Case Study
The Test Tribe
The Test Tribe is Asia’s Largest Software Testing Community with a growing global footprint. They help Software testers up-skill themselves through courses, network through online and offline conferences and grow in their careers through mentorship from Testing leaders.
Campaign
Event Ticket Sales – Indiawide
Industry
EdTech – Software Testing
Key Growth Levers
Here Are Our Results
HIGHER YOY ATTENDEES
0
%
HIGHER YOY PAID ATTENDEES
0
%
CAC REDUCTION YOY
0
%
Here's How We Did It!
Key Challenges
TTT had been running online conferences since a couple of years. Through good speaker lineups and strong community connect – they had created a good initial user base but were struggling with monetisation and scale up of marketing efforts. They wanted to start offline conferences as well as courses for the software testing community to run alongside their online conferences.
Can we help TTT to scale monetisation of existing online events? Our first key goal was to help TTT get high number of signups for their Online Conference.
And post that the next project was to help them diversify by launching courses and also offline conferences.
And post that the next project was to help them diversify by launching courses and also offline conferences.
Approach
Across audiences, creatives and landing pages – we did a lot of strategic testing to keep identifying areas that could help us scale and continuously improve ROAS.
- Cluster Testing
We tested interests in groups to identity better-performing groups. Then we broke down the individual interests of better-performing groups and optimized these every 2nd-3rd day to narrow down on winning audiences.
- Creative Optimization
We started testing statics along with 1 video. Identified the best-performing hook for statics was the salary hike after gaining skills from the event. We then converted this angle to video assets that eventually became the best-converting assets after a few iterations.
- LLA Testing
The expectation was that paid LLA audience from last year’s event would perform best but ultimately it didn’t. We then tested few similar audiences but failed. What finally worked best was LLA of audiences who had competed for 2+ hours of watch time in last year’s event. This refined our seed list and created the best performing LLA.
Impact
Continuous Improvement Every Week
For the entire 2 months leading upto the Online Conference, we were rigorously testing audiences, interest LLA data, and creative messaging and we saw a downward trend in cost per acquisition for the same.
CAC Impact
CAC improvement every week for 2 months, leading up to the event. We reduced overall CAC by 58% and got significant more paid attendees than last year.
Scale Delivered
We saw 220% Higher paid signups compared to last year and hence also had a much bigger customer base to play with for launching courses and offline conferences.
