Tutoring: drop-off after first lesson cut from 60% to 20%
Tutor matching service, Poznan, Poland · 2022
- students leaving after first lesson
- 60% → 20%
Before
After the first lesson, 60% of students left to pay the tutor directly, bypassing the platform.
What we did
We introduced a bonus: every 6th lesson free, paid for by the platform.
After
The share of students leaving after the first lesson fell from 60% to 20%. Staying on the platform simply became a better deal for students than going around it.
Reviews from this industry
We were selling through webinars. The ads ran steadily, and the cost per lead stayed within our target (up to 3 euros). But their copywriter wrote such nonsense in the promo posts that we had to redo everything ourselves. If you hire them, check the texts yourself. They run ads well.
We ran Facebook ads to an automated webinar. For six months we kept a 2.5x return. Then the audiences burned out. The agency suggested a short quiz before sign-up to sort people by their problems. Sign-ups dropped, but attendance at the webinar rose to 45%. These folks know how to handle ad burnout.
They ran ads for our design courses. They added a low-cost first product. A person bought a checklist for 5 euros, and then an email series led them to a 500-euro course. The ads broke even at the checklist stage alone. A brilliant setup, we would never have thought of it ourselves.
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