The growth of online learning in the UK has been rapid and transformative, with a significant rise in postgraduate students choosing to study remotely. Data from the Higher Education Statistics Agency (HESA) for 2022-2023 indicates that 25% of postgraduate students are now enrolled in online programs. However, this growth has come with challenges, particularly in keeping students engaged and committed to their studies. High attrition rates have plagued online education, with online learners being up to 2.5 times more likely to withdraw compared to their on-campus peers, resulting in dropout rates as high as 40%-50% in some cases. This trend raises important questions: what makes student retention in online education so challenging, and how can universities enhance the experience to improve student retention?
The Importance of Retention in Online Education
Retention is not just a statistic but a reflection of an institution’s ability to meet its students’ academic, personal, and technological needs. High retention rates indicate a strong student experience, which is crucial for an institution’s reputation and appeal to prospective students. Financially, retention is also critical, as each student who drops out represents lost tuition revenue and additional strain on resources that must be allocated to recruit and enroll new students, expand programme portfolios, and enhance the student experience.
In England, where the Office for Students (OfS) has set a 65% continuation benchmark, universities offering large-scale online programs are under pressure to avoid falling short. Failing to meet this threshold could result in scrutiny from the OfS and significant financial losses.
At the heart of the matter is that universities generally want their students to succeed. Their purpose is to provide an education that will enable students to improve their quality of life, add value to the UK workforce, and to be critical, creative and mindful citizens of the world. Whether it be financial, reputational or a matter of social justice, many institutions are actively pursuing strategies to improve online student engagement and encourage persistence through to graduation.
Why Do Online Students Drop Out?
Research has identified several key factors that contribute to higher attrition rates among online students, many of which have become more pronounced in recent years. It is worth noting that the reasons for dropout are similar between online and on-campus students, but that these issues are amplified for online learners. This is largely because online students often face complex life challenges that intensify their struggle to stay engaged.
Competing Priorities
Online students often balance their studies with other significant responsibilities, such as work, family, and health commitments, which can detract from their academic focus. The asynchronous structure of many online programs requires students to be self-directed and proficient in time management, skills that can be difficult for some to develop, impacting their ability to keep up with coursework (Allen & Seaman, 2007; Glazier, 2021).
Gender and Care Responsibilities
Female students are particularly affected by the challenges of online learning, as they are more likely to be primary caregivers. Universities that fail to accommodate the inflexible time demands faced by caregivers may unintentionally disadvantage women in online programs, impacting their likelihood of completing their courses (Stone et al., 2023; Hewson, 2018).
Mental Health and Socioeconomic Challenges
Mental health issues, disabilities, and socioeconomic pressures are increasingly cited as reasons for withdrawal among online students, particularly for first-generation students who may struggle to navigate academic environments. The prominence of mental health as a factor in student dropout rates has risen in recent years, reflecting the ongoing challenges faced by students in maintaining their wellbeing while pursuing online education (O’Keefe, 2013; Bağrıacık Yılmaz & Karataş, 2022).
Lack of Community and Belonging
The absence of face-to-face interactions in online programs can foster a sense of isolation and disconnection, leaving students without the critical sense of belonging that encourages retention. Without in-person connections, students may struggle to feel part of the academic community, diminishing their engagement and motivation to persist (Heyman, 2010; Thomas, 2012).
Teacher Presence and Support
Regular, meaningful interaction with instructors plays a vital role in online student success. Without sufficient engagement from faculty, students often feel unsupported and less motivated to continue. Regular communication, feedback, and the presence of opportunities for students to share their challenges can create a more supportive online learning environment (Kahu et al., 2014; Pacansky-Brock, 2020).
Orientation and Academic Skills
Many students enter online programs without the time management and self-regulation skills they need to thrive. Effective orientation programs, therefore, are essential, helping students not only navigate the online platform but also develop the skills to manage their studies. A lack of orientation and induction can leave students feeling unprepared and isolated early on, which can harm their long-term engagement and success (Tinto, 2017).
Effective Strategies for Improving Retention in Online Learning
In light of these unique challenges, universities are exploring various strategies to improve retention in online programs. Research in online retention has yielded several promising approaches:
Predictive Learning Analytics
Through predictive analytics, institutions can identify students at risk of dropping out and offer targeted support. For example, The Open University’s Student Probabilities Model, initially developed by Calvert (2014), has been refined to prioritize interventions for at-risk students, producing positive outcomes (Herodotou et al., 2020).
Real-Time Learning Analytics
By monitoring online interactions, such as login frequency, time spent on modules, and assignment submission patterns, universities can detect signs of disengagement and proactively reach out to students who may need extra support (Queiroga et al., 2016; de Oliveira et al., 2021).
Enhanced Faculty Presence and Support
Cultivating a “human presence” in online programs is crucial. Faculty can foster this presence through regular communication, timely feedback, and rapport with students. Mechanisms for student feedback, such as weekly surveys or anonymous Q&A forums, can also allow faculty to understand and address student challenges promptly, creating a more supportive learning atmosphere (Morris & Stommel, 2018; Darby, 2018).
Purpose-Driven Orientation Programs
Orientation for online students should go beyond the technical aspects of platform use, incorporating guidance on time management, self-regulation, and connecting students to academic and support services early on. These measures help students feel like they are part of the academic community, which can reinforce their commitment to their studies (Lindsay, 2019).
Flexible Policies for Online Students
Institutions can enhance online retention by adapting their policies to meet the needs of remote learners, especially those with caregiving responsibilities. Flexible policies that account for the diverse life situations of online students can make it easier for them to remain enrolled (Stone et al., 2023).
Clear Roles and Responsibilities in Student Support
Dedicated student support teams are essential for a successful online learning environment, offering motivation and guidance while also recognizing when students may benefit from additional help or time away from their studies. Clear distinctions between the roles of student support staff and academic staff are important to ensure that students receive the right assistance when they need it.
Overcoming Institutional Barriers to Retention
Addressing student retention in online education requires a coordinated, institution-wide approach. However, institutions often encounter challenges in implementing these efforts:
Lack of Consistent Retention Metrics
Retention metrics vary across online and campus-based programs, making it challenging to align student attrition data and evaluate the effectiveness of retention initiatives. This problem is further complicated by the flexibility of online delivery models, which may offer multiple start dates and study break options.
Fragmented Data Systems
Data related to student performance and engagement are often spread across multiple systems, limiting the effectiveness of support efforts. Integrated systems that connect virtual learning platforms and other student data sources are crucial for efficient support.
Institutional Resource Allocation
Online programs can sometimes receive fewer resources than on-campus programs, impeding the development of a supportive online learning infrastructure. Universities need to commit fully to online education by allocating adequate funding and establishing seasoned leadership with expertise in online student needs (Devlin & McKay, 2018).
As online learning continues to expand, so does the need for innovative retention strategies that address the distinctive challenges of online education. By focusing on these strategies, institutions can improve retention rates, foster a supportive learning environment, and enhance the overall experience for online students, making education truly accessible for all.
References
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