Conversions for preschools is not simple, parents who are the prospective customers take careful consideration of all factors before signing up tours. There are a set of common criteria which parents look for such as curriculum, teaching philosophy, safety, accreditation and others.
During our discovery we identified that the school has all the great features parents look for and if we can get the prospective parents directed to their website there is good chance of getting leads. However we needed to test this hypotheses.
Kotes copywriting team crafted 2 google pay per click ads for A/B testing purpose, these ads were written with direct intent to showcase the USPs of the preschool.
We also fixed other factors as shown below,
- Removed multiple and low-value Click to Actions.
- Bring all focus to one primary Click to Action and used it as primary CTA in the landing pages.
- Identify one lighter CTA which customers are willing to give and placed it appropriately.
The google search ads brought good amount of traffic to the website and leads started to come in.
MCC liked this approach and we created several other ads to target each program.