The brand is a well known provider of educational services. It has emerged as a benchmark in the test preparation domain with its excellent performance in various medical and engineering entrance exams held across India. For the last 22 years, it has been producing 1st rankers in various Medical & Engineering Entrance Exams across India. The brand launched its e-learning platform to make education accessible to those who cannot make it to the classroom programs and therefore scale the business.
Being an online portal, digital as the primary source of customer acquisition is natural. However, the unit economics of customer acquisition using digital was not working due to a very high cost of acquisition relative to the revenue. The primary challenge, therefore, was to make the unit economics sustainable and then scale.
The category is an high involvement category, therefore multiple touch points, persuasion at different stages of conversion is needed to convert. Multiple, online-offline connects would be needed.
The category required a habit change, which is always difficult and expensive to bring about. Automa-tion would, therefore, be key.
Inducing trial and then attempting to sell the full-fledged product would be important. Therefore ‘sachet-pricing’ would be needed.
The comfort and confidence derived from speaking with a counsellor would be important. Therefore, a connect with a real person immediately before the transaction would help.
A/B testing was done over a period of three months. Source tracking was put in place to study all the leads and acquired customers. Based on those insights, path ahead was planned.
The experiments helped in identifying the major factors contributing to a higher number of conversions. It was discovered that the channel Click to Call was generating maximum engagement. Consumers found it convenient to directly call the telecalling team if they found a “click to call” button.
Building upon this insight, new campaigns were designed. The ROI from the campaigns witnessed a significant jump. Conversion rates shot up from 0.42% to 5.7%.
Google Adwords – Advertisements through search and Gmail; display ads for remarketing Zoho CRM – Leads management
Facebook Business Manager – used for Facebook advertisements Google Analytics – Analysing the website traffic
Google Webmaster – Analysing the keywords that the website was ranked for
Virtual Mobile Number – Each “Click to call” linked to respective mobile numbers at the backend
MailChimp Email Automation – Automation for lead nurturing
Time taken to act on a lead reduced by 11X. 30X growth in the revenue numbers and 16X decrease in the Cost/Acquisition over a span of 9 months.
Improved rankings of all key coaching related keywords through SEO strategy. The organic traffic increased 2.8X during this period due to improvement in Keyword Rankings.
Check out how we increased the revenue by 30X and reduced cost of acquisition to 1/16th for leading Online Education player