EdTech Test-Prep Brand (Aakash iTutor) — with GenY Medium

// the challenge

Aakash iTutor, the e-learning vertical of Aakash Educational Services, was burning ₹2 in digital media for every ₹1 of revenue. Campaigns generated lead volume, but conversion sat at 0.42% — making the online vertical unviable. The job was to fix unit economics first, then scale.

// the approach

• →Instrumented source tracking across every paid lead so digital attribution could be isolated from a shared tele-calling team — then A/B-tested communication, location splits (metro vs non-metro), and channels for 3 months.
• →Restructured paid campaigns around Click-to-Call once data showed it was the highest-converting format — Google PPC, Facebook for students (12–18) and parents, Gmail Ads, display remarketing.
• →Introduced 'sachet pricing' and modular SKUs so a high-involvement product had a low-friction trial entry point.
• →Wired Mailchimp into Zoho CRM with a 4-step nurture — Try & Buy → coupon → content → sales handoff — so warm leads didn't decay between paid touch and human follow-up.
• →Layered a long-term SEO push (technical audit, meta optimisation, ePR backlinks) to take 13 head-term coaching keywords from rank 25–52 to #1–4 — structurally lowering CAC over 9 months.

// the impact

// key insight

"Paid alone couldn't fix the unit economics. The breakthrough came from a single A/B insight — Click-to-Call beat every other format — and from layering an automated nurture behind every paid touch. SEO then bought down acquisition costs structurally. Paid + nurture + SEO working as one funnel, not three channels."