Edtech sales webinar optimised
Product
NxtWave Intensive
Challenge
Decline in sales conversions through webinars
Observations
leads were segmented with certain assumptions, but found varying triggers and barriers within each segment. The webinars were overloaded with information, complicating decision-making
Approach
Re-segmented the audience based on specific barriers and triggers, enabling more precise content and CTA tailoring
Execution
Phase 1:
Redesigned the webinar content, flow, and CTA for one segment and tested it on previously lost leads.
The product positioning was fine-tuned to meet the audience’s needs, and unnecessary information was removed for clarity
Despite a positive response, conversion rates did not significantly improve
Phase 2:
Further interactions with students revealed a crucial insight: for many in this segment, the decision-makers were not just the students themselves
Based on this discovery, revised the CTA to involve the decision-makers directly after the webinar
This adjustment proved to be a game-changer. By clearly communicating the product's value to the actual decision-makers, conversions began to increase. Although conversions were not always immediate, there was a noticeable rise in leads re-engaging post-webinar, which I attribute to the clear, concise communication that facilitated decision-making
Result
The conversion rate improved significantly
My major achievement was gaining a deep understanding of our users, allowing to contribute and suggest improvements to other teams’ initiatives based on these insights