English language school: 456 course purchases after trial lessons
Goal-specific trial lessons brought 456 course purchases from 2,340 trials at 287₽ each. The recorded trial-to-purchase conversion was 19.5%
People attended free trials at several schools and delayed choosing a course. A general trial lesson did not show how the school would solve the individual student's problem
Four separate funnels covered job interviews, travel, IELTS/TOEFL and relocation. The student selected a goal before the trial, the teacher prepared relevant exercises, and the lesson ended with an individual study plan. The client's 30% course discount applied on the day of the trial
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Context
The language school sold online courses to Russian-speaking students in Russia and the CIS. A free trial was widely available, and prospective students could compare several schools before deciding
What we changed
Four goals on the landing pages. VK Ads and Yandex Direct campaigns led to separate routes for job interviews, travel, IELTS/TOEFL and relocation
A prepared trial lesson. The teacher knew the student’s goal before the session and selected relevant material. Interview students practised interview questions; exam students worked on the exam format; travellers used practical situations
An individual plan. At the end, students received a proposed schedule connecting lessons to their goal. The offer made the course’s purpose and expected workload concrete
The client’s course terms. A 30% discount applied on the day of the trial. This was the commercial arrangement used in the stated campaign, not an ongoing offer on this website
Results
Between September 2023 and March 2024, there were 2,340 trial lessons at an acquisition cost of 287₽ each and 456 course purchases. The recorded conversion from trial to purchase was 19.5%. The source gives a course price starting at 25K₽
See education marketing for the distinction between registrations, attended trials and paid enrolments
See also
Story of the week, number of the week, one campaign setup taken apart and what to do before the season. Dubai, Phuket, Georgia
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