The problem
Skillovilla sold through sales reps. A rep guided each lead through enrolment, and every conversation was logged in the CRM. Over time, more and more leads were being marked "Future Potential".
The reason was usually the same: they couldn't pay the full fee upfront. Most of them had no credit history, so they didn't qualify for EMIs or loans either. People who wanted to learn were being turned away at the last step.
What I did
I led the redesign of the checkout around flexible payment.
- Pay-in-parts: a feature reps could switch on for a lead, based on their profile, so the fee could be paid in smaller instalments.
- More ways to pay: we integrated multiple payment gateways and 5+ third-party lending partners, so leads who did qualify for credit had more options.
- A personal checkout: what each lead saw depended on what they could use, rather than one fixed set of options for everyone.
What changed
- Lead-to-enrolment conversions up 20%.
- Revenue up 15% in two months after adding the lending partners.
- New customer segments: people without traditional payment options could now enrol.