The AARP team approached us with a challenge – to conceptualize, test and isolate digital solutions that attract and further engage 50-59-year-old member clients. CemtrexLabs worked closely with the AARP team to design and leverage a P2P marketplace concept where member clients are able to monetize their skills by teaching willing and able learners.
The CemtrexLabs team presented AARP with a 7-month experiment cycle plan comprised of the design/preparation of web funnel assets, advertising and demand testing, and surveying/analysis phases. CemtrexLabs engineered and designed a lean but beautiful web conversion funnel and corollary social advertising campaigns to drive traffic to those funnels - these served as the cornerstone of the experiment. These social ad campaigns and web funnels were able to collect the responses of 1,000+ of the 50-59-year-old target demographic, generating valuable experimentation data. CemtrexLabs tested the campaigns and funnels over a period of 5 months.
Throughout the experiment process, both teams agreed to touch base each week to discuss progress – CemtexLabs also provided Google Analytics analyses and work progress synopsis in the form of a Weekly Summary prior to the meeting times. Monthly summary goals were then prioritized to ensure the completion of interim goals and the successful execution of the experiment.
By the end of the 7-month period, the CemtrexLabs team exceeded their web funnel sign-up goal. To complete the period of experimentation a thorough analysis of the collected data took place. CemtrexLabs identified key signup motivations such as messaging and pricing as the web funnel’s most appealing components. A detailed and comprehensive lab report was presented to the AARP team at the end of the 7-month period in order to prepare AARP for the second phase of engagement.