
MOVING THE FIRST STEPS
As a first step, we developed a full auditor outlining all the main elements that needed to be substantially improved in order to drive conversions up.
The main goal was to drive free trials of new users. They already had solid benchmarks regarding the cost for activation of a new user who started a free trial, therefore the scope of the work would be to increment the volumes and get to a CPL of less than $40.
So far, they have been collecting new acquisitions in an organic way, but the cost for the lead on the ad account was very very high (around $200).