Iqra
Case Study 09 · Iqra
Baccalaureate exam-prep EdTech · Morocco · FR / EN / AR
Payment conversion doubled on a funnel that had never been instrumented.
Iqra prepares Moroccan lycée students for the Baccalaureate, in three languages, with a thousand-video library and 1–2K signups a day. Almost none of them paid. A 90-day sprint gave the product an analytics taxonomy, a personalised onboarding, a notification lifecycle and a knowledge graph for maths.
- Payment conversion
- 2×
- Signups per day
- 1–2K
- Languages
- 3
- Videos mapped
- 1,000+
0.5% → ~1%
Top of funnel
French, English, Arabic
Maths knowledge graph across TC, 1BAC and 2BAC
Figures supplied by the client's leadership; conversion is approximate and mid-programme.
01 — The Situation
Plenty of signups. No idea which ones would pay, or why.
The product had traffic and content but no event taxonomy, so nothing could be personalised and nothing could be tested.
Where it started
- Payment conversion around 0.5%.
- No analytics taxonomy; personalisation impossible.
- One onboarding for every student, in every language.
- Curriculum organised by video, not by concept.
Where it is now
- Event taxonomy and product requirement documents shipped; Mixpanel and Segment evaluated.
- Onboarding personalised by level and language, in English, French and Arabic.
- A notification lifecycle tied to exam dates.
- A maths knowledge graph across TC, 1BAC and 2BAC, ready for adaptive sequencing.
02 — What I Did
Instrument, personalise, then structure the curriculum.
- Analytics
Taxonomy and PRDs
The event model the product needed before any experiment could be run.
- Onboarding
Personalisation by level and language
Trilingual onboarding screens and a notification lifecycle.
- Curriculum
Maths knowledge graph
Concept-level graph across three Baccalaureate levels, built AI-first from the video library.
- Acquisition
Meta acquisition plan
Audience and creative framework for paid growth once the funnel could hold it.
03 — The Result
Conversion doubled; the second scope is under way.
A 2× on conversion at the same traffic is the cheapest growth a product can buy.
Payment conversion, same traffic
Share of signups that pay, before the sprint and mid-programme. The client reports the current figure as approximate.
- After the 90-day sprint
- ~1%
- At the start
- 0.5%
Payment conversion
0.5%~1%
Foundations
An event taxonomy, product requirement documents, trilingual onboarding and a notification lifecycle tied to exam dates.
Curriculum
1,000+ videos mapped into a concept-level maths knowledge graph across TC, 1BAC and 2BAC.
- Payment conversion 0.5% → ~1%.
- Analytics and onboarding foundations in place.
- Engagement renewed into a second scope.
Work With Me
Have a growth problem worth solving?
Tell me where your marketing is leaking. I’ll help you see which demand you are creating and which you are only collecting.