Student retention has become a critical concern for higher education institutions in Brazil. According to the 2023 edition of the Higher Education Map in Brazil, by Semesp, which followed students who enrolled in 2017, 55.5% of them dropped out before completing their degree, highlighting how serious dropout rates are in the country.
The 15th edition of the Higher Education Map in Brazil 2025 shows that, in the 2019–2023 cycle, dropout rates remain high and, in some programs, the abandonment rate exceeds 60%. This reinforces the need for robust student retention strategies, especially in distance learning.
To help colleges keep their students enrolled until graduation, we prepared this post to show some indices that help to monitor the student retention rate, as well as tips to make classes more dynamic and attractive for these students.
Student retention in Distance Learning in practice
Student retention is a set of actions aimed at keeping learners in the same institution until graduation, which is critical given the high dropout rates in higher education, especially in distance learning. To understand and reduce dropout, it is essential to track key performance indicators (KPIs), such as retention rate, grades, attendance and NPS, which help identify risks and guide interventions. In addition, investing in more dynamic classes, using different media formats, interactive tools and student feedback strengthens engagement and brings academic, reputational and financial benefits to the institution.
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Monitor the retention rate and identify retained students.
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Track average grades and attendance to anticipate dropout.
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Measure satisfaction and referral intention with NPS.
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Make distance learning classes more dynamic and interactive.
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Strengthen educational marketing and financial balance through retention.
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O que você vai ver no conteúdo de hoje
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O que é retenção de alunos e por que ela é desafiadora.
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Como a evasão escolar se relaciona com o crescimento do EaD.
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O que são KPIs e a diferença entre KPIs e métricas na gestão educacional.
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Principais KPIs para reter alunos no EaD (retenção, notas, frequência e NPS).
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Como as aulas influenciam a retenção e o engajamento dos estudantes.
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Estratégias para tornar as aulas EaD mais dinâmicas e atrativas.
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Benefícios institucionais de investir na retenção de alunos.
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Como o marketing educacional e uma agência especializada podem apoiar a retenção.
Good reading!
What is student retention?
First, it is necessary to understand what student retention is. It is a process formed by a grouping of measures that encourage the student to remain in that educational institution until graduation.
Retaining students is not such a simple process, since it is necessary to monitor the performance and development of students during their academic period and then identify possible causes for future dropouts.
Is it possible to understand the causes of school dropout?
The Online teaching imposed by the pandemic meant that many colleges had to adapt to this new teaching model in the modalities that were previously face-to-face, and the same happened with the students. However, it was notable how difficult it was for many to study at home and not in a classroom, as they were used to.
Given this, many institutions are investing in ways to make these students who are learning remotely able to complete their courses at the same college. For this, KPIs can be great allies.
Imagem: Distance-learning student using a laptop, symbolizing college strategies to increase student retention.
What are KPIs?
In case you still don't know what KPIs (Key Performance Indicators) are, here's a quick explanation: also known as key performance indicators, they are a way of assessing whether strategies or actions previously established by a company are managing to achieve its objectives. stipulated.
For example: you have an organization and you want to measure customer satisfaction with the purchase of a product offered by it. A KPI that could be used in this situation is the Customer Satisfaction Score (CSAT).
Are KPIs and metrics the same thing?
Well, the truth is that metrics serve as a foundation for KPIs. Performance indicators manage to go beyond the information provided by metrics, which is why they are important for structuring the business strategy.
Thinking about the previous example, one type of metric would be the level of customer satisfaction in services or products, while the KPIs to measure this same objective would be CSAT, abandonment rate, average service time, among others.
What are the KPIs needed for student retention in distance learning institutions?
Now that you already know what KPIs, it's time to delve a little deeper into this subject and explain which are the indicators that helped you in the mission of student retention: Student
Retention rate (RFE)
Also known as the student retention rate school flow retention, is a KPI that measures how many students at your educational institution do not complete their training within the expected period.
To calculate it, divide the number of retained students (students who remain in courses after enrolling) by the number of enrolled students (students who attended at least one class during the evaluated period) and multiply the result by 100.
At your educational institution there are many students taking longer than the expected period to graduate, this may mean that they are experiencing some kind of difficulty and that, at some point, they may drop out of the course.
Average student grades
It is also important to evaluate the average grades of students, either by class or individually. A student with declining averages indicates that he is having difficulties keeping up with the pace of studies and, therefore, tends to drop out or drop out of college.
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Attendance rate
This indicator assesses whether students are fulfilling the workload stipulated by the educational institution. In this way, it is possible to identify those students who are missing classes the most (which may already indicate course abandonment) or which subjects are being more difficult for students of that particular training.
Net Promoter Score (NPS)
Refers to the ability of a student to indicate their educational institution to other people. Having this positive KPI means that your students are so satisfied with the services they receive that they want others to enjoy them too.
In addition, this indicator can also give a view related to the safety and image that your college is transmitting, as well as how engaged your students are with their training.
To find the NPS value, students must answer a questionnaire, in which they must mark, from 0 to 10, the possibility of recommending their college to other people.
How can classes influence student retention?
However, just analyzing the KPIs we indicated above is not enough to make your students stay in the course until the formation of the points; it is also necessary to invest in strategies that make them want to finish their graduations.
For this, it is interesting to analyze the reasons that are leading to school dropout and how the educational institution can help students in each of these issues. For example: if students are finding the contents too difficult or discouraging, it is interesting to invest in ways to make classes dynamic.
How to optimize classes and make them more dynamic?
But what can educational institutions do to make classes more dynamic in order to overcome the barrier of distance that EAD presents? Check out some options below:
Invest in different media formats
The truth is that EaD is not a limiting education system, but an expansive one: it is possible to use different media formats such as audio, video and image to transmit content in a differentiated and interesting way .
