Overview
McGraw Hill Edge had a strong product in EdgePass, one subscription covering courses, eBooks, tests, and live sessions from authors exam aspirants already trust. But in a category where students spend weeks comparing options before spending a rupee, having a good product isn't enough. They needed a performance strategy built around how this audience actually makes decisions. This is one of those successful business stories in India where the right approach changed everything.
Objectives
The goal was to grow EdgePass Membership enrolments as the primary KPI - using Essential Packs, Courseware, and App Installs as feeder funnels that warmed aspirants up before asking them to subscribe. Scale app installs efficiently, bring down acquisition costs across all four products, and build a system that could keep performing as budgets grew.
Challenges
Exam prep buyers are slow to convert and hard to target broadly. They research heavily, use free resources for weeks, and only pay when they're confident. McGraw Hill Edge also had four monetisation paths running at once, and without a clear funnel structure, budget bleeds fast toward users who browse and never buy. The challenge was getting the right person into the right product at the right moment, every time.
