Tayny Zhizni school: traffic for online education with 772% ROMI

Category: Online education. Goal: bringing in leads for the school’s webinars.

The task

Tayny Zhizni (“Secrets of Life”) is an educational project in psychology and esoterics, born on the island of Bali. The school has more than 20 masters and a large number of educational products.

The request from the school’s project manager was simple: bring more people to webinars. In their previous experience, launching paid ads had not been successful — either blocks, or bans, or a very high cost per subscriber.

The problem: every day one of the 20+ masters runs a webinar on a certain topic, followed by a course sale. They named three masters whose courses sell best right away, but it was unclear which specific webinar to send traffic to. Sales statistics by webinar were not tracked at all, so results could not be forecast.

What we did

Choosing the webinar topic. To avoid starting blind, we picked one master, collected webinar dates for the last 3 months and matched course sales over that period against the webinar dates. We found that people buy best after webinars on “How psychosomatics affects money and health”.

Then we calculated the conversion to purchase, checked webinar attendance in the statistics, estimated how many leads were needed and worked out the cost per lead:

The target cost per lead came out at $0.46.

Campaign preparation. With the unit economics in hand, we knew which way to go. Prepared the creatives:

For the test we took a couple of messaging variants and photos of the expert. The expert already had a more or less established personal brand, so we put the emphasis on photos.

On the technical side: colleagues from the school prepared the webinar registration page, and we set up correct transfer of registration data to Facebook. Now the ad account could see when a person from the ads left a lead, so we could optimize for that event and find the right audience better.

We also exported those who had already bought the expert’s course and built a Lookalike audience from them.

Results

The first launch went well:

Registrations came in 3 times below plan (that is, cheaper than planned). Sold $1,031:

The experiment was deemed a success and we started scaling.

Over a month we spent $1,108 across different webinar topics:

And got $8,559 in revenue — 772% ROMI.

(In the project report this same figure is recorded as “ROMI 669.23%”: there ROMI was calculated as “profit ÷ ad spend”, which is 100 percentage points lower. In the agency’s cases ROMI = revenue ÷ ad spend.)

We worked using the “Partners” tool in GetCourse — that is, we did not count sales and registrations from the school’s other channels, only traffic from the ads.

Since launch we continue working with the Tayny Zhizni school and are expanding the cooperation to other experts.

Insights

• Unit economics first, launch second. With no sales statistics by webinar, we retrospectively matched webinar dates to sales over 3 months, found the converting topic and derived a target CPL = $0.46 before spending any budget.
• Betting on the expert’s personal brand. With an established personal brand, creatives put the emphasis on the expert’s photos.
• Server-side/correct transfer of the registration event to Facebook made it possible to optimize for the target event and find the audience more precisely — this solved the problem of past failed launches (expensive subscriber).
• Lookalike on course buyers gave a high-quality audience.
• Clean attribution via GetCourse “Partners” — only ad traffic was counted as revenue, with no cannibalization of the school’s other channels. Result: ~1,400 registrations/month at $0.77, 772% ROMI.