MyTutor is the UK’s leading EdTech platform, working with 9,000 tutors to provide online tutoring to over 200,000+ learners and parents. MyTutor marketed its services via an online marketplace aimed at parents and families (B2C), alongside direct sales to schools (B2B).
The product trio: Myself, Product Manager and Technical Lead.
4x engineers (FE and BE)
Sales, Marketing and Revenue Ops were the key stakeholders.
As part of the efforts to re-platform the B2C product and achieve profitability in H1 2025, I led the effort to re-envision our end-to-end parent-facing acquisition and conversion experience, encompassing PPC campaigns to purchase and everything in between.
Proposed delivery and discovery initiatives were organised into a quarterly roadmap with input from senior leaders in Sales, Marketing, and Revenue Operations. We utilised Lightdash to constantly track the health of the conversion funnel and assess the impact of features and updates. Alongside this, feedback sessions with sales leaders, monitoring sales calls, and in-product feedback surveys provided us with valuable evidence to shape our roadmap.
At launch, we used a sign-up process that collected extensive details about parents' tutoring needs. We believed that gathering more information early would improve tutor matching and boost overall conversion rates. However, reduced sign-up rates caused by the increased friction outweighed conversion improvements deeper in the funnel.
In response, we removed all but the most critical steps to reduce friction, moved account creation later in the flow to encourage customer investment and increased the number of sign-up entry points on the marketing site.
All these updates resulted in an immediate 45.1% increase in sign-up form completion and caused conversion from land to sign-up on the new platform to outperform the existing one by 47%.
After learning that parents were initially contacting more low-price band tutors on the new platform, we’ve reviewed our budget selection steps to see what improvements could be made.
In response, we simplified the budget selection page and filters by reducing options and rounding costs for easier scanning. We also included a framing statement to highlight our competitiveness and rationale, and reordered the list to give the higher price point greater prominence.
The results were stunning - 44% of parents selected the ‘up to £50’ option, leading to a 14% increase in overall customer spend
For many parents, meeting the tutor was an essential step in establishing trust before they purchased lessons with them. However, finding shared availability, delays, and rescheduling meant that many meetings were left unattended (often by the parent).
To address this, with support from the sales team and existing data, we optimised our meeting booking module to accommodate busy parents' schedules. We allowed them to select multiple times across different dates, concentrating on a 4-day window to minimise forgetfulness. Additionally, we defaulted the time to 4 pm, aligning with typical availability for parents and students.
As a result, initial messages with a meeting time increased significantly, while meeting rejections decreased considerably.
As the rollout progressed, we observed that the sign-up to payment part of the funnel was significantly underperforming. After gathering feedback from the sales team and analysing sales calls, we found that parents were losing track of the progress of conversations with individual tutors.
To tackle this, we reimagined our tutor request module, bringing the most critical information and actions forward and streamlining the purchase process.
As a critical acquisition period approached, the marketing team wanted to quickly spin up several PCC campaigns to increase our lead volumes. However, they lacked time, budget for external support and engineering capacity to deliver the landing pages required to capitalise on this opportunity.
In response, I collaborated with our marketing designer to design, build (using Webflow), and launch a suite of landing pages. By adopting reusable components and patterns, I ensured that new pages could be built and updated quickly and easily.
The solution was highly cost-effective, with campaigns typically performing beyond expectations at a lower CPC. The setup allowed for an increase in the scope from 3 to 7 campaigns with limited additional support.