East-Asia based investment portfolio management and advisory firm was struggling with driving their customers to sign up for the premium/VIP club membership.
The company had been increasing marketing dollars spent in the last 2 quarters just to hit the sales/sign up targets, but the conversion rate from free account to a premium membership did not move proportionately.
Majority of the website traffic was coming in from paid advertising on search engines and social media.
01. Moved the brand from their old attention-grabbing marketing to advertorial content of longer format.
02. Evolved the brand persona from a service provider to trustworthy professional by producing relevant and rich content of various formats on social media.
03. Pursuing an “advocacy approach” we set up a weekly podcast with guest interviews from within the community and a new affiliate program that resulted in a much higher sense of trust.
04. Complete overhaul and streamlining of the website based on insights derived from tracking user journeys across multiple channels.
In the past year, we achieved a remarkable 220% increase in premium signups, surpassing our targets. Our strategic adjustments led to a 40% reduction in ad spend in just 8 months.
Visitors now engage 5 times more with our content, spending double the time. Our community flourished with an 85% rise in webinar attendees and a notable 60% increase in conversions, showcasing our impactful transformation and heightened engagement.
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