Abstract:

Background:
This research was motivated by the need to enhance mobile learning engagement and retention in Massive Open Online Courses (MOOCs). Through novel experiments, this study aimed to address the emotional and cognitive barriers that learners often face at the start of their learning journey. Previous techniques for addressing these issues have limitations, including a lack of structure and guidance for new learners or an inability to scale.

Objectives:
The primary aim of the research was to provide a more intuitive and guided mobile learning experience within MOOCs, helping learners to quickly engage with the content and build habits that lead to successful retention.

Methods:
The research involved two randomized mobile experiments: the Day One Onboarding test and the Daily Tasks test. The first aimed to increase learner activation and retention by addressing mental and emotional blockers right at the start, while the second encouraged habit formation through the introduction of achievable micro-tasks and positive reinforcement. Both experiments were conducted on iOS and Android versions of the Coursera app, with more than 600,000 total learners included in these two tests. Engagement and retention rates monitored over the following two weeks of learner activity.

Results:
The Day One Onboarding experiment resulted in increased activation and engagement, with iOS users showing a 4.59% increase in learners who engaged in 30 minutes of learning or more on the first day. Plus, seven days in, the learners who had completed the first module rose by 5.23% for iOS users and 3.05% for Android users in the Day One Onboarding treatment group. The Daily Tasks experiment led to a significant uptick in learner engagement and retention, with a 3.39% increase in learners who engaged for at least 30 minutes on their first day. By the second week after enrollment, we saw a 2.61% increase in learners active four days or more as well as a 5.67% increase in the number of items started by learners.

Conclusion:
The Onboarding experiment results suggest that a well-executed post-enrollment process can enhance learner engagement, and the Daily Tasks experiment supports the notion that setting small, fast goals can effectively establish lasting learning habits. Taken together, these findings underscore the importance of early action in mobile learning and the potential benefits of continued targeted interventions to improve retention in MOOCs.

Keywords:

Mobile learning, MOOC, activation, retention, experiment.