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Free to Paid Conversion Audit

10 Minute School•Lead Product Manager•2023
As PM at 10MS first task- Conducted audits on 50+ dashboards for non-academic product vertical. Found that Free courses & Paid courses CVR significantly different on the platform and none noticed. Hence our project of free to paid users conversion initiated.

Situation

At 10MS almost 50+ dashboards and hundreds of metrics were underutilized & underanalyzed to discover business issues or learners issues. When I took over, I wanted to deeply understand these metrics we track and dashboards we maintain.

Task

Conducted audits leading to insights and adjustments for enhanced user engagement, LX User journey, Leads management, CVR, and Platform Search.

Result

Found that Free courses CVR is 30%+ and Paid course CVR is way low. Hence our strategy for free to paid conversion initiated.

My Contribution

  • •Analysis/dashboard audit
  • •Developed product & UX strategies to increase paid conversion
  • •Aligned management and tech team to prioritise paid conversion.

Key Results

30% to 45%
Free Course CVR increase
Conversion rate for free courses
Maintained between 0.8 to 1.2%
Paid Course CVR
Fluctuated among courses/products
New
Conversion Strategy
Free to paid conversion initiative

Skills & Technologies

analyticsdashboard-auditconversiongrowthdata-analysisstrategy