% of learners preferring short, focused lessons over lengthy lectures. Breaking courses into 5-15 minute modules fits seamlessly into daily workflows and enhances completion rates. This is particularly true for mobile learning, where 60% of new enrollments now occur. The global market for microlearning platforms is projected to grow from US$3.0 billion in 2025 to US$7.8 billion by 2035.

Cohort-based learning is replacing passive MOOCs, offering a more engaging and interactive experience. While traditional self-paced courses see completion rates of just 5-15%, cohort-based programs achieve 40-70% by incorporating peer interaction, graded assignments, and structured deadlines. Gamification – using leaderboards, badges, and points – can further boost engagement by up to 60%.

"Gamification can be a great way to engage learners and make content stickier. It helps learners see the relevance and application of what they learn." – Karl Kapp, E-learning Expert

Companies are already seeing results from these strategies. Pret a Manger’s "Academy" platform blended online and in-person learning with analytics to track performance, driving improvements in sales and customer service. This initiative earned a Princess Royal Training Award, as noted by Head of Operations David Catoni. Similarly, Automox used Skilljar’s external education platform to cut customer onboarding time by 75%, under the leadership of Customer Education Manager Sara Anderson.

With mobile-first designs becoming a priority, responsive platforms and offline apps are essential to meet user demands, especially as video continues to dominate training content .

How to Apply Benchmarking Insights

Building on your competitive research and metric tracking, this section dives into turning insights into measurable improvements.

Converting Data into Action

Collecting data is just the beginning; the real value comes from transforming it into actionable changes. Start by identifying content gaps where competitors fall short. For example, if your research shows that competitors aren’t catering to specific professional niches or user segments, you’ve uncovered a chance to stand out. By addressing these underserved areas, you can boost engagement and attract new audiences.

A helpful tool here is the ERRC framework: eliminate rarely-used features, reduce spending on non-essential elements, raise quality in critical areas like instructor response times or mobile usability, and create offerings your competitors lack.

Small changes can lead to big results. Simplify registration, smooth out the checkout process, and make navigation easier – these steps can increase customer spending by up to 23%. Want to go deeper? Try mystery shopping your competitors. Submit inquiries to see how quickly they respond, analyze their follow-up processes, and check how easy it is to book a service. Every barrier you remove strengthens your position in the market.

When it comes to pricing, use competitor benchmarks to guide your strategy. A/B test subscription models and discounts to find what resonates best. Customer satisfaction is another key area – raising satisfaction scores can lead to a spending increase of up to 37%. A great experience translates directly into loyalty and revenue.

Don’t forget to listen to what people are saying online. Social listening tools can help you track untagged mentions and branded hashtags, offering insight into student sentiment. Addressing common complaints is critical, especially since 61% of consumers say a single bad support experience has led them to cut ties with a brand. Tackling these issues head-on can have a direct impact on your bottom line.

These insights provide a strong starting point, but the real work comes in maintaining a continuous improvement process.

Continuous Monitoring and Optimization

Once you’ve implemented your changes, staying ahead requires consistent monitoring and tweaking. Benchmarking isn’t a one-and-done task – it’s an ongoing effort as markets and competitors evolve. Set a regular schedule to review key performance indicators (KPIs), such as course completion rates or student engagement, every month or quarter. Companies that track KPIs effectively are 1.7 times more likely to exceed their profitability goals.

"That which is measured improves. That which is measured and reported improves exponentially." – Pearson’s Law

Encourage a data-driven mindset across your team by sharing regular updates on benchmarking results. When everyone understands how your business stacks up, smarter decisions follow. In fact, aligning benchmarking data with your overall strategy makes it 65% more likely that you’ll hit your business targets.

Keep an eye on competitor activity beyond just their numbers. For instance, monitoring job postings on platforms like LinkedIn or Glassdoor can reveal upcoming strategies – if a competitor is hiring AI experts or expanding their sales team, it might hint at their next move. Watch for new product launches, pricing shifts, or market expansions that could influence your positioning. AI tools are making this easier; companies using machine learning for real-time tracking are expected to see a 25% boost in efficiency by 2025.

