How Soccer Shooters in Hemel Hempstead Scaled Memberships with a 95% Conversion Rate and Leads Under £10
Soccer Shooters Hemel, a branch of the Soccer Shooters franchise, aimed to grow its membership base but found that attracting new members was happening more slowly than anticipated. With an average annual profit of over £300 per member, the potential for expanding their operations was clear. However, they recognised the need for a more refined and sophisticated strategy to bring people to their free trial sessions.
OptiModo Marketing worked closely with Soccer Shooters Hemel to implement an advanced Facebook Ads strategy tailored to maximise sign- ups for their free trials. This approach not only capitalised on their impressive 95% conversion rate from free trial to membership but also highlighted the long-term profitability and scalability of their operations.
The Challenge
While Soccer Shooters Hemel had seen some success in attracting new members, they were looking to enhance their marketing efforts to achieve more predictable, scalable results. Their challenges included:
Lack of a Streamlined Strategy: They wanted a more structured, data-driven approach to generating consistent membership enquiries, rather than relying on inconsistent, manual outreach.
Opportunities for Growth Not Fully Leveraged: Without a comprehensive system to track and manage leads, they were missing opportunities to scale their efforts quickly and sustainably.
Underutilised Conversion Insights: Although they knew their conversion rate from free trial to membership was excellent, they lacked the tools and systems to fully leverage this valuable data for growth.
Our Approach
Highly Targeted Facebook Ads
We designed a targeted Facebook Ads campaign aimed at driving potential members to sign up for free trial sessions. Key components of our strategy included
1.Precise Audience Targeting
2. Creative Optimisation
Our ad creatives highlighted the fun, educational, and social benefits of joining Soccer Shooters, with clear calls to action encouraging sign-ups for free trials. We incorporated engaging video content, achieving a cost per 3-second video play of just £0.04 and a cost per ThruPlay of £0.21, ensuring strong reach and engagement.
1.Precise Audience Targeting
Using location-based targeting, we focused on parents and guardians in Hemel Hempstead who were most likely to enrol their children in football programmes. Interests such as youth sports, fitness, and child development guided our targeting.
2.Creative Optimisation
Our ad creatives highlighted the fun, educational, and social benefits of joining Soccer Shooters, with clear calls to action encouraging sign-ups for free trials. We incorporated engaging video content, achieving a cost per 3-second video play of just £0.04 and a cost per ThruPlay of £0.21, ensuring strong reach and engagement.
3. Testing and Iteration
1. Testing and Iteration
We ran A/B tests on ad elements like headlines, images, and calls to action to identify the best- performing combinations. This iterative approach allowed us to continually refine the campaign, achieving a CTR of 0.75% and driving CPC as low as £0.39 for all interactions
3. Testing and Iteration
1. Testing and Iteration
We ran A/B tests on ad elements like headlines, images, and calls to action to identify the best- performing combinations. This iterative approach allowed us to continually refine the campaign, achieving a CTR of 0.75% and driving CPC as low as £0.39 for all interactions
Automated Lead Management System
To optimise lead follow-up and improve conversion rates, we introduced an automated system for lead management:
Immediate Contact
Leads were automatically routed to the sales team for prompt follow-up, ensuring timely engagement and maximising conversion opportunities.
Tracking and Reporting
The automated system not only improved operational efficiency but also enabled Soccer Shooters Hemel to scale their membership acquisition efforts with precision
Automated Lead Management System
To optimise lead follow-up and improve conversion rates, we introduced an automated system for lead management:
Immediate Contact
Leads were automatically routed to the sales team for prompt follow-up, ensuring timely engagement and maximising conversion opportunities.
Tracking and Reporting
The automated system not only improved operational efficiency but also enabled Soccer Shooters Hemel to scale their membership acquisition efforts with precision
The Results
The campaign generated exceptional results, including
Cost Per Lead Under £10
We delivered high-quality leads for free trial sessions at a cost of less than £10 each, optimising profitability and ensuring that marketing spend was well-invested.
Scalability and Profitability
With a clear and optimised system in place, Soccer Shooters Hemel can now confidently project the costs and returns of their marketing spend. For example, spending £2,000 on ads would generate 200 leads, resulting in 190 new members, translating into an annual profit of £58,900. This demonstrates the scalability and profitability of the strategy.
95% Conversion Rate
Thanks to the high conversion rate from free trial to membership, each lead represented a strong opportunity to generate an average profit of over £310 per year.
Conclusion
By leveraging targeted Facebook Ads and implementing a streamlined, automated lead management system, Soccer Shooters Hemel transformed their growth strategy into a sophisticated, scalable model. With a cost per lead of under
£10 and a conversion rate of 95%, they now have a proven approach to attracting new members and expanding their club. This success not only positions them as leaders in their community but also underscores the power of data-driven marketing in achieving sustainable growth.
