Ive been working at Orcas for the past four and a half years.
Orcas is an Education Technology platform that gives tutors access to lesson plans and provides students with free assessments.
One of these meetings was even called Mission Impossible.
What do we need to make this happen?
The metric that will make the difference.
40% off TNW Conference!
But by using the correct data and a properly thought-out strategy, nothing is impossible.
We had to look at all the possible ways we can acquire new customers.
One thing that we were confident in, was Facebook Ads.
Id look at the number of searchers on an hourly basis and set a weekly growth goal.
We were laser-focused on increasing that number that we even doubled the efforts on slow days.
Not everything we tried worked though… especially when it came to referrals.
We thought we hit the jackpot!
We decided to incentivize our customers to recommend us more aggressively to their friends.
They would then give their friends a code to use while booking their sessions to get a discount.
Alongside that, theyd receive a monetary reward in return for each person who uses their code.
A win-win situation that would work wonders, or so we thought.
Unfortunately, things didnt go as planned, our satisfied users didnt want to use their code.
They need to trust that person and the company thats providing them with this service.
Understanding this was key to understanding why our happy customers didnt want to use their referral codes.
An understanding that will help us do better in the next trial.
Experimentation is an ongoing process and in my opinion the only way well learn and grow.
At Orcas, we celebrate failed experiments because they represent newly learned lessons and I think you should too.
