Data Led Growth project | Musicatics

Overview:

Yamani School of Music & Examination & Musicatic International:

​

​

Company Overview:

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.

​

Market Opportunity & YCME Business Model:

​

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.

​

Business Model & Growth Challenges:

​

Business Challenges / Problem Statement:​

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:

1. 1. Poor click to conversion ratio on FB/IG ad copies ( CTR = click / visitors) & user registration
   2. Number of users registering for examinations is abysmally low & doesn't contribute to revenue
   3. Leads from states (except TamilNadu) doesn't convert into registered users (free to Paid users)
   4. Maharastra & Telangana reflect significant CTR traction while WestBengal performed worst
   5. Registered user tend to skip the examination post free online course or discontinue post grade-1

​

Prioritized business / problem statements (aka Experiment):

​

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

​

HYPOTHESIS

​

​

GOAL

​

🎯 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.

Success Metrics

👍 💹 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.

​

Experiment Design

WHAT - WHY - WHER & HOW of experiment:

​

🌟Objectives:

• Improve user sign-up / registration of users (re-directed from Facebook/Instagram ads clicks) by 25% and increase the conversion rate from takers of free online courses to certified students.

​

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.

📈 Metrics to Track:​

• No of re-drected users to website who clickson FB / IG ads (Click-Through Rate (CTR))
• Form submission rate (registration)on landing page
• Drop-off rate at each stage (ad click to landing page, landing page to form submission)
• No of users attending the free online course
• Conversion rate from free course registration to paid examination & getting certified

👤 Target Audience:

Users in Maharashtra, Telangana, Karnataka, TamilNadu, and West Bengal

🗣️ Ad Content & Target users:​

• Targeted Whats-app messaging based on user demographics and interests
• Relatable call-to-action (CTA) phrases in ad copies
• Multiple variations of ad copies and creatives, user flow to be tested (A/B testing)

📜 Landing Page changes:​

• Brief summary of what free online music course means with simplified registration form
• Clear and compelling CTA encouraging users to register
• Design and layout variations (A/B testing)

🛤️ User Journey Tracking:

• • FB / IG Ad Clicks:
  • • Track the number of clicks on each ad variation ( FB / IG based forms vs website based forms)
    • Use UTM parameters to identify the source and ad variation
  • Landing Page:
  • • Track visits to the landing page using web analytics
    • Measure time spent on page, bounce rate, and click-through to the registration form
  • Form Submission:
  • • Track form submissions using event tracking in Google Analytics
    • Capture user data (name, email, phone number, etc.)
    • Measure form abandonment rate

​

🏗️. Implementation Steps:

1. • Ad Campaign Setup:
   • • Create ad variations and set up targeting in Facebook/Instagram Ads Manager
     • Implement UTM parameters for tracking
   • Landing Page Optimization:
   • • Design and launch multiple landing page variations (A1 & A2)
     • Set up tracking for page visits and form submissions (Implement web analytics)
   • Data Collection:
   • • Use of tools like Google Analytics and CRM to collect and analyze data
     • Monitor user interactions and drop-off points
   • Analysis & Iteration:
   • • Analyze data to identify high-performing ad and landing page variations
     • Iterate based on findings to optimize for better performance

​

📍 WHERE the experiment is conducted​

• • This time bound (approx ~ 7 days) will be performed in 2 locations
  • • • FB / IG social media platform where ad copies with & without web-page redirection
      • Website landing page from re-direction displaying the CTA - ENROLL NOW

Variation Design

​

Current Flow (Lead conversion):​

​

​

​

Proposed Flow:

​

​

Ad copies on FB / IG (social media apps) to Webpage flow:

​

BEFORE VARIATION:

AFTER VARIATION

​

​

​

Target Audience ( Sample size)

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

Implementation & A/A Test:

​

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:

Objective:

Validate the experimental setup and establish a baseline for natural variability before running the actual A/B test with modified landing pages.

Steps:

1. Create Identical Landing Pages:
2. • Two identical versions of the landing page where users register for free courses.
3. Setup Traffic Split & UTM tracking:
4. • Randomly split the incoming traffic from Facebook/Instagram ads into two groups:
   • • Group 1: Directed to Landing Page A1
     • Group 2: Directed to Landing Page A2
     • Use UTM parameters to track the source and distinguish between the two groups.
5. Metrics to Track:
6. • Number of visits to each landing page
   • Form submission rates
   • Bounce rates
   • Time spent on page
7. Data Collection & Analysis:
8. • Collect data over a sufficient period to account for variability.
   • Compare the metrics between the two identical landing pages.
   • Ensure there are no significant differences between the metrics, indicating that any future differences in an A/B test would likely be due to changes made.

​

Experiment Result:

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)

​

​

Release decision

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

​

Learnings

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

1. Users display a curiousity to explore the web-page of the institution instead of just tapping on FB / IG ad copy & registering for free online classes
2. Users who have the real passion and drive for learning music are spending more time on web-page to understand the type of courses offered and their sign-up will result in better conversion rate (free to paid conversion that drives the revenue)
3. Running a FB / IG ad for definite period of time with clear CTA and FOMO strategies is driving sign-up conversion ratio

​

​

Next Steps !!

1. Run the A/B experiment for next 30 days or until the sample size is reached whichever is earlier
2. Study the observations / metrics and conversion ratio of the re-directed user flow registration
3. Compare the findings / observations with existing user registration flow and find leads that contribute to better conversion ratio
4. Results being satisfactory (evident that it is (+) postively tracking) engage the right SME to re-design the website that incorporates the new user workflow while improving / customizing the ad copies suitable to geographic specific user base

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:

​

Statewise user traction:

​

Top-5 regional analysis:

​

End of Document !!

​

​

​

​

​