Designed an acquisition tool specifically for PTE test takers

Leapscholar’s test prep business was built on IELTS, but 24% of our students were choosing PTE, and for Australia, New Zealand and the UK it was often the preferred exam. We had nothing to offer them.

PTE takers were preparing from scattered free videos and expensive mock tests, and many did not understand how PTE’s AI scoring marked them. Leap needed a way to reach these students and bring them into its paid live courses.

The PTE (Pearson Test of English) Academic is an English language proficiency test used for studying abroad, work, and migration purposes. It is a computer based test that assesses the listening, reading, speaking, and writing skills of non native English speakers.

Consistent practice with mock tests and section specific exercises is essential for boosting your PTE score. The more you practice, the more familiar you become with various question types and passages, making it easier to identify correct answers. Additionally, regular practice enhances both your speaking and listening skills, giving you a significant advantage on exam day.

PTE Market size is growing day by day, and it can contribute equivalent to 1/4th of current Leap’s IELTS business at scale, for LIVE batches as well as counselling.

Across all the students created by CSPs and Branches in the Geebee funnel, 24% have PTE as their English exam, second only to IELTS, followed by 17% with Duolingo.

• Duolingo is popular with students planning to go to USA (32% of overall students) or Ireland (30% of overall students)
• Students going to Aus, Canada, NZ and UK prefer PTE over DET or TOEFL (43% students going to UK have PTE as their preferred program, 23% for Europe)

To develop a comprehensive understanding of the experiences and challenges faced by students and working professionals as they prepare for the PTE exam, it is important to explore their study routines, time management strategies, and the resources they utilize.

Following the establishment of our research goals, we proceed to make a targeted questionnaire that aligns with those objectives.

1. What is your primary reason for taking the PTE exam? (Immigration/Academics/Job Requirement)
2. What score are you aiming for, and why?
3. When did you start preparing, and how long do you study daily?
4. How do you currently prepare for PTE? (Self study, coaching, online courses, etc.)
5. What resources do you prefer: video lessons, live classes, mock tests, AI scoring?
6. Why did you choose PTE over IELTS?
7. What features do you look for in a PTE prep platform?
8. What would make you purchase a PTE course? (Affordability, AI scoring, structured guidance, etc.)

We reached out to approximately 20 to 30 users and gathered valuable insights. You can find the detailed documentation at the link below.

There were majorly two user groups:

We conducted an analysis of seven competitors: Pearson, Preply, PTESkills, Future Learn, Better Think, ApeUni, and PTEMagic. Key details with feature metric, including their ASP and other relevant metrics.

Based on all of the research the product will have 3 main features:

Mock tests: Module wise and full length tests with score prediction available AI generated mock tests, with AI & Teacher QC

Video Lectures: Self learning lectures & course material

Quick Practice: 2 min Practice Exercises on question types to improve particular skills.

Pricing Insights: We spoke with users who have already taken PTE classes to understand their pricing expectations. The average price point they are willing to pay is between 4,000 and 6,000 INR. We also did competitive benchmarking with other platforms and this range aligns with market standards.

When users click on the ad from Instagram or Facebook, they are directed to this page. This approach effectively drives traffic, enhances SEO, and strengthens your brand presence. Since this is a new platform, having a single entry point where users can explore all the offerings and features will provide a clear and cohesive experience.

So, keeping all these things in mind, I decided to design the landing page. The things we wanted to highlight in the landing page are as follows:

Our goal was to design a dashboard that is simple and clutter free. At the top, we included a card encouraging users to book a teacher evaluation session. This 1 on 1 session allows the teacher to assess the student’s skills and provide a personalized preparation plan. This session is basically our demo in which the teacher tries to upsell the user.

• Clean and Minimalist Design: The dashboard was intentionally kept simple and clutter free to provide a seamless user experience.
• Nudge for Upsell: A prominent banner at the top encourages users to book a session, through that session we nudge the user to purchase our live product.
• Navigation bar: Helps the user to quickly navigate through different offerings of the product.

This tab provides a list of PTE question types, each accompanied by a video tutorial from our expert trainers. These videos share tips and strategies to tackle each question effectively. Users can then apply their learning through practice exercises designed to help them track their progress and improve their skills.

• Comprehensive Lessons: This offers a carefully curated collection of PTE lessons, designed to help users focus on key areas for improvement.
• Expert Videos: Each question type includes a detailed video where our PTE trainers share practical tips and tricks to tackle them effectively.

This tab provides a list of PTE question types, users can solve these practice exercises to improve their score. After submitting the question you get a detailed AI feedback and score.

• Comprehensive Practice Questions: This section offers a well structured collection of PTE question types, carefully designed to target specific skills. Whether users want to improve their speaking, writing, listening, or reading abilities, these practice questions provide focused preparation to strengthen their weaker areas.
• Detailed Feedback: Each question type comes with detailed feedback and a performance score. This feedback highlights correct answers, explains mistakes, and provides actionable insights to help users improve their skills and achieve better results in future attempts.

These are full length PTE like tests. This simulates the exact PTE test environment helping the users to analyse their performance.

• Detailed Score Report: After each test, users receive a comprehensive scorecard that provides a detailed breakdown of their performance. This report highlights areas for improvement, and offers insights to help users track their progress effectively.
• Test Cards: Each test card presents essential information users need before starting the test. This includes details such as the test format, duration, and key instructions, ensuring users are well prepared and know what to expect.

Beyond the main flows, we designed for the moment that interrupts them most: losing the connection, both on the dashboard and in the middle of a timed test.

• Conversion to Live Course: 12% of users who purchase this course go on to purchase our live course.
• Positive User Feedback: Our NPS right now is at 60% and around 40% of users we reached out to expressed strong appreciation for our practice feature.
• Higher Conversion: Our Lead to Enrol for this funnel is 72%, which is amazing.
• Fast Execution: We were able to launch this product in 10 days.