Introduction
Free live masterclasses are one of Scaler's main acquisition channels. A prospective learner registers for a free session, such as "System design for beginners" or "How to build AI agents", attends it live, and is then invited to book a call with an admissions counsellor, who explains Scaler's paid programs. The scenario: over the last six weeks, the conversion rate from masterclass attendance to booked counselling calls dropped 25%, from 12% to 9%. Registrations are stable. I'll work through a structured root cause analysis to find out why.
Clarify → rule out external factors → understand the journey → break down the metric → prioritise data → hypothesise → find the root cause → validate → decide → resolve.
Step 1
Clarifying Questions (3 minutes)
- Hypothetical answer: Unique attendees who stay at least 20 minutes, divided into those who book a counselling call within 7 days.
- Impact: The drop could come from fewer qualified attendees or fewer bookings among them.
- Hypothetical answer: Sudden, starting in one week, then stable.
- Impact: Points to a specific change (a release, a process change or a campaign) rather than a slow trend.
- Hypothetical answer: Worse for AI-focused masterclasses, smaller for DSA and system design.
- Impact: Topic mix or audience mix may matter.
- Hypothetical answer: A new booking flow launched, marketing shifted spend to AI-themed masterclasses on social media, and the admissions team was restructured.
- Impact: Three strong candidates to examine.
- Hypothetical answer: Calls-to-enrolment conversion is unchanged.
- Impact: The problem is upstream of the counsellor conversation.
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