The challenge
A certification training body running PMP, AWS Solutions Architect and CFA Level-1 cohort programmes had cohort fill rates stuck at 58%. Counsellors were chasing payment links manually. Mid-cohort dropout sat at 24% because nobody noticed when a learner stopped logging into the LMS. Failed-attempt learners simply disappeared and the retake market — which competitors were eating — was wide open.
How we deployed
- Wired LeadSquared to capture every enquiry from website, Meta and referral, scored by certification track and start-date preference.
- Built a 14-day pre-cohort enrolment sequence — WhatsApp, email and one human call — with one-click Razorpay payment.
- Deployed a study-progress nudge that fired when a learner missed 2 consecutive Zoom sessions or skipped a practice test.
- Auto-generated post-exam outreach for failed-attempt learners with a structured retake-cohort offer.
- Built a counsellor dashboard showing every learner status — at-risk, on-track, ready-to-test — across active cohorts.
What changed
- Cohort fill rate moved from 58% to 94% across 22 batches in three quarters.
- Mid-cohort dropout fell from 24% to 9%.
- First-attempt pass rates lifted 18 percentage points across all three certifications.
- 37% of failed-attempt learners converted to a paid retake cohort within 60 days.
- Counsellor-to-enrolled-learner ratio improved from 1:14 to 1:46 with no service degradation.
"We used to launch a cohort with 14 confirmed seats out of 24 and just hope the rest would close. Now we sell out the batch four days before it starts."
— Director of Training · Certification Body