Attackletics doubled sales with a neon storefront that opens like a plain one.
A smart batting tee and a finished coaching app, sold from a stock theme. Rebuilt in neon and scanlines, without making the phone pay for it.
2×Sales
+35%Order value
Platform · 14 weeks
askIITians gave parents and students separate front doors and 2.5× the conversion rate.
askIITians teach IIT-JEE and NEET preparation online, with tutors who sat those exams themselves. The rebuild had to serve students across India, NRI families in the Gulf, and term-time load.
ClientaskIITians
SectorOnline test preparation
MarketIndia and the Gulf
Timeline14 weeks
ServicesCustom Development, UI/UX, CRO
2.5×Conversion rate
+37%Sales
01The challenge
askIITians teaches IIT-JEE and NEET preparation online, with tutors who sat those exams themselves. Live classes, test series and doubt resolution run to students across India and to NRI families in the Gulf. The teaching reputation was established. Parents already knew the name, and the tutors were the reason they knew it.
Two people decide one purchase. The parent compares faculty and past results, and needs to believe the programme is serious. The teenager wants to know what tonight looks like and whether a doubt gets answered before the test. Build for one reader and the other quietly leaves.
Term-time makes that sharper. Enrolment, live classes and revision all peak in the same weeks, and everyone arrives in the same minute for the same class. A platform that holds up on an average day can still fail in the only minute a family is watching it.
02Our approach
UX
We stopped trying to write one page for both readers. The enrolment side would answer the parent: who teaches, what the schedule commits to, what happens when a student falls behind. The logged-in side would answer the student, and open on the next class rather than on a dashboard of everything. Same product, two front doors.
Technical
Term-time load is not an average, so we did not size for one. The minutes around a live class start are the whole problem, with everyone asking the same question of the same endpoint. The plan separated that path from the rest, so a class beginning could not slow down a parent halfway through enrolling.
Conversion
Retention decides a coaching business more than the first sale does, so the work aimed at what happens after enrolment. A doubt answered the same night is what a family renews on. That made doubt resolution a conversion problem rather than a support feature, and it was designed alongside the enrolment pages.
03Design & UX
The enrolment pages read in the order a parent asks questions. Who teaches, where each tutor studied, what the term commits to, and what happens when a student falls behind. The faculty section sits above the enrolment form rather than below it, because it is the part actually being evaluated before anything is decided.
The student side opens on the next class and the next deadline. Everything else is one tap away rather than on the screen, because a teenager checking between school and dinner arrives with a single question. On a phone the doubt queue shows its position and its stated answer time, so waiting reads as progress.
Design & UX image
assets/img/cases/askiitians-learning-platform-design.jpgTwo front doors
The enrolment site answers the parent and the logged-in platform answers the student, because one screen written for both persuades neither of them.
Next class, not a dashboard
The student view opens on what happens tonight. A grid of everything answers the one question a teenager actually arrived with.
A queue you can see
Doubts show their position and a stated answer time, so a student asking late at night knows the question landed somewhere.
Faculty in full, not trimmed
Where each tutor studied and what they teach stays on the page, because that detail is what a parent compares between programmes.
04Development & technical implementation
The platform runs on React and Node with PostgreSQL behind it. Batches, schedules and test series are modelled as data the team edits, so a new batch goes live without a developer. Meilisearch runs search across questions, topics and past papers, which is how a student finds one explanation late at night.
The live-class path was separated from the rest and cached hard, because the minute a class opens is when the whole cohort arrives at once. Doubt resolution was rebuilt as a queue with a stated answer time, routed by subject to tutors who are awake. Enrolment runs on its own path and never queues behind a class.
We wanted to cut the faculty section down. The team said parents read it line by line, and we doubted that. Testing settled it: the longer version, with where each tutor studied and what they teach, converted better than the tidy one. We kept it and moved it above the enrolment form.
Development image
assets/img/cases/askiitians-learning-platform-build.jpg05
Key solutions.
The parts of the build a visitor would point at.
01
One product, two audiences
The enrolment site is written for the parent and the logged-in platform for the student, so neither reader is asked to ignore the other.
02
Opens on the next class
A student lands on what happens tonight rather than a dashboard, which is the one thing they came to check between school and dinner.
03
Doubt queue with a clock
Questions are routed by subject and carry a stated answer time, so a student asking late at night is not left in silence.
04
Built for the worst minute
The live-class path is separated and cached, so a class opening at full strength does not slow a parent halfway through enrolling.
05
Search across everything taught
Meilisearch covers questions, topics and past papers, so a student revising finds the right explanation without asking anyone for it.
06
Batches the team can add
Schedules, batches and test series are data rather than code, so a new term goes live without a developer being booked.
06
The result.
What the work changed, in the numbers the client reports.
2.5×Conversion rate
+37%Sales
The conversion rate is 2.5× what it was. The traffic did not change character. The same parents arrived, and more of them found their answer before leaving the page. Enrolment stopped depending on a phone call to close it, and stopped depending on office hours with it.
Sales are up 37%, which for a coaching business is mostly renewals rather than new names. A student who gets a doubt answered the same night stays for the next term. Retention is the quiet half of that figure, and it is the half that compounds from one term to the next.
The platform now carries the term-time spike without a scheduled apology, and the team can add a batch without calling a developer. Neither of those shows up in a number. Both are the reason the numbers held once the term actually started.
07
The finished site.
Live, and running the business it was built for.
The askIITians platform is live and running two experiences from one product. Parents meet the faculty and the term commitments before the enrolment form. Students open on the next class, ask a doubt and watch it move up a queue, and the site holds when the cohort arrives together.
Visit the live site“
Our parents and our students want different things from the same screen. We stopped arguing about it and gave them different screens.
— Head of Product, askIITians
09
Tech stack.
What it is built on, and what it talks to.
ReactNodePostgreSQLMeilisearchGA4Hotjar
10
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