Solved: Marketing Strategy for a Language Learning App on Instagram

Hi there,

Thanks for reaching out! Happy to give you some initial thoughts and guidance on scaling your software campaigns. It’s quite a common challenge to hit a plateau, but there are definitely things you can try to break through that ceiling.

We'll need to look at traffic quality and your website...

First off, have you taken a good hard look at your website and funnel conversion rates lately? Even a small increase can have a big impact on your CPA. Think about it: if you're converting more of the traffic you're already getting, you're essentially lowering your acquisition costs without spending any more on ads.

This can be a bit boring as it's just basic conversion rate optimisation principles, but it's usually a worthwhile exercise to go through. Consider things like:

• Landing Page Experience: Is your landing page relevant to the ads people are clicking? Does it clearly communicate the value proposition of your software? Is it easy to navigate and mobile-friendly?
• Call-to-Actions: Are your CTAs clear, compelling, and prominently displayed? Are you using the right language to encourage sign-ups or trials?
• Trust Signals: Are you using social proof, testimonials, and security badges to build trust and credibility?
• Funnel Friction: Are there any unnecessary steps or hurdles in your sign-up process that could be causing people to drop off?

We've seen some big improvements for SaaS clients just by streamlining the signup process and making the value proposition clearer. One client, a B2B SaaS company, saw a 20% increase in trial sign-ups after we redesigned their landing page and simplified their onboarding flow. Could be something similar is happening for you?

I'd say you need to give it more time...

Proper split testing and campaign structure goes a long way. For example, the most important factor is usually targeting. There are usually lots more audiences you could test out, keep on testing until you find new winners. As you're only selling one product, it's difficult to branch out and there will be a limited number of people likely to convert for this product.

Another thing to consider is increasing your customer lifetime value. If your users bring in more money, you can spend more to acquire a user and still be profitable. Think about how you can upsell existing customers or add new features that justify higher subscription prices. Maybe there's an opportunity to introduce tiered pricing plans or offer premium add-ons.

Let's talk about the ads themselves. Are you constantly testing new creatives and messaging? Stale ads can lead to ad fatigue and lower engagement rates. We've had several SaaS clients see really good results with UGC videos – lots of angles to test there as well. They might not be the most 'professional' looking, but they feel authentic and resonate with audiences.

Expand beyond your current horizons...

Have you maxed out all the potential audiences on your current ad platforms? There's usually a lot more options you could test out. For example, lookalike audiences, interest-based targeting, and custom audiences based on website visitors or customer lists.

Don't forget about retargeting. This can be a cost-effective way to reactivate users, reduce abandoned registrations, and convert more of your website visitors. We've found that retargeting ads with special offers or personalized messaging can be particularly effective. Think about what's worked for you in the past. You've got the data there already.

Don't be afraid to test other channels...

Have you considered expanding to other ad platforms? There is a limited number of people that are most likely to convert within each audience. So if you've maxed out the pool of people likely to convert with your budget on Meta ads, you could try a new ad platform and tap into a different audience this way. Usually this won't make sense though until you've scaled to a higher ad spend.

One of our clients, a sports event software company, saw great results across multiple platforms, allowing them to reach different segments of their target audience. They got 45k+ signups at under £2 each. You could use this to your advantage.

Also, what's your take on ROAS optimisation? If your campaigns are eligible (once you have enough data), you can switch to ROAS optimisation. The system will then try to keep your ROAS stable while you increase ad spend. We find that this works well for many campaigns, you've just gotta trust the system, and provide it with clear goals. And obviously you need enough conversions for this to work properly.

Summary: Recommendations

Here's a table summarising my recommendations and key actionable steps:

Implementing these strategies takes time and expertise. If you're feeling overwhelmed or need help executing any of these recommendations, it might be worth considering expert help.

Scaling software campaigns can be tricky, and it often requires a combination of technical expertise, creative thinking, and a data-driven approach. We can help you refine your messaging, optimise your landing pages, and identify the right channels to reach your target audience. Feel free to book in a free consultation and we can discuss your specific challenges in more detail.

Regards,
Team @ Lukas Holschuh