Look beyond the obvious for insights. Online forums, review platforms like G2 or Capterra, and even trends from related industries can help you spot opportunities before they go mainstream. With 90% of consumers buying from brands they follow on social media, tracking social proof metrics is another must.

The ultimate goal isn’t just to keep up with competitors – it’s to find areas where you can lead. Focus on improvements that offer the most growth potential, whether that’s updating outdated course materials, adding interactive features, or simplifying the customer journey. Regular, data-driven adjustments will ensure your platform stays ahead in a competitive landscape.

Conclusion

Competitor benchmarking is a crucial practice to keep your e-learning business competitive over time. It helps you measure and improve key performance indicators, ensuring your strategies stay effective.

Pay attention to three essential digital metrics: Emotion (CSAT), Effort (Customer Effort Score), and Success (task completion). These metrics have a direct impact on your revenue. For instance, improving customer satisfaction can increase spending by up to 37%, while reducing customer effort can lead to a 23% boost.

Instead of trying to analyze everything at once, small and medium-sized businesses (SMBs) should focus on direct competitors that cater to the same audience. This "Lean" approach minimizes data overload and keeps your analysis sharp. The ERRC framework is a helpful tool for finding untapped opportunities – eliminate unused features, cut unnecessary costs, improve quality in key areas, and create entirely new solutions.

Regularly reviewing your KPIs is essential to stay ahead. Businesses with clearly defined KPIs are 1.7 times more likely to meet their profitability goals. These reviews not only help track your progress but also fine-tune your competitive strategies. Automating intelligence gathering with social listening alerts for competitor brands and leaders, as well as using AI tools to analyze review data from platforms like G2 or Capterra, can save time and provide deeper insights.

The ultimate aim isn’t just to match your competitors – it’s to surpass them. Focus on search intent rather than just chasing high search volume. Identify niche content areas where competitors fall short and foster a strong community around your platform. By aligning benchmarking insights with your overall strategy, you can increase your chances of hitting your targets by 65%. Stay consistent, let data drive your decisions, and position your business to lead the way.

FAQs

What’s the best way to identify competitors in the e-learning industry?

Start by digging into platforms that offer courses similar to yours. Look for those targeting the same audience or operating in the same region, like the United States. Pay close attention to factors like pricing, course offerings, and marketing strategies – these details can help you pinpoint your direct competitors.

Digital tools and public data can also be incredibly helpful. For instance:

• SEO keyword analysis: See which keywords competitors use to drive traffic.
• Social media activity: Check how they engage with their audience and what strategies they use to build a following.
• Advertising tactics: Observe their ad campaigns to understand their approach to attracting learners.

By combining this research, you’ll get a clearer view of the competitive landscape and identify the major players in your niche.

What key metrics should I track to evaluate e-learning performance?

To measure how well your e-learning platform is performing, keep an eye on key metrics like course completion rates, engagement levels, and dropout rates. A good benchmark is a completion rate of 70% or higher, with engagement rates hitting at least 60%. These numbers often signal that learners are actively involved and satisfied with the content. On the flip side, aim to keep dropout rates under 15% to maintain strong engagement.

Another useful metric is the time learners spend on each section. This can reveal which parts of your course are connecting with your audience and which might need tweaking. Gathering learner feedback through surveys and assessments is also essential – it helps pinpoint what’s working and what isn’t. For a deeper dive, you can track advanced data like session abandonment rates and overall platform engagement. These insights can guide you in fine-tuning your course design and delivery, ensuring a better experience for your learners.

How can AI improve my e-learning platform?

AI has the potential to reshape your e-learning platform by improving personalization, efficiency, and engagement. By analyzing user data, AI can craft tailored learning experiences, offering content recommendations, predicting outcomes, and adjusting to each learner’s unique needs. This level of customization not only enhances the learning process but also boosts satisfaction and retention rates.

When it comes to content creation, AI simplifies the process. With tools like automated content generation, adaptive learning paths, and interactive simulations, you can save time while delivering richer and more immersive educational experiences. On top of that, AI’s multilingual features make your platform accessible to a broader audience, breaking down language barriers and expanding your reach. Incorporating AI ensures your platform remains competitive while delivering modern and impactful learning solutions.

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