Clapingo – Enhancing Conversion Rates and Streamlining Operations
My Role
As Product and business operations Manager for the Clapingo, I worked with our multidisciplinary team to increase the revenue of the company by working on the conversion rates. I conducted research, user interviews, managed customer onboarding, oversaw team training, and worked closely with the COO, Marketing and lead engineer.
I had the responsibilities to overlook the three revenue funnels from demo bookings ,demo attendance and demo conversion.
Product
Clapingo specializes in delivering personalized, one-on-one online sessions designed to enhance the English fluency and communication skills of its users. The platform caters to a diverse audience, including:
User group
Students Preparing for IELTS: Individuals aiming to achieve high scores on the IELTS exam to meet academic or immigration requirements.
Working Professionals: Engineers, managers, and other professionals seeking to refine their language proficiency to excel in their current roles or transition into higher-level positions.
Career Aspirants: Users embarking on their professional journeys or pursuing promotions who recognize the importance of effective communication as a key driver of success.
Through its tailored approach, Clapingo empowers users to achieve their personal and professional goals by addressing their unique linguistic needs and building confidence in real-world scenarios.
Evolution
When the stakeholders initially shared their vision for the project, the primary focus was on achieving a 12% increase in platform conversions. This objective received positive feedback during preliminary user surveys, reinforcing the project's direction and driving the product's evolution. Market research revealed several comparable solutions that failed to gain significant traction, offering valuable insights to refine the approach and ensure the target is met effectively.
We addressed our challenges by systematically optimizing each stage of the revenue funnel. This involved improving efficiencies, strategically allocating human resources at critical points, and refining both direct and indirect user interactions. By analyzing the outcomes of our efforts, we gained valuable insights into what was effective and the impact it generated. Leveraging these insights, we further refined our strategies to implement a lean, results-driven approach.
Key initiatives included enhancing our UX/UI for an improved user experience, introducing value-added features at no additional cost to learners, and integrating third-party tools such as WATI, Amplitude, and VWO to drive growth and monitor progress effectively. The success of this exercise allowed us to fully group think through all aspects of the platform. We were able to grow the original idea into a product that was capable of having regular engagement.
Key Takeaways
As a product from early in my Product Management career, it taught me the importance of understanding defining the scope of the product.
This process taught me how to balance the creation of a complete "perfect world" product while understanding what features are required for a successful MVP.
Strengthened my understanding of UX, giving me the ability to work start to finish with a talented Chief Operator who helped to push the product vision forward.
How to best manage a remote engineer team when the individuals are hard to reach and lack communication and progress.
How product management and product ownership contrasts to project management within an agency.
How to increase communication through all team members by optimizing the tools that are already in use like scrum mythology, Jira, and Slack.
What it means to be in a venture-backed startup, how it impacts decisions, and how to manage budgeting & burn rate while running lean.
