Only 16 people out of every 10,000 website visitors on upGrad, end up buying a program. That's a ridiculously low number, but also the reality of the entire edtech industry. Any increase in this conversion metric greatly impacts business positively.
We found out through research, the top three reasons leads don't convert into sales. These were: 1) No time to do a course 2) No money to pay for the course 3) No conviction that the course will deliver career impact
But in reality? People spend hours consuming content on OTT or playing games at work or on phone, spend lakhs on gadgets and travel, and dismiss real stories of career impact through education that actually exist all around us, as undeserved or sheer luck.
So we called those reasons "excuses" and turned into a 360 degree conversion-led promotional campaign.
The result: A massive 53% increase in conversions of eligible leads into sales during the campaign period, leading to an additional INR 1 Crore per week in revenue.
