Case Study 02 · EdTech Lead Generation
An AI-powered diagnostic tool that replaced 30-minute consultation calls with a 5-minute self-service assessment — capturing 100% of leads with automated CRM pipeline and AI-graded writing feedback.
The Problem
An Australian EdTech company specialising in selective school and Opportunity Class exam preparation was using 30-minute consultation calls to qualify and convert parent leads. The approach worked — but it had a ceiling. With a 40% no-show rate and a maximum of 20–30 consultations per week, growth was constrained by the sales team's available hours.
They needed a way to assess student readiness, capture lead information, and deliver personalised feedback — all without requiring a human on the other end.
Before
After
How It Works
The calculator is a single-page web application with a Cloudflare Worker backend. Parents complete an adaptive assessment, provide their contact details to unlock results, and receive instant personalised feedback — while all data flows automatically into Airtable.
Parents select their child's year level and target test (OC or Selective). The tool presents 24 multiple-choice questions across Reading, Maths, and Thinking Skills — calibrated to the appropriate difficulty. A timer tracks completion time.
For Selective School candidates, an age-appropriate writing prompt is presented. Students write directly in the browser with a countdown timer. The response is captured and sent for AI grading.
The writing response is evaluated by Claude against NSW curriculum standards for the student's year level. The API returns a structured assessment: a score out of 50, a key strength, an area to improve, and an actionable tip. Cost: ~$0.01 per grading.
Before results are shown, parents provide their name, email, phone, and child's details. Email validation runs in real-time. Results are only unlocked after the form is submitted — ensuring every completed assessment generates a qualified lead.
Results display immediately with a four-tier placement system, percentage breakdowns by subject, and the full AI writing assessment. Parents see exactly where their child stands relative to exam readiness.
Simultaneously, a PDF report is generated and stored in Cloudflare KV with a permanent URL. A Zapier webhook fires with all assessment data — scores, wrong answers, writing feedback, tier placement — flowing directly into Airtable for the sales team.
AI Writing Assessment
Rather than simple keyword matching, Claude evaluates writing holistically against the specific requirements of the prompt and the student's year level — returning structured, actionable feedback that parents genuinely value.
Sample AI Output — Year 6 Selective Writing Task
CRM Data Pipeline
Every completed assessment automatically pushes a comprehensive data payload to Airtable via Zapier. The sales team receives a complete profile of each lead before the first conversation — enabling targeted outreach instead of generic follow-up.
| Category | Fields Captured |
|---|---|
| Contact Info | Parent name, email, phone, child name, year level |
| Assessment Scores | Overall %, Reading, Maths, Thinking Skills (raw + percentage) |
| Tier Placement | Tier level (1–4), description, readiness assessment |
| Writing Assessment | AI score /50, strength, improvement area, actionable tip |
| Detailed Answers | Every wrong answer with student response vs correct answer |
| Report | Permanent PDF URL + base64 backup |
| Metadata | Timestamp, test type, time taken |
Cost Analysis
The entire system runs on free-tier infrastructure. The only variable cost is AI writing grading — and only for Selective School submissions.
Total variable cost at 1,000 leads per month — all attributable to Claude API writing grading at $0.01 per submission. Hosting, storage, backend compute, and CRM integration all run at zero ongoing cost on free-tier services.
Result
The tool went from concept to processing real parent assessments on the same day it was built — by a marketer with no traditional programming background, using Claude AI for all code generation.
The key insight: the most effective lead generation doesn't feel like lead generation. When parents receive a personalised, AI-graded assessment of their child's readiness — with specific strengths, weaknesses, and actionable tips — they're receiving real value. That value creates the trust and engagement that drives conversion.