Case Study: New Customers and Lifetime Value
New Customer Encounters Facebook Ad
On August 9, a new customer is enticed by our video ad. This 30-second ad is designed to bring the viewer into the world they will enter. For Music In The Morning, that means vibrant lobbies filled with good cheer, good coffee, and delicious treats. The opening music with a string quartet playing a brilliant flourish of notes continues in the background as video testimonials from happy audiences heap lavish praise on the live experience.
CEG’s system allows us to see which ads customers clicked to purchase.
Unique and Customizable Checkouts
The CEG system mitigates a top reason why new potential customers don’t buy: Too many choices.
Most arts presenters have check-out processes which require up to 34 separate tasks and consideration points.
Our checkouts require only 7 fields to be filled out.
One of the most important features is General Admission tickets and eschewing the concert hall seating selection chart.
What you see in the Checkout page is all you need to buy a ticket.
Though our checkout designs are time-tested, they are this way because of years of monitoring videos of how visitors interact with our landing pages and websites.
From these videos tracking their behaviour, CEG’s team makes adjustments to optimize the purchase decision.
Small changes often bring large and unexpected gains: a change of a button colour or a clarifying text can have instigate positive conversions by 45%.
Contact us to see a demonstration.
New Customers and Customer Lifetime Value
The powerful email automations bring customized messages directly to your customer. Often written in the artistic director’s voice, these messages have the potential to bring in new purchases for other season performances or promotions.
This specific campaign had a Cost Per Result (CPR) of $38.84.
Where an average single ticket costs $43, the cost per acquisition is only $4.
Yet, this buyer came back 4 more times and spent a total of $272.68.
The cost of $38.84 to nurture a new loyal customer purchasing a further $233.84 has obvious positive ramifications.
This buyer would later purchase a concert package with a high likelihood of a full season subscription for the following season.
