Sword Health is a digital physical therapy platform that provides patients with access to physical therapy exercises and care from a remote physical therapist. The platform uses a combination of video, audio, and text to provide patients with personalized physical therapy exercises.
Sword Health was investing significant budget into its advertising programs with high click-through rates, but poor acquisition conversion rates. As we audited the existing buyer’s journey, it became clear that landing pages lacked critical information that would bring users the confidence they needed to take the next step.
Sword Health needed to significantly reduce the amount of wasted adspend on low-converting campaigns.
97th Floor began by performing the critical first step of enhancing Sword’s knowledge of its personas and buyer journeys, performing research into the process that patients with musculoskeletal pain dealt with as they sought solutions.
This informed a complete rebuild of Sword Health’s landing pages to explore the user challenge, demonstrate how Sword Health benefits address the challenge, and show proven results after implementation—all coinciding with a company rebrand.
After implementing the new strategy, Sword Health experienced remarkable improvements in their campaign performance. There was a significant 256% increase in leads, reflecting a jump from the previous period's figures. This was primarily due to a substantial 195% rise in the conversion rate, which soared to 1.8%.
These results were not just numbers; they represented a tangible shift in Sword Health’s approach to engaging and converting their target audience.
Vida Health is an online and virtual care platform that offers personalized health coaching and therapy programs tailored to each individual patient's’ needs and health goals, all through an easy-to-use mobile app and website.
Vida has two target audiences: a B2B target focusing on HR decision-makers who purchase Vida for their employees, and a B2B2C target focusing on driving up demand and engagement from the employees using Vida’s health programs. With these diverse targets and aggressive growth goals, Vida’s marketing team needed a marketing agency to partner with them in both advertising strategy and execution.
Vida knew how to reach their audiences but needed to discover the ideal combinations of messaging, content offerings, content types, and imagery that would resonate and drive growth—all tackling sensitive and regulated topics like obesity, mental health, and chronic disease.
The first step was to explore Vida’s audience research and add to it with 97th Floor’s persona and buyer journey discovery process.
Next, we launched into a rigid experimentation phase, A/B testing every possible combination of message, image, and CTA—letting hard results drive each next step.
Finally, we created a series of infographics, illustrations, and content offerings to support our advertising campaigns.
Over the course of a 6-month period—thanks to our rigorous experimentation process—97th Floor’s ad campaigns helped Vida generate significant increases in leads (up 255 leads from previous period), while lowering the average cost-per lead by 22.56%, thanks to 25.79% increase in conversion rates.
Selling a home is a stressful and overwhelming experience, with more confusion, complexity, and choices than ever before. SOLD.com offers free services to home sellers, aiming to save time, reduce stress, and improve outcomes by delivering data-driven content and personalized recommendations.
The housing market faced significant challenges, in just 3 years, there was a 4.82% increase in interest rates and average house prices inflated by 31%. Additionally, Meta's revised advertising policies hindered SOLD.com's ability to target home buyers using phone numbers and zip codes. Faced with these hurdles, SOLD.com was compelled to adapt their strategy to sustain profitability in a decelerating market.
We refocused SOLD.com's strategy from buyers and sellers to real estate agents. By optimizing and gamifying their agent portal, we enhanced user engagement and experience. This approach showcased SOLD.com's lead generation effectiveness and incentivized agent participation.
Our targeted Facebook advertising, refined through A/B testing, efficiently attracted agents with clear, concise messaging.
This pivot successfully drove traffic to the newly enhanced agent portal.
Within the first two months of our new agent-focused campaign, SOLD.com's Facebook ads soared from a 40% ROI to 362%. The agent platform's conversion rate increased from 5.8% to 13.3%.
The campaign has remained profitable, helping SOLD.com thrive in a sluggish market. Its success led to the development of a new lender platform, even amid rising mortgage rates.
This blend of innovation and data-driven strategy has not only sustained the business in challenging times but also established a new benchmark for excellence.
