Information Support of the Purchase Process in the Market of Online Education as a Tool of the Competitive Struggle Tool in the Industry

Digital transformation continues to have a significant impact on people’s behavior and the purchasing decisions they make. In this article, the authors examined the Russian EdTech market as one of the significant parts in education in recent years. Market trends indicate an increase in the level of consumer competence and the continuous consolidation in the industry by major online schools. The main tools to compete are product improvement and its promotion. The authors consider information support of the purchase decision-making process as a tool equally accessible to both market leaders and small schools. The purpose of the article is to assess the potential of informational support to increase the competitiveness of niche online schools. The set of methods were used to provide research: informative and targeted analysis of leaders landing pages, in-depth interviews with consumers of EdTech products, the method of A/B-testing of basic and modified models with Yandex Varioqub tool. As a result, authors identified the basic model of informational support used by EdTech leaders, typologized consumer preferences, and compared the effectiveness of the basic and modified models of informational support. The analysis of the results proved the effectiveness of the modified information support model and its potential for use in the industry.