Online gymnastics school: 521 registrations at $3.47, 107% ROMI, $1,809 budget

The task

Bring parents of young gymnasts to a webinar with a subsequent course sale.

What we did

• Made a LOT of ad creatives (20 of them) with different messages and visuals — based on data from the in-depth interviews the client had conducted.
• Tested all the creatives and realized we needed ONE clear message and a VERY bright ad layout — then it floods with qualified leads and sales. It turned out gymnasts’ moms love QMarketing-style creatives.
• Looked not only at cost per registration but also at cost per webinar attendee: there were creatives and funnels that brought many registrations but with low attendance.

Results

• Ad budget — $1,809
• Registrations — 521
• Cost per registration — $3.47
• Revenue — $3,740
• ROMI — 107%

Insights

• One clear message + a bright layout work better than spreading across many different messages; tests on 20 creatives are needed to find that winner.
• The client’s in-depth interviews are fuel for creative hypotheses: hitting the audience’s visual code (QMarketing style for gymnasts’ moms).
• Optimize by a metric lower in the funnel (cost per webinar attendee), not only by cost per registration — a high registration rate with low attendance is misleading.