Svolta - personalized life coach | From 155€/lead to 15€/lead within 6 months

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Key Results

Cost per Lead: from 155€ to 15€ within 6 months

Overall Conversion Rate: 6.71%

Awareness: from 400 followers on Instagram to 3474 within 6 months (high-targeted)

Client won an investment round of over $100k thanks to the good results

Brand description

Svolta is a personal coach service that helps you set up an action plan for your future, made up of a team of psychotherapists, psychologists, and HR managers, who follow the client from the beginning to the end of the path.

One of the coaches follows the client individually by supporting him with individual coaching sessions and exercises adapted to the person's needs.

Their ideal (and usual) client is someone between 25-34 who is not happy with his current job, confused after a master/post-degree certificate, or wants clarity on his life.

The Initial Situation and strategy.

We got hired to make the project work from 0. They had only a landing page ready and no historical data to help.

The service was already tested, they launched it the previous summer through an Influencer (in the personal growth niche) with good success and good feedback - that's why they wanted to “really” launch it to the market by advertising it.

Our first target was on the creative part and to give them feedback about the landing page. They weren’t sure of their offer (as we said it was never tested on the market)

The first creatives we tested were the ones with their previous year’s video feedback, a couple of reviews from one of the coaches (the influencer), and a couple of infographics.

We tested them with some different interests around the personal growth one, ex. carried development, psychology, personal development, life coaching, motivation etc..).

They didn’t know yet their CPL target, because of the lack of data and their conversion rate from these leads. We figure out our first CPL target needed to be around 50-70€ - they knew their project would have been difficult at the beginning because of this lack of clarity ok KPI, in fact over the previous target another one was to figure out the KPI to make this project profitable.

As you can see from the first weeks of the test we didn’t reach the first target, one of the main reasons was a not complete offer and the complexity of it.

We could understand that thanks to:

Feedback from past clients and people in the same niche

Hotjar recording

A bad percentage from landing page and lead

The good thing is they had a CR rate of over 20% of the leads they received - a great signal of the quality of the service.

We made a strategic call on their offer and we totally changed the landing page (stopping the ads for more than 2 weeks).

An important missing part was the grantee: we added one giving back money (100%) if you are not satisfied with the service, no question made. We believe this one is one of the most powerful levers to convenience someone to buy or leave their lead. Moreover, we made them add more video reviews and add a free session of 30’ with a coach for people not sure about the service. (The design of the landing was changed too).

Below is the result we got in a week after the new landing page:

Translation: “compared with the previous landing page the results are definitely better, from 150€ per lead now we are at 30€!”

We hit the target straight after the new landing.

Then we optimized the Facebook ads with new creatives, a better audience and the client decided to triple the budget because of great results!

We found a more precise KPI (after they made more than 100 calls and 300 leads)

CR 7%

CPL target: < 40€

As you can see from the screenshot at the end we kept our CPL below 20€ for August and September too.

Another interesting part happened on their Instagram page. Since our management (only with the conversion campaign) there went from 400 followers to over 3300.

All these new followers came from lead ads, which means it is a community made of potential customers, not people who just put likes. In fact, during August and September, they received over 40 spontaneous requests from their Instagram chat (or as an answer from a story) directly and converted most of them!

The highlights of Facebook Ads and Strategy

As always we started to test our first creatives with different interests (as mentioned in the previous part) and then (in this case after the landing page update) new creatives. We discovered 2 winning and different ads: one testimonial and one review (with a graphic template)

As soon as we found them we took 2 ways to keep the results stable (it worked for over 2 months):

We produced over 10 similar variations to the 2 winning ads and duplicated them with the same interest.

Duplicated the same 2 winning creatives with similar interests.

Duplicated the same 2 winning creatives with a new copy.

Translation: “The campaigns are very stable, I'm scaling the best-performing Adsets and continue to keep them as stable as possible. That there are these results in August are good, they tend to drop a lot and then recover in September.”

The strategy worked out well, as you can see in the screenshots below.

Of course, we worked with a full-funnel approach dividing the campaign into TOFU and retargeting (both MOFU and BOFU). Thus everything was kept very simple and very optimized, as you can still see from the screenshot below.

Over time the management evolved: after around 500 leads and 50 clients closed we gathered feedback and adapted the communication:

We added 3 different services (Premium, Classic path and 1 session only)

We changed the ads communication moving to UGC with specific angles

The landing evolved based on the objections and feedback.

That resulted in an essential increase in lead quality and peaks of 45% CR!

That allowed the client (in April) to easily win a round of investment of over $100k, chosen by a pool of over 50 projects, and expand even further it.