PhysicsWallah

My role

Product, from March 2023 to December 2024, at one of India’s largest edtech platforms. I worked on pricing, checkout, discovery and the study experience.

Batch renewal

The problem Droppers, students repeating the year, wanted to keep using their batch for one more year at a fraction of the price. The only option was to pay the full batch fee again.

What we built Batch renewal: returning students continue the same batch for the next year at a fraction of the full fee.

The result ₹20 Cr in additional revenue.

Part-payment pricing

The problem For students in tier-3 cities, the full fee for a higher-value batch was a lot to pay at once.

What we did Introduced part-payment pricing, so students could spread the cost.

The result +4% conversion on higher-value batches.

Checkout coupon redesign

The problem Coupons at checkout were easy to miss and hard to apply.

What we did Redesigned how coupons appear and apply at checkout.

The result +5% conversion on eligible batches.

Study experience revamp

The problem New students took too long to reach the content they had paid for.

What we did Rebuilt the study experience around getting to the first useful lesson sooner.

The result 7% faster time to value.

Government-job discovery

The problem Students preparing for government-job exams struggled to find the right courses.

What we did Built a discovery feature for government-job exam prep.

The result +5% category engagement and +3% new-user acquisition.

Upsell testing

What we did Ran A/B tests on upsell offers and where they appear.

The result +3% conversion.

What I learned

The best revenue ideas come from what users are already trying to do. Students asked to keep their batch; we gave them a way to pay for it.

Pricing is product. Small changes to how and when people pay can move conversion as much as a new feature.