Hashlearn - Case Study - Growth Hackers

HASH LEARN CASE STUDY

₹17 CAC. 7000+ ENROLMENTS.

INTRODUCTION

ABOUT

HashLearn is India’s first on-demand tutoring app. They connect students instantly with top tutors from the IITs and BITS – anytime, anywhere. They serve students from Class 8 – 12, preparing for CBSE, ICSE, State boards as well as all types of entrance exams such as IIT-JEE Main & Advanced, BITSAT, NEET, VITEEE, MU OET, SRMEEE, AIPMT, State entrance exams, etc.

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CHALLENGE

The challenge was that we just had 15 days to select the right channels for driving relevant traffic including creating user personas, having the creatives, and content ready for the launch.

GOAL

Our mission was to generate a substantial number of enrollments and the success of our strategy within a week, along with keeping the average Cost of Acquisition (CAC) to the minimum.

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EXECUTION STRATEGY

After creating user personas, we selected Google Search Ads, Facebook Ads, and Quora ads as the major channels in paid segment to drive relevant traffic based on the personas. During our research, we also found a hidden gem which was the huge organic traffic they were getting to the material and notes regarding academics and entrance favorite questions on their blog.

The numbers proved Quora to be the clear winner with only Rs 17 as CAC for enrolment! The other two channels, Google and Facebook, turned out to be relatively expensive but still well within the target. Although the paid channels were used to fuel the referral machine we had post-registration they did really well in giving significant registrations as well.

The referral program along with organic push helped us get 7000+ enrolments within a week of starting the campaigns at an overall average CAC of Rs 8 (per enrolment).

1. We began with a thorough audit to uncover issues affecting the blog’s search performance. The next steps involve repurposing existing content and creating new, relevant pieces. Initially, we’ll focus on low-competition topics to build authority before tackling high-volume, competitive ones.

2. Post the SEO audit and fixes, our team collaborated closely with Decathlon’s Content team. During our content audit, we found that much of the existing content was tailored for the European audience and needed adjustments to align with the Indian market.

3. Next, we delved into keyword and topic research to pinpoint the content Decathlon should create for an immediate traffic boost. We discovered numerous monthly topics that significantly increased their traffic.

Within 3 months of starting, we increased the traffic to 10x and were able to achieve a sustainable growth of 100% month on month.