Post by account_disabled on Jan 24, 2024 8:13:27 GMT
It is not easy to advance in the language school segment: clients come from word of mouth and prefer to call in person rather than sign up through the form on the website. The BigStep English school has learned to measure this seemingly vague promotion format. Let's look at their example of how to increase the number of leads by 40% by optimizing contextual advertising. Input data Client: language school Region: Kiev, Ukraine Goal: reduce the cost of customer acquisition, optimize advertising in such a way as to attract more customers A common problem with language schools is dumping. High competition forces schools to lower prices, which subsequently lowers the quality of education.
Classes are Fax Lists overcrowded, students do not receive enough individual attention, and some courses even bring together people with different levels of language proficiency in one group. The client did not get involved in the race of cheapness and focuses on the original teaching methodology and classes in small groups. As in the case of other “complex” products, it turned out to be impossible to describe all the advantages of the technique in contextual advertising, so potential students are invited to a trial lesson. In general, all advertising is aimed at promoting the first free lesson. Customer journey The main source of leads was word of mouth - 70% of new students heard reviews about the school from their friends.
The client’s journey looked like this: the school was recommended by friends or relatives, after which the person visited the site from a search or social networks and signed up for a class. customer journey language school The company is focused on bringing back those who once heard about the school but did not apply. For this we used: contextual advertising; KMS; Facebook; remarketing. For each channel, the school measured the number of leads, their cost, and the cost of attracting a client. The school also introduced its own intermediate indicator - CPFL (Cost Per First Lesson) , that is, the price of the first lesson. To find out, experts divided the investment in the channel by the number of leads who came to the trial lesson from this channel.
Classes are Fax Lists overcrowded, students do not receive enough individual attention, and some courses even bring together people with different levels of language proficiency in one group. The client did not get involved in the race of cheapness and focuses on the original teaching methodology and classes in small groups. As in the case of other “complex” products, it turned out to be impossible to describe all the advantages of the technique in contextual advertising, so potential students are invited to a trial lesson. In general, all advertising is aimed at promoting the first free lesson. Customer journey The main source of leads was word of mouth - 70% of new students heard reviews about the school from their friends.
The client’s journey looked like this: the school was recommended by friends or relatives, after which the person visited the site from a search or social networks and signed up for a class. customer journey language school The company is focused on bringing back those who once heard about the school but did not apply. For this we used: contextual advertising; KMS; Facebook; remarketing. For each channel, the school measured the number of leads, their cost, and the cost of attracting a client. The school also introduced its own intermediate indicator - CPFL (Cost Per First Lesson) , that is, the price of the first lesson. To find out, experts divided the investment in the channel by the number of leads who came to the trial lesson from this channel.