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// Case
IWKA
From a shortage of leads to consistent new registrations.
+225%
Conversions
this year, compared to the preceding period
+1316%
Conversion rate
this year, compared to the preceding period
-77%
Cost per conversion
this year, compared to the preceding period
Sector
Sport and lifestyle
Duration
this year
// The story
About IWKA
IWKA is an international organisation with 13+ branches worldwide and its headquarters in Amsterdam since 1997. IWKA offers methods for the development of mind, body and energy, rooted in Tai Chi and Wing Chun, supplemented with books and video courses featuring step-by-step instructions.
The challenge
IWKA Amsterdam had too few new registrations at a high cost per registration. At the same time, there was no visibility on which campaigns were actually working, leading to adjustments being made based on gut feeling rather than data.
The insight
Without measurement, you are financing your own noise.
The approach
The problem wasn't a lack of budget, but budget being spread across campaigns without knowing which ones were profitable. Without measurement, you end up funding your own noise. Only when it became clear per campaign what was working could the money be directed to the campaigns that generated sign-ups, and the underperforming campaigns could be revised.
The effectiveness of the ongoing campaigns has been evaluated on a per-campaign basis. Based on this, the budget has been reallocated towards what demonstrably worked, and campaigns that lagged behind have been revised.
The result
The cost per registration fell sharply, the number of registrations increased, and the quality of registrations improved. Furthermore, the influx became more predictable.
marketing psychology
Figures with context (a period, a comparison) feel more reliable than bare percentages. That is why the source of each result is stated underneath it.
Dutch 
English