When I was brought on to work on Candid, a clear aligner company, I faced a major challenge: performance was plummeting, and client relations were strained. I dove deep into the data and identified two key issues. First, our hook rate was below average, hovering around 19-24%. Second, our conversion rate (CVR) was low, falling in the 1-2% range. These factors were driving up our CPAs.

So, what was the next step? The low hook rate indicated that our visuals weren’t engaging enough, and the low conversion rate signaled that our ad content wasn’t resonating with our target audience. I rallied the team and conducted thorough research. The crucial insight we uncovered was the need to front-load transformational results in our ads. I learned this from studying social proof, YouTube video reviews, and online forums.

Once we implemented this strategy, we saw immediate improvements. Our hook rate jumped to 37-45%, and our conversion rate climbed, which directly reduced our CPAs. I then organized a meeting with the client, presenting a simple yet effective deck to showcase our success and outline the path forward. We covered media buying, creative strategy, copy, and more. While client relations weren’t perfect, they were on the right track.

Monish D., the Chief Growth Officer at Candid at the time, said, "Big thank you to everyone for putting this together. This is the most comprehensive and thought-out creative work I’ve seen from TubeScience, so kudos and thank you to all. I can’t wait to see this come to life."