The problem wasn't the exam
Drop-out before the course started fell from 40 % to 20 %
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In 30 seconds
Digital House was losing 40 % of enrolled students between purchase and the start of the course. Everyone believed the culprit was the entry exam. The research showed something else: salespeople, who were paid on commission, were selling instead of advising, and the onboarding was chaotic. We redesigned the onboarding, the exams and the sales scripts for every course, drop-out fell to 20 %, and I proposed an overbooking system, inspired by airlines, to recover the places that were still being lost.
- 40→20
- % drop-out between purchase and course start
- 3
- fronts redesigned: onboarding, exams and sales scripts
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