Where parents stall — and which months make each stage critical
Education · Thailand ISModelled pattern
Combined signal: Tour friction peaks just as Tour Demand hits its highest months (Feb–Apr). Deposit friction is hardest to fix — yet Deposit Intent peaks Apr–May and passes fast. Schools that don’t solve these two stages before Q2 are handing enrolments to competitors.
Summary
Highest friction + revenue
Tour · Deposit
Both 9/10 severity & impact
Critical window
Feb → May
Tour + Deposit demand peaks here
Quickest win
Apply · Awareness
High ease-to-fix, low effort
Enrollment funnel · click stage to explore
Friction map · bubble size = friction severity
Timing intelligence · when each stage is most active by month
Term start
Score 1–10
3 Insights
01
Schools are losing families after inquiry, not before it, Tour and Deposit carry the highest friction (9/10) yet sit in the middle-to-late funnel. That means the leads schools paid to acquire are slipping away at the moment closest to conversion — not at the top where most marketing budgets are spent.
02
February to May is the most expensive window to get wrong, Tour Demand peaks Feb–Apr while Deposit Intent peaks Apr–May. The two hardest stages to fix collide directly with the months when parents are most active. Schools that haven't resolved their tour experience and deposit process before Q2 are losing enrolments without ever seeing it in their data.
03
Apply is the most overlooked quick win in the entire funnel, Friction sits at 7/10 but Ease to Fix scores 9/10 — the easiest stage to improve in the whole journey. Reducing paperwork and publishing a clear application checklist can lift completion rates immediately, with almost no budget required.
Key Questions
?
Do you know exactly where in the funnel your families are dropping off?
If you don't track inquiry-to-tour ratio and tour-to-deposit ratio separately, you're optimising blind. The drop-off point is almost never where schools assume it is.
?
Is your Tour and Deposit experience ready before February?
By the time parents arrive, there's no runway left to iterate. The window to fix these stages is Q4 — not Q2.
1 Recommendation
💡
Fix Tour first. Everything else can wait.
Across all three dimensions — high friction, high revenue impact, and still fixable (8/10 ease) — Tour delivers the highest ROI per unit of effort. Start with the smallest measurable thing: track the time from inquiry to confirmed tour appointment. If it exceeds three working days, that's your first problem to solve.
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