How Mindvalley turned browsing into sales through expert lead generation and retargeting
In 6 months prospective customers became actual customers due to simpler messaging and purchasing processes.
Table of contents
Key Results
Meta Leads : Increased high-intent leads with Custom and Lookalike Audiences.
YouTube Leads : Expanded reach and engagement through YouTube and Display.
Lower CPL : Reduced cost per lead with refined targeting and retargeting.
Membership Growth : Boosted sign-ups with a structured two-phase funnel.
Challenges
Mindvalley’s customer journey required extensive research before purchase. Our goal was to simplify this process and guide users through a structured funnel, divided into:
- Lead Generation
- Remarketing
Stage 1: Lead Generation
We targeted three groups:
- Self-Improvement Enthusiasts
- Personal Growth Seekers
- Individuals Exploring Hidden Potential
Creatives & Messaging
- Focused on self-improvement, growth, and personal transformation.
- Designed to spark engagement and encourage learning about Mindvalley.
Channels Used
- Meta Ads: Custom and Lookalike Audiences.
- Google Ads: YouTube & Display networks for broader awareness.
Stage 2: Retargeting
Once leads were captured, we nurtured them into paying customers through segmentation:
- Leads (Last 7 Days) - offered a 20% discount for immediate conversion.
- Leads (Over 7 Days) - directed to full-price memberships, with additional funnel engagement if they didn’t convert.
Personalised Retargeting
- Used Messenger & WhatsApp ads.
- Leveraged Meta Custom Audiences for maximum efficiency.
- Allocated more resources to Meta than Google due to stronger performance.
Key Takeaways
1. Optimise for Purchases: Even lead campaigns should focus on high-value users.
2. Dynamic Creatives Work: Testing variations consistently improved results.
3. Lookalike Audiences Are Key:
- 1% lookalikes for large markets (e.g., US).
- 3-5% lookalikes for smaller markets.
4. Platform Synergy Boosts Performance: Meta and Google Ads together had a multiplier effect.
5. Competitor-Based Targeting: Targeting competitor audiences was highly effective.
6. Micro-Conversions Matter: Tracking user milestones (e.g., watching 30s of a masterclass) improved retargeting success.
Client's Words
Product sales have increased, resulting in a larger return on ad spend. The team's recommendation to introduce a new advertising channel has resulted in a new stream of customers. UAWC is a responsive, adaptable agency that brings a depth of industry expertise to the partnership.
I am impressed by their ability to adapt quickly to our ideas and changes.
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