An education SaaS company which knows exactly what to optimize next.
This software education company was struggling to understand what to do with their marketing stack. Sign-up process, lead generation to revenue and costs to acquiring a free to paid subscription were all 'mixed'.
They have been incredibly attentive and detailed from the start. Our sales have more than doubled in less than 18 months. I know that every cent I spend on marketing is being accounted for. We are able to maximize our marketing dollars to the areas where we achieve the highest ROI.
Darla Torkelsen
CEO | SpeechTherapyPD.com
Revenue growth in 1 year
0 %
Product funnels
0 x
Recovered ARR
0$MM
Introduction:
In today’s competitive Education & SaaS marketplace, optimizing the performance of is essential for driving customer satisfaction and revenue growth.
In this case study, we explore the data collection, visualization & pipelining strategies we employed to improve the performance of SpeechTherapyPD.com’s acquisition strategies. Our client, a software & education company, sought to increase new buyer acquisition, upgrade rates, and lead generation while maintaining a user-friendly experience for its customers.
Key Problem:
The main challenge faced by our client was to identify their up-funnel leading metrics and how they apply to a user journey for each vertical:
Lead Acquisition
Trial Acquisition
Upgrades
Account Acquisition ($,$$,$$$)
These KPIs included new buyer acquisition, upgrades, lead generation, and user engagement. Our client needed a comprehensive and actionable methodology to optimize these KPIs and drive sustainable growth.
Top 3 Lead Types by on-page conversion rate broken down by traffic source
Methodology:
To address our client’s challenges, we employed a data-driven approach. We collected data from multiple sources, including Google Analytics, user behavior, and conversion rates. We used this data to create a series of reports and visualizations that provided a holistic view of our client’s business performance.
Our initial audit & analysis revealed that their Single Page Application (SPA) was causing the majority of metrics to be tracked incorrectly.
For example; Pricing table views were dramatically lower than the number of clicks to begin creating an account.
Upon implementation; the implementation of solid data collection & reporting brought to light the significant differences in the conversion rates of different types of leads, such as free trials, white papers, and free accounts.
Additionally, we identified a notable drop-off in conversions between users who selected a pricing option and those who completed the account creation process.
Its remarkable how we can predict next months revenue using the systems [the mediauthentic team] is able to implement and coach
– Soomi Ye | Program Manager
Solutions or Recommendations:
Based on our findings, we recommended several strategies to optimize our client’s performance.
These included focusing on improving the conversion rates of high-value leads, enhancing the user experience during the account creation process, and refining the pricing page to encourage more users to select a pricing option.
We also suggested regular monitoring of the KPIs to identify trends and make data-driven decisions for continuous improvement.
I am not sure where we would be without the Vision Labs Team
– Darla | CEO SpeechTherapyPD.com
Conclusion & Current Status:
This client went from “Knowing next to nothing about custom acquisition” to know just about how every lead & user is generated!
This demonstrates the importance of a data-driven approach in optimizing the performance of a SaaS platform & how education can play into it.
By identifying key performance indicators and employing targeted strategies, we were able to help our client achieve sustainable growth. We believe that these insights can be applied to other Education & SaaS companies and e-commerce businesses to drive success in the competitive digital market.