Use tools
Kahoot!, for example, is a tool that allows you to apply gamification elements to online classes. Students can answer questions live and the tool can rank those who get the most questions right.
Ask for feedback
It is also worth asking students for feedback on their preferred ways and strategies for the learning process. Thus, the entire academic community of the institution can work together in favor of education.
What does my educational institution gain from student retention?
A mistake that many managers make is to invest only in attracting students, forgetting about the retention of those already enrolled. See below some benefits of ensuring your students graduate from your institution:
Improves educational marketing
Everyone would like to study at a college whose students don't want to leave, wouldn't they? Therefore, ensuring a high student retention rate can be a positive point to work on in educational marketing.
Allows better development of students
Changing colleges is not an easy task, since students need to readapt to the structure of classes, professors and the dynamics of the institution itself. In this way, those who remain throughout the course in the same place are able to develop better.
Brings professors closer to students
The very quality of education is improved through student retention, as university professors are able to teach their classes in a more personalized way, as they are intimate with the class and know it.
It guarantees the financial balance of the institution
Retaining students is also a great way to guarantee the financial health of your organization, after all, it is cheaper to keep a student who is already enrolled until the conclusion of his course than to attract new students.
Now that you know how to analyze and invest in student retention, it is worth enlisting the help of an agency specializing in educational marketing to help you bring more and more students to your institution.
Visit our website and find out how we can help you attract and retain more distance learning students through digital marketing strategies!
Frequently asked questions about student retention in distance learning
What is student retention in educational institutions?
Student retention is the process of keeping learners enrolled in the same institution until they complete their course. In higher education, this involves a set of measures aimed at encouraging students to stay, by monitoring their performance and development throughout their academic journey. By tracking students’ trajectories, the institution can identify signs of difficulty and act before they decide to suspend or drop out, which is especially important in a context of high dropout rates in Brazil.
Why is student dropout in higher education such a major concern?
Dropout is a concern because it directly affects students’ graduation prospects and the sustainability of institutions. Data show that more than half of students who enrolled in a given cycle left their course before finishing, and in some programs the dropout rate exceeds 60%. These numbers highlight the severity of the problem and reinforce the need for structured retention strategies, especially in distance learning, where adapting to remote study can be challenging for many learners.
What are KPIs and what role do they play in student retention?
KPIs (Key Performance Indicators) are indicators used to assess whether strategies and actions are achieving their intended goals. In education, they help track results related to student persistence, such as retention, academic performance, attendance and satisfaction. Instead of looking only at isolated data, KPIs allow institutions to interpret information more strategically, support decision-making and guide specific interventions to reduce dropout and improve the overall student experience throughout the course.
Are KPIs and metrics the same thing in education management?
KPIs and metrics are not exactly the same. Metrics are raw data points, while KPIs go further and translate those data into indicators directly linked to institutional goals. For example, satisfaction levels or class attendance can be metrics, but the student retention rate, dropout rate or structured satisfaction indicators are considered KPIs. In education management, this distinction helps focus on what truly guides retention strategy and supports more assertive decision-making.
Which KPIs are most important to retain students in distance learning?
Key KPIs for retention in distance learning include the student retention rate, average grade, attendance rate and Net Promoter Score (NPS). The retention rate shows how many students remain in their courses after enrollment. Average grades help identify those struggling to keep up. Attendance rate reflects class presence and engagement. NPS indicates how willing students are to recommend the institution, reflecting their overall satisfaction, perceived value and trust, all of which influence their decision to stay enrolled.
How do the analysis of grades and attendance help identify dropout risk?
Analyzing grades and attendance reveals early signs of disengagement. A student whose grades are consistently declining may be having difficulty following the content, which increases the likelihood of suspending or abandoning the course. Likewise, frequent absences indicate low participation and possible lack of interest. By tracking these data by class or individually, the institution can identify who needs support, adjust content, offer guidance and act preventively before the student decides to leave.
In what ways can classes influence student retention?
Classes have a direct impact on students’ motivation to remain in the course. Content perceived as too difficult, discouraging or disconnected from reality can contribute to dropout. On the other hand, when the institution analyzes the reasons behind dropout and adapts the way classes are delivered, engagement tends to increase. Investing in dynamic classes, with approaches that facilitate understanding and involve students, helps create a more positive learning experience and raises the likelihood of staying enrolled until graduation.
Which strategies make distance learning classes more dynamic and engaging?
Important strategies include using different media formats, interactive tools and continuously asking for student feedback. In distance learning, it is possible to combine audio, video and images to present content in a more engaging way. Tools that bring gamification elements, such as live quizzes and rankings, make classes more interactive. In addition, by asking students which formats and strategies they prefer, the institution can adjust its pedagogical practices and build a more collaborative and student-centered learning environment.
What are the benefits of student retention for the institution?
Student retention brings academic, reputational and financial benefits. A high retention rate strengthens educational marketing, since it suggests that students want to stay at the institution. Remaining in the same environment makes learners’ development easier, as they do not need to adapt to new structures. Closer relationships between teachers and classes also improve, enabling more personalized teaching. Moreover, keeping students until course completion is more cost-effective than constantly investing in new student acquisition, contributing to financial balance.
How can educational marketing support student retention in distance learning?
Educational marketing can highlight the institution’s commitment to students’ persistence and success, reinforcing an image of quality and care for their academic journey. By communicating actions focused on improving classes, using technological resources and closely monitoring students, the institution strengthens public trust. Working with a specialized educational marketing agency can also help promote these strategies and attract profiles that are better aligned with distance learning, supporting both student acquisition and retention.
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