case-studies

FRAI: Improved paid conversion rate (2x)

Ansh Agrawal

Ansh Agrawal

— 1 min read

About FRAI

FRAI is an AI-driven product designed to help users clear interviews using the help of AI-interviewer for their live job interviews. As the product grew, the team needed clarity on user behaviour, conversion drivers, and the effectiveness of their experiments. Without a clear understanding of what was working, and what wasn’t, it became challenging to scale growth with confidence.

Challenge: Lack of Visibility Into Product Performance & Growth Levers

FRAI was facing several interconnected issues:

  • Limited understanding of which user segments were converting
  • No clear insights into why some users dropped off
  • Difficulty evaluating whether new experiments or features were successful
  • A general lack of visibility into product metrics and behavioural patterns

This made it hard for the team to prioritize improvements or know which initiatives would meaningfully impact conversion and revenue.

Solution

We partnered closely with FRAI to build a clear, insight-driven growth workflow.

1. Deep behavioural analysis

We identified:

  • Which user segments converted best
  • Where drop-offs were happening in the funnel
  • What behaviours correlated with long-term engagement
  • Which journeys and touchpoints needed improvement

2. Actionable product recommendations

Based on insights, we gave the team clear direction on:

  • What to fix
  • What to improve
  • What to double down on
  • Which flows were hurting conversions
  • Which features were driving value

3. Designed and ran structured experiments

We collaborated with the team to:

  • Launch meaningful A/B tests
  • Validate hypotheses with data
  • Iterate quickly based on real behavioural feedback
  • Measure experiment impact with clarity

This helped FRAI go beyond intuition and build a repeatable experimentation process.

Result

The combined effort of insights, product changes, and structured experimentation led to a major improvement:

  • Paid conversion rate increased 2×

The team now has a much clearer understanding of their product, their users, and the levers that drive growth, enabling them to continue iterating with confidence.

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