case study

Computing, London

Find out how I generated 2,807 membership sign-ups in 4 months.

Membership sign-ups obtained in 4 months

£ 0

Average cost per membership sign-up

0 %

4.74% Conversion rate, increasing month on month

0 %

132% increase in engagement rate

Client project

Computing is the leading information resource for UK technology decision makers, providing the latest market news and hard-hitting opinion.

Computing, a premier information resource for UK technology decision makers renowned for delivering cutting-edge market news and thought-provoking insights, approached me with a crucial challenge.

The brand was not gaining adequate exposure due to a lack of impactful advertising campaigns driving relevant traffic to their website. Consequently, they experienced low website conversions and sought my expertise to devise a cost-effective strategy that would effectively target in-market, high-intent users and maximise visibility within their allocated budget.

To ensure the success of the project, a comprehensive audit was conducted, revealing key performance optimisations that needed to be implemented.

Solution

To address Computing's advertising challenges, I undertook a series of significant enhancements to their LinkedIn and Twitter campaigns. The current lead generation campaigns aimed at capturing membership registrations were not yielding the desired results.

To improve the outcomes, I initiated a complete rebuild of all campaigns. The process began by meticulously compiling a targeted audience list, considering specific locations and competitors. Working closely with the team, we refined the list to ensure utmost relevancy without compromising the potential reach of the campaigns.

Next, attention was directed towards crafting captivating graphics and ad copy to be included in the initial A/B ad testing. Unlike previous approaches, which relied on link previews as ads with minimal copy and no compelling call-to-action (CTA) for enticing membership registrations, I designed a set of templates featuring clear CTAs. Additionally, a diverse range of graphics was created to entice potential members.

The strategy to attract sign-ups involved not only highlighting the benefits of membership but also providing sneak previews of exclusive member-only content, showcasing the valuable offerings.

I implemented conversion tracking using UTM parameters and setting conversion goals in GA. UTM parameters enable effective segmentation of data in Google Analytics, facilitating analysis by campaign, source, medium, and more. This allowed Computing to witness firsthand the outstanding results achieved and provided valuable insights for further optimisation and recommendations. Moreover, I leveraged retargeting methods, audience lists, and lookalike audiences to fully maximise performance - a strategy previously underutilised by Computing. This included uploading existing client data to create lookalike audiences mirroring our ideal customers. Furthermore, retargeting was employed to engage individuals who had previously visited the website, interacted with paid or organic content, or taken other meaningful actions such as following, sharing, or commenting on posts.

The past four months have witnessed an exponential surge in results month after month, resulting in a remarkable 2,807 membership registrations, with an impressive average cost of £0.61 per sign-up. Each month demonstrates a continuous increase in sign-ups alongside a reduced cost per result, clearly proving the outstanding performance of the campaigns.

results

Working with computing I have:

Formulated an effective paid and social strategy that increased brand awareness, maximising relevant impressions and clicks.

Increased conversion rates from 0.5% to 4.74% and growing month after month.

Improved ad relevancy by using niche targeting, creating compelling ad copy and enticing ad graphics.

Reduced initial CPC by 77%.

Increased CTR by 325%.

Developed a close partnership with the team at Computing which has enabled me to devise stronger campaign results through continued communication.

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