How We Revitalized Hooked & Co's Creative Strategies That Delivered 40% More Conversions
Low Conversion Rates from Top-of-Funnel Traffic
Inconsistent Tracking and Analytics
Outdated Creative Strategy
Inadequate Use of Analytics
Inadequate Use of User-Generated Content (UGC)
No Structured Testing Methods
Hooked & Company has been at the forefront of children's educational media for over 35 years, creating a legacy with its award-winning Hooked On Phonics program. Today, they continue to captivate young minds through a diverse array of digital apps, books, and practice materials tailored for literacy and math development. Their products are crafted to spark curiosity and build essential skills, making learning both fun and effective for children ages 3-9.
In our partnership with them, we focused on expanding their digital transformation by enhancing the online platforms they were using, integrating advanced analytics for deeper customer insights, and implementing targeted marketing strategies to reach new audiences and drive engagement.
The Main Challenge: Amplifying direct customer acquisition while maintaining a controlled cost-per-acquisition (CPA).
As a company focused on educational subscription services, Hooked & Co struggled to effectively convert high top-funnel traffic into committed customers, primarily due to the non-linear path of their digital ads leading to conversions.
So we identified key areas of focus:
Achieving a coherent and unified tracking system was essential. The disparity between in-platform metrics and final sales conversions (SQL) necessitated a robust overhaul of their data tracking and integration strategy to better align their digital marketing efforts with actual sales outcomes.
We knew a comprehensive digital strategy overhaul was needed, focusing primarily on TikTok's dynamic advertising capabilities. Our goal was to refine their customer acquisition process, emphasizing cost-effective strategies and improved tracking systems.
We revolutionized their tracking capabilities by integrating the Events API, which allowed for more precise user targeting and better alignment between TikTok campaigns and their SQL goals. This was crucial in reducing discrepancies in data and improving the overall cost per acquisition.
Understanding the pivotal role of engaging content, we revamped their ad creatives to better resonate with potential customers. This included streamlining the UTM parameters across all campaigns to ensure consistent performance measurement and optimizing ad placements for enhanced visibility and interaction.
We eliminated unnecessary steps that hindered conversion rates, such as the instant pages on TikTok, simplifying the path to purchase. This approach significantly increased direct interactions and conversions from first-time viewers of the ads.
Transitioning all landing pages to HTTPS not only improved security but also boosted the site's reliability and user trust, aligning with TikTok's recommendations for optimal performance.
We introduced rigorous A/B testing to identify high-performing content. We diversified the ad creatives to better engage different audience segments.
Implemented Events API and overhauled UTM tracking to enhance data accuracy and provide deeper insights into user interactions, which allowed for more targeted campaign adjustments and optimizations.
Utilized TikTok’s advanced matching capabilities and restructured campaign targeting to focus on high-intent audiences, which improved the conversion rate and lowered the CPA.
Revamped the website to create a more intuitive and engaging user experience. We streamlined the navigation and improved the checkout process to reduce friction and enhance conversion rates.
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