Yamani College of Music and Examinations (YCME), a 18-year-old organization, was established in 2004 with a vision to build a structured and system-driven Western Music Academy in India, at par with International Standards of teaching to impart lessons on theory of music, piano, keyboard, violin, guitar.
Products & Offerings:
YCME offers a comprehensive credit-based system and flexible diploma program in music that combines four crucial areas of study: Performance, Composition, Music Education, and Music Technology. This program is fully online, making it accessible to students worldwide, and is based on a flexible credit system, allowing students to study at their own pace.
Musicatics is a subject relating to music for all learners, predominantly for 'Music Student and Music Lovers'. It imparts the 'fundamental to complex' concepts of making music in an interesting and standardized structure and methodology named "MusicaMaths" that enables learners to 'Read & Write' music, in its simpler form to start with for beginners and evolves to a complex and grander structure of making music.
Since 2004, YCME has been focusing only on on-premise based growth model to reach out aspiring music students. Acquisition of new users were done through word of mouth referrals & general walk-in from nearby residential locations. Post covid19 pandemic, founder observed the increasing demand for online based music education & sensed a market gap for a certified and recognized music teacher who can impart their skills and knowledge without any geograhy specific constraints.
Musicatics model of online examination was introduced in 2021 and since then institution has been growing by leap & bounds which is evident from the below growth trend & enrollment statistics.
YCME has been aspiring to build a sustainable growth model that is measured by students enrollment metrics who are onboarded via both online & through teacher's franchise network. While the acquistion model was proven succesfull and contributing to revenue growth, scale of growth is unsatisfactory which the company wanted to improve through inovative experiments & marketing efforts.
Primary source of lead is derived from users clicking on the FB/IG advertisement & express interest through enrollment form. Institute reaches them through Whats app group invite, nudge them to join online free classes post which they are encourage to appear for written examination & get certified.
User Journey (Acquisition flow):
Social media ads - Lead conversion (Acquistion) to Registration (Onboard/ Payment):
Analyzing the above chart summary of last 8 months (2023 -2024) of lead conversion trend from Facebook / Instagram based advertisement, it is observed as follows:
Prioritized business / problem statements (aka Experiment):
Improve FB/IG ads CTR conversion for all states by 25% resulting in increased "FREE TO PAID CONVERSION" thereby driving revenue growth
Experiment Overview:
🤞APPROACH: Run a timebound experiment (~7 days) targetting potential website / mobile app users landing on FB / IG social media page. Users on seeing the musicatics ad copy displayed are expected to intrigued with "Free online music course" and on tapping the ad copy will be re-directed to website where they can understand more about the curriculum and express interest to register for the course
THEN users expressing interest & registering for free course will increase by 25%
DUE TO better display of course content & clear action to register & get certified
Users tapping on Musicatics ad copy are redirected to website drives signup by 25%
🎯 TARGET ACTION: Redirected users are are expected to absorb the website content, develop curiosity to leverage the free music course offered and fill in the registration /sign-up form that results in improved lead conversion & course registration.
👍 💹 Best Case: Change in user action (redirect to webpage) will improve course registration by 25%
👎 📉 Worst Case: Change in user action (redirect to webpage) will improve course registration by 5 %
Rationale for success : Music education being an art form (co-curricular subject), users tend to build trust on the product based on the quality of content, genuineness of the offer and user feedback that are backed by reviews & testimonial displayed on the webpage. Redirected users will be able to appreciate the rich music related content, track record of the institution , transparency of students & teachers journey supported by facts & numbers will contribute to increased user-sign up / registration.
WHAT - WHY - WHER & HOW of experiment:
🌟Objectives:
Hypothesis:
💡 By optimizing the ad content and landing page experience, we can prolong the user engagement that drives user registration thereby improving the overall conversions.
Users in Maharashtra, Telangana, Karnataka, TamilNadu, and West Bengal
📍 WHERE the experiment is conducted
Current Flow (Lead conversion):
Proposed Flow:
Ad copies on FB / IG (social media apps) to Webpage flow:
BEFORE VARIATION:
AFTER VARIATION
Audience Segment:
All potential users of FB / IG who are shown musicatics ads copy (free online music training) from top 5 states namely "TamilNadu", "karnataka", "WestBengal", "Telangana", "Maharastra"
Samples Size: (computed using Optimizely)
Duration: While the experiment is minimum expected to be online atleast ~ 30 days, considering the ads cost per click, it is decided to run for 7 days & based on traction / user reponse it can be extended
Given the time constraint & lack of established tech-stack and resource constraint to perform full scale A/A test on a small solopreneur run establishment, documenting only the approach towards performing a similar A/A test and direcly observe the changes in A/B test which will be executed on priority.
A/A Test for YCME's / Musicatics Use Case:
Validate the experimental setup and establish a baseline for natural variability before running the actual A/B test with modified landing pages.
Given that YCME is a small time solopreneur led institution, changes proposed with above variation desing were implemented in FB / IG ad copies that went LIVE on 18th May 2024. Observation from the proposed webpage redirect from existing FB/IG app based registration form, a mild traction is evident.
Before viariation design (existing workflow)
After variation design (redirect to web-page)
With just 1 day of running the experiment on FB / IG social media app, a meaningful traction is observed. Running it for few more days until it reaches the target sample size of 3600, institution is confident of scaling the experiment for all regions (domestic & international) where the post can attract new user.
👀 Continue to monitor the performance of ad copies & CTR trend until the sample size is reached
⚖️ Measure the performance of ad copies between both workflow (social media vs web-page) based user sign-up and scale the experiment across geographies
As the experiment is still running LIVE, considerable pointers & facts were reflecting the potential impact of the experiment with variation in the design and user journey
Timeline:
Stakeholder Management:
Triyam - Parent organization of 3 verticalss as listed below are engaged in online music education
Musicatics International : Is a certification body they designs, promote, market, sell & upgrade music theory syllabus, drive efforts to impart training to all stakeholders involved (Teachers / Students)
Yamani academy of music: Is responsible for teaching musicatics (theory) syllabus like any 3rd party proprietory or professional training institution. It also provides practical training on music instruments like Piano, Guitar, Violin etc to students who are directly registered through online mode.
Yamani college of music & examination (YCME) is premium institute that offers 3 year Diploma program on music education and also responsible to conduct practical examination based on pedagogy build and promoted by Musicatic International.
Triyam through its segmented business model, have already achieved Product Market Fit and found a potential gap / opportuity for a certified music teacher at an affordable cost and ease of access. As the company is in its early stage of growth with no establised physical presence & layer of org structure it is relatively easier to implement any hypothesis driven experiments that results in increased user sign-up.
Appendix: Reference Evidences / Metrics:
End of Document !!
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