Decrease in cost per
The first thing we started with is testing different points in the sales funnels to optimize on. A few that we went through include a webinar, a chat bot, direct app installs. We found that focusing on direct app installs and using retargeting would produce the best efficiency so we began to optimize on this event.
After a good amount of creative and copy testing, we then realized that the messaging wasn’t resonating with the audience. We started testing two new themes – “Learn how to code” and “Break into a tech career” both of which largely increased click through rates and, in turn, download rates. We also saw a huge uptick in down funnel conversion.
Lastly, on the data side we more granularly segmented audiences based on funnel data in app metrics. We found that focusing on the highest intent audiences with heavy retargeted largely increased our down funnel conversion rate since they were most engaged on the onsight. The result was an 85% decrease in cost per sign up and a 948% increase of sign ups in just 3 months.