Stretch studios: 400 leads at 2,2$. Sales - 2512,2$
Daria Volchkova
About the project
I was approached by a client - a stretching studio from Russia. The population of the city of about half a million people. The client was important - to bring to a paid trial lesson those who live within a radius of 5-7 km from the studio.
- Trial lesson at a price of $ 2.
- High LTV. Having bought a subscription for the first time, with the right service, the client stays with you for a long time.
- Fear, especially among women over 30-35. That they are "wooden", sit on the splits will never be able. And in general, the classes will only bring pain. This and not only - should be dispelled in advertising, closing all objections. And showing that the client will receive from the class.
Stages of work
- Analysis of the target audience
Many businesses think that their audience is all women. Even if you have a product of mass demand - it is far from it. Your audience still has segments. And each segment has its own pains, needs and objections. What she fears, why she comes for the service, what hidden motives to buy.
I do audience analysis based on customer feedback on the service or product, comments on the put, reviews on popular review sites and forums. This is a much more reliable way than just taking this information from your own assumptions.
2. Analysis of competitors
Also an important part of the work. Competitors' advertising, their offers, advertising layouts and texts are analyzed. Also, considerable attention is paid to the landing pages and their content, scripts sales and response time in direct, the content on the site and profile in instagram. Based on all these indicators - the client understands what his advantages and TOC. And what are the disadvantages worth tweaking and improving.
Also an important part of the work. Competitors' advertising, their offers, advertising layouts and texts are analyzed. Also, considerable attention is paid to the landing pages and their content, scripts sales and response time in direct, the content on the site and profile in instagram. Based on all these indicators - the client understands what his advantages and TOC. And what are the disadvantages worth tweaking and improving.
3.Setting up an advertising account.
Before we started, a business manager was set up: the information about the company was introduced, the maximum possible number of accounts to switch to one of them in case of blocking, etc. We decided to advertise on the quiz (a questionnaire with a form for submitting an application on the last screen). Binded to him the domain. Many people make the mistake of not tying the domain. Thus losing a significant part of users with ios14.6 and above, who refused to track their data. Install Pixel, Yandex. Metric, prioritized events.
Before we started, a business manager was set up: the information about the company was introduced, the maximum possible number of accounts to switch to one of them in case of blocking, etc. We decided to advertise on the quiz (a questionnaire with a form for submitting an application on the last screen). Binded to him the domain. Many people make the mistake of not tying the domain. Thus losing a significant part of users with ios14.6 and above, who refused to track their data. Install Pixel, Yandex. Metric, prioritized events.
4.Creating a Quiz
As I wrote above - we decided to advertise on the quiz. It consisted of 4 questions, after the passage of which it was necessary to leave a phone number to fix a discount. Applications also came in Direct, and many people left their phone numbers there too, but we did not count them.
As I wrote above - we decided to advertise on the quiz. It consisted of 4 questions, after the passage of which it was necessary to leave a phone number to fix a discount. Applications also came in Direct, and many people left their phone numbers there too, but we did not count them.
5.Analytics
Yandex.Metrika was attached to the quiz for deeper analysis. With the right settings you can analyze every day - changes in the quiz. How an addition or a change of a question affects its conversion. With which creatives have a large percentage of failures, and from which there are more and better quality applications.
Nowhere without analytics - but why few people work with it.
Yandex.Metrika was attached to the quiz for deeper analysis. With the right settings you can analyze every day - changes in the quiz. How an addition or a change of a question affects its conversion. With which creatives have a large percentage of failures, and from which there are more and better quality applications.
Nowhere without analytics - but why few people work with it.
An example of one of the reports in Yandex Metrika
Result
- Spent - 891$
400 applications received
The average price of the request -2,2$
The price for a minimum subscription of 8 sessions - 60$
In total we earned $2,139
ROI = 189%.
Requests in Direct were not counted, although there were a lot of them. Above are only those who bought a subscription immediately after the class. But remember about the high LTV.
Screenshot from the advertising cabinet (In the screenshot data from only 1 cabinet)
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