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One page, not two. Visit-to-enquiry rate up 28.7%.

NxtWave Intensive was at risk of being shut down. I went undercover at six competing institutes, merged our two websites into one page built around proof, and rebuilt the lead form myself.

  • Growth Design
  • Field Research
  • Conversion
  • Built with AI
Role:
Product Designer, end to end
Launched on:
Mar 12, 2026
Team:
Aniketh (Business Head), Bharath (Sales Head)
Sashank (MarCom), Sobha (APM),
Pavan (SEO), Varshit (Webflow)
Numbers verified by:
Bharath, Aniketh

+ 28.7%

Relative lift

10.37%

Visit-to-enquiry rate, up from 8.06%

8.63%

People who quit the form, down from ~30%

₹0

Ad spend. 100% organic traffic

The problem

About 40% of our leads wanted offline classes.
We launched an offline program, but visitors scrolled, hesitated and left without enquiring.

Story behind the problem

Falling enrolments, a quick offline test site, and a stall by January.

Monthly enrolments fell through November and December 2025.

When I went through the CRM with our Head of Sales, one number stood out: about 40% of leads wanted offline classes, and we only taught online.

We launched an offline program. To test demand without touching the online page, we put up a quick, separate offline site.

The center was still being built, so the site used 3D renders and borrowed credibility from the online program.

By late January, enquiries had flattened. The whole Intensive business was at risk of being shut down.

So I went to see for myself, posing as a student at six competing institutes.

What success meant

No hard target. We were testing the market, so I defined the measures up front.

User goals

  • Decide whether NxtWave Intensive can be trusted
  • See real outcomes
  • Find the center and fees
  • Enquire without friction

Business goals

  • A higher visit-to-enquiry rate
  • More total enrolments

Metrics

  • L1: visit-to-enquiry rate
  • L2: enrolments
Research

Six competitor visits undercover, 60 days of analytics, and conversations with sales and students.

Every competitor's front desk repeated the same myths about us. Our own analytics showed visitors hunting for proof (photos, placements, FAQs) and leaving without finding enough of it.

The coaching-institute district where the competitor visits happened
Google Analytics
Microsoft Clarity
Students and staff at the NxtWave training center
“It costs ₹1 lakh” “They’re online only” “Placement support costs extra” “It’s a scam” “Companies prefer other institutes” “Online learning = watching YouTube videos”
The main insight

Users weren't deciding between online and offline. They were deciding whether we were worth trusting.

60 days of GA and Clarity agreed: lots of scrolling, repeated clicks on photos, placements and FAQs. Not a demand problem. A confidence problem.

Key decisions

Three changes, each answering what the research found.

01

Two sites became one.

Same program, same outcomes. Only the way you attend is different. Two sites split the traffic and made online look like the weaker option.

Live website *

*The website launched on March 12, 2026, and was updated on September 10, 2026.

Full-length screenshot of the live NxtWave Intensive page
Live page · auto-scrolling

02

Proof went first.

Placed students, real classrooms, fees and a map. Each one answers a myth I heard at a competitor's desk.

Placed-student card on the March 2026 page: name, join date, package, before and after, and a quote
March ‘2026
Placed-student card on the September 2026 page: name, college, before and after, package and year
September ‘2026
InstructorsLearn from people who've built real software and worked on real products
1:1 MentorshipGet help when you're stuck, learn better practices, and improve your coding skills
Placement Success ManagersHave someone guide your placement preparation and help you stay interview-ready

03

The OTP went last.

The old form asked for a phone number and OTP before anything else, and lost about 30% of people. The new one asks for it once they've already filled everything in.

Old form3 in 10 quit at step 1 · phone + OTP
1 Phone + OTP2 Details3 Submit
New formUnder 1 in 10 quit at step 2 · details. None at step 3.
1 Course & center2 Details3 OTP

Designed in Figma, built with Claude, deployed with our APM in about a week.

Trade-offs

What I traded to ship by March 12.

What I
kept

  • Placed students: college, company, package
  • Real center photos, address and a map
  • Fees stated plainly, plus FAQs

What I
gave up

  • A 360° center tour
  • A live classroom clip
  • Social media embeds

All three would have slowed the page on Webflow.

What I got
back

  • A page live before graduation season
  • A form I could change myself, any time
  • One page for SEO to rank, not two
Success

The rate rose, held, and peaked in graduation season.

10.37%

3 months after launch

11.74%

Peak, graduation season

10.2%

5 months after launch

Loading the impact board…
Looking back

Reflections and thoughts

What I learned:

Analytics showed me where people hesitated. Only the field showed me why. GA and Clarity found the drop. A competitor's front desk found the reason: myths about price, placements and "online only" that our page never answered.

What I learned:

The bottleneck was a ticket, not a design. Everyone could see what was wrong with the form. Getting it fixed was the hard part. A week of learning to build it beat months in a queue, and the form lost people every day it waited.

What I'd do differently:

Research before the first version. The trust problem was there to find in January. The test site cost us about two months.

What I'd do differently:

Track lead quality from day one. Following leads from page to seat reservation to enrolment would turn "quality improved" into a number.

What I'd do differently:

Find a lighter version before cutting. A lazy-loaded tour or compressed clips could have kept that proof within the speed budget.

Collaboration

My part vs. the team's

I owned the funnel end to end: problem identification, field research, data audit, copy, design, testing, and the form. Sobha helped deploy the form and connect the CRM. Sales gave me the CRM view and checked the results. SEO kept the page findable. The dev team built it in Webflow.

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