SkilloVilla

B2C

Masterclass Landing page - Paid ad to Masterclass registration

Designed high-intent clicks into masterclass signups with a seamless, high-converting landing experience.

Introduction

SkilloVilla is an online platform offering industry-aligned courses designed to enhance skills and ensure job readiness. With live classes, mentorship from top industry professionals, and comprehensive career support including resume building and interview preparation, SkilloVilla aims to bridge the gap between learning and earning. It boasts collaborations with over 300 companies, high placement rates and attractive salary packages for its graduates. The courses cover a range of fields, emphasizing practical, real-life problem-solving skills.

Know more about SkilloVilla

My Role

I'm the lead product designer for this project. I have headed this project with product designer (Ruma) and product manager (Mohit) throughout this project.

Problem

Users are filling out the form from paid ads, eliminate the form and user should directly proceed to the masterclass registration.

#PROBLEM 1

Quality of lead

  • Because of the lead form we are not able to showcase what will be delivered to the user.

  • Drop offs a higher due to lack of clarity and a clear indication to them about we are collecting lead without any value proposition

  • No urgency element is leading to avoid the ad/ lead form

  • No confirmation to user about booking masterclass.

#PROBLEM 2

5% conversion of lead

  • Leads are send to LSQ automatically where sales has to convince user on booking FREE masterclass

  • Approx 30% of the entire time spent by sales goes on convincing user on booking masterclass

  • Regular communication and a call has to be made on the day of masterclass to ask user to join masterclass

Process

Design sprints was divided in phases. Discussion was between Product Designers & Product Managers. The purpose of these sprints is to align everyone on the same goal. To improve our consumer experience by solving our user's problems.

Opporunity

These metrics were provided by taken from the Internal BI tool structured to analyse all the leads and the conversion of Materclass

% of conversion from leads to course registration

Data is collected by the Design & product team (Tableau)

Qualitative analysis - User insights

I have taken a sample set of 30 users

Did you register fo masterclass? Why?

To understand mentality and intent of user for doing so

What was the process of registering to masterclass?

To understand a standard Q & A between users and sales team

Any pain points during the registration?

To understand if user was frustrated and how may calls took for the registration?

Did you attend the masterclass?

To know the driving factor and intent towards it

Masterclass was useful to you?

To understand the take on it

Did you felt a need to attend multiple masterclass?

To understand Interest towards the offering & why

Qualitative analysis (sample set - 30 users)

  • Info on the ad and registration form didn’t urge them to register for masterclass

  • Users were ask to register themself on website during the call

  • Registration during a call is painful

  • Users feel they don’t need to join as it is time consuming and less valuable

  • Masterclass is useful for users

Competitors analysis

I have tried to get the closest competitors to have a fair analysis on their approach and way for designing masterclass/landing page

Scaler

  • After landing on Ad for scaler user lands on a landing page where they are trying to sell their value proposition

  • Urgency element is placed in the form to trigger user to register for the masterclass

  • Masterclass is been give for free to the users

Newton School

  • After landing on Ad for scaler user lands on a landing page where they are trying to sell their Credential

  • Companies hiring from Newton school section has been is present ot attract user towards the offerings

  • Masterclass is been give for free to the users

Research Insights

Design decisions will be taken keeping mind these aspects

User flows

Drafted old and new flows

Final screens

Here is the final view

Reflection

I learned a lot about the opportunities in scaling this feature by extending to spend management real time tracking

These data is from 8 months of monitoring

Data is collected by the Design & product team chasing success metrics