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
As part of our Meta Ads Services to Scale, we structured lead generation around custom and lookalike audiences to attract high-intent users at the top of the funnel.
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
To support funnel awareness and consideration, our Google Ads management focused on YouTube and Display campaigns to expand reach and assist Meta-driven conversions.
- Meta Ads: Custom and Lookalike Audiences.
- Google Ads: YouTube & Display networks for broader awareness.
Stage 2: Retargeting
To ensure accurate retargeting based on user behavior and micro-conversions, we relied on reliable event tracking implemented via Server Side Tracking.
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
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