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Objective: To drastically reduce Cost Per Acquisition (CPA) and enhance Click-Through Rate (CTR) through strategic creative updates and Conversion Rate Optimization (CRO) of the landing page.

Strategy: Employed a dual approach focusing on both the landing page and ad creatives, utilizing copywriting and design expertise to optimize user engagement and conversions. Rigorous A/B testing was applied to both landing pages and ad creatives to fine-tune all elements of the campaign.

Landing Page Improvements:

1. Headline Redesign: Shifted from naming courses to addressing user-specific problem statements to instantly engage visitors.
2. Color Scheme Revision: Updated the color palette from black and grey to more psychologically engaging colors to enhance visual appeal.
3. Copy Restructuring: Rewrote the page copy to focus more on user problems and solutions rather than course features, fostering a more personal connection.
4. Enhanced Social Proof: Added testimonials and real results to build trust and confirm the effectiveness of the courses.
5. Additional Refinements: Made several minor adjustments to improve overall user experience and interaction on the page.

Creative Improvements in Ads:

1. Benefit-Focused Copy: Revised ad copy to emphasize the benefits derived from the courses rather than just the features, communicated directly by the coach.
2. Modernized Creatives: Enhanced the visual appeal of ads with updated photography and professional video editing, creating a more contemporary look.
3. Continuous Creative Testing: Implemented a strategy of testing three different creatives weekly, leading to the discovery of a highly effective winning creative.