How INHUMANS CLUB achieved a 718.48% increase in conversions and 141% increase in transactions
Within 7 months the client found both an audience and sales in a big way.
Table of contents
Key Results
Conversions : Increased by 718.48%.
Transactions : Grew by 141%.
Marathon Participants : Surpassed 1,000 registrations.
ROAS : Campaigns became profitable.
Challenges
Inhumans faced several challenges:
- Low Sales & ROAS: Ad costs exceeded revenue.
- Audience Targeting Issues: Traditional ads failed to engage those struggling with alcohol.
- Website Inefficiencies: The site lacked clear conversion pathways.
- Confusing Pricing: A flexible pricing model created uncertainty.
Strategy
We focused on three core areas:
- Creative Testing: Identified high-performing ad messaging.
- Audience Targeting: Optimized to attract the right users.
- Website & Conversion Improvements: Enhanced site usability and tracking.
Creatives
We tested two approaches:
- Positive Framing (aspirational messaging): Performed best.
Best Ads: “Three weeks without alcohol. Return the collagen to your skin.”
- Negative Framing (problem-focused messaging): Underperformed.
Worst Ads: "Want to become a good husband? Join our marathon. 21 days without alcohol."
Audience Targeting
- Interest-Based Targeting: The best results combined alcohol-related and health interests.
- Gender-Specific Messaging: Helped refine engagement.
- Key Takeaway: Those interested in both drinking and health were most receptive.
Conversion Optimization
- Initial Phase: Used the Complete Registration event due to low purchase volume.
- Later Phase: Switched to Purchase event optimization, reducing cost per purchase by 18.6%.
Website Optimization
- A/B Testing: Improved homepage design increased conversion rate by 130%.
- Effective Headlines:
“21-Day No Alcohol Marathon: Start the New Year with Victories, Health, and a Clear Mind.”
“Your Liver is Calling: Quit Drinking After the New Year.”
Pricing Adjustments
- Switched from Voluntary Pricing to Fixed Tiers:
$40 (Discounted to $20 for early buyers).
$90 (Honorable Sponsor status).
- Results: 718.48% increase in conversions; users committed more with fewer pricing options.
Discounts & Urgency Tactics
- Limited-Time Discounts:
Header banner announcing the offer.
Pop-ups on the checkout page.
Results: 141% increase in transactions.
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