An edtech platform triples trial signups and cuts CPA 44%.

The challenge

A Hyderabad EdTech platform serving K-12 was spending hard on Google Ads and losing 74% of visitors at the homepage. The traffic was paid for. The homepage gave most of it away before a single trial started.

The spend masked the problem for a while. With CPA climbing, the funnel could not be fixed by buying more clicks. The leak was on-site, concentrated in a handful of pages where most visitors quietly left.

The approach

Webzenia ran a 3-week conversion audit before touching the design. Hotjar session recordings and GA4 funnels showed where attention broke, and the audit pinned the 5 pages where 89% of exits happened.

That finding set the scope. Rather than redesign the whole site, the team rebuilt the homepage and the trial funnel where the loss was concentrated. Effort went where the data pointed.

The new flow was designed in Figma around a single decision for a parent visitor, with the trial call to action made the clear next step on every screen. Friction and competing links were stripped out.

The rebuilt pages shipped on Next.js and Vercel, and GA4 measured bounce, signups, and paid CPA against the pre-audit baseline.

The results

Trial signups climbed from 190 to 620 a month, more than 3x, on the same audience. The funnel rebuild converted the traffic the platform was already paying for.

Bounce rate dropped from 74% to 41%. The homepage stopped giving away most of every paid click before a trial could start.

Paid CPA fell 44%. Lower acquisition cost on higher volume is what makes a paid channel sustainable, and it held after launch.

The stack behind it

• HoHotjarAnalytics
• GAGA4Analytics
• FiFigmaDesign
• GAGoogle AdsAds
• NeNext.jsCMS
• VeVercelCMS