The problem
Edureka’s postgraduate programs (AI/ML with NIT Warangal, Data Science with IIT Guwahati) had a landing page problem that showed up everywhere: conversion below market peers and below other Edureka pages, sales reps fielding the same questions repeatedly, poor page speed, and little love for the design. As marketing spend scaled, the leaks got expensive.
What I did
Research before pixels. Qualitative: 15 interviews with customers who’d bought the program, 300+ sales call recordings across ~70 buyers at different funnel stages, and 7 interviews with sales and ops reps. Quantitative: Google Analytics and PageSpeed work on conversion by channel, bounce, time-on-page, and device split.
Found the real purchase driver. ~90% of buyers chose the program because of the university collaboration — which the page barely emphasised. Buyers were upskilling for promotions or career transitions, always comparison-shopped 3–4 providers, and needed credibility signals, not feature lists. We were feature-selling; they were value-buying.
Rebuilt the page around credibility. University-verified curriculum, testimonials, instructor profiles, career assistance services (mentoring, resume building, mock interviews), live instructor-led training, lifetime access, 24×7 support — and a proper FAQ section answering the questions sales kept hearing.
Validated before committing. A 50/50 A/B test for 30 days on the AI/ML program, tracking conversion, session time, bounce, scroll depth, and engagement. The new variant won decisively and shipped for good.
The impact
Traffic-to-lead conversion rose 3.6% → 4.8%, lead-to-payment 0.9% → 1.4%, and ‘hot-lead to sale’ turnaround dropped 33% — from 30 days to 20.
What this says about how I work
When a page underperforms, the temptation is to redesign it. The leverage is almost always in understanding why people actually buy — and 300 call recordings are a cheaper teacher than three redesigns.