KidsLife: More applications with fewer resources
The market for child benefit funds is anything but simple. So how do you convince parents to choose your fund?
The challenge
The market for child benefit funds is anything but simple. Each fund offers exactly the same product, determined by the government. Moreover, players like KidsLife are not allowed to promote themselves through traditional media such as TV, radio, or billboards. So how do you convince parents to choose your fund? KidsLife wanted to increase brand awareness in the short term, and grow their customer base in the long term. A serious challenge that required a smart, strategic approach.
The analysis
As always, we started with a clear head and a healthy dose of curiosity. We explored which channels KidsLife could legally use and dove deep into the data. Where did most leads come from? What was the cost per lead? And where could we optimize?
The key, we found, was in combining cost analysis with smart automation.
The approach
We analyzed every source based on CPC (cost per click), CPL (cost per lead), and CPA (cost per acquisition). These insights allowed us to focus investments on the best-performing channels.
Since most applications start online, we optimized the website’s conversion rates. With marketing automation, we set up lead nurturing and abandoned cart flows, ensuring that hesitant users became customers after all. Every touchpoint became more valuable.
Aspect ratio: 7/3
Aspect ratio: 6/5
Aspect ratio: 7/3
The result
The approach paid off. The number of leads increased - and more importantly, the conversion rate for online applications rose from 50% to 75% in just one year. That means three out of four visitors who start an application actually complete it. Less noise, more results.
