Learn To Trade saw a drop of 55% in their CPL on Facebook and a Conversion Rate of 23% for their Onsite events in the UK, Australia, Philippines & South Africa
Learn To Trade saw a drop of 50% in their Cost Per Lead across Facebook and a remarkable improvement in Lead to the Conversion rate for their Onsite events in the UK, Australia, Philippines & South Africa
Learn to Trade is Europe’s largest and most successful trader trading organization, with a 15 years history of major awards for service and quality. They have trained over 300,000 people worldwide to trade the foreign exchange and stock markets.
The majority of Learn to Trade’s sales came from their on-site events. Therefore, the quality and the cost of these leads was of paramount importance to their success. Low CPL and high Marketing Qualified Leads were our primary goal with this client.
INDUSTRY
Onsite Events,
Education
SERVICES
Facebook ads, Landing Page optimization
TIMELINE
2017-2019
LANDING PAGE
Impact
55.3%
CPL Reduction
$1,346,815
116,417
23%
Conversion rate
WHAT THE CLIENT HAS TO SAY
Business Needs
Learn To Trade had expansion plans across multiple locations. we need to craft a market entry strategy, tracking and measuring success create a fool proof execution plan.
Our Solution
Targeting Optimisation
There were over 200 campaigns running across 5 locations at any given time. Timely optimization of these campaigns to ensure no cannibalizing of ad sets, and frequent additions to the ads to ensure no ad fatigue were some of the urgent needs of the hour.
Team Scion immediately set about correcting the problem of overlapping adsets. We improved the targeting by segregating the audience based on demographic, behavior, and interest.
This enabled us to track each ad group and its performance against other ad groups. Non-performing ad groups were easily identified and required action was taken without wasting budgets.
Budget Optimisation
Once best-performing ad groups were identified, we were able to allocate more budget to these and club the non-performing ones under a single umbrella with controlled spends.
This single step was instrumental in bringing down the CPL by 50% within 45 days of taking over the LTT’s performance management system.
Custom Audience Exclusion
Agewise targeting
Before taking over, people between the age of 18 to 65 years were included in the targeting.
Upon analyzing the customer profile we realized that 75% of the buyers were 33yrs+. We proceeded to give more budget to this age group compared to earlier. 18-32 yrs age group were allocated controlled spends.
- Clear value proposition with social proof
Having the awards and recommendations in the first fold provided the much needed trust factor to the user.
The clear value proposition improved the chances of getting the lead in the 1st fold itself
Clear date and venue selection widget made it easy for the user to click through and register
- Head shot and introduction to the Speaker
For every user that scrolled past the 1st fold, it was necessary to proactively answer the questions in their mind. Adding the details of the speaker and the founder of the company helped establish authority in the field of Forex Training.
- Testimonials
To build trust and credibility among the audience, testimonials have been added to the landing page. Social proof played a critical role in increasing the conversion rate. Moreover, it has played a significant role in strengthening the brand image in the market.
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