The National Childbirth Trust

The National Childbirth Trust is the UK’s leading charity for parents. Increasing Overall Conversions By 411% Whilst Reducing CPL

Client: NCT
Category:
Sector: Charity
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The Client

As the client relies on face-to-face courses, the charity saw a big impact in conversions due to the COVID-19 restrictions. As a result, we helped the company to pivot online courses and created a search strategy to promote the “online offering”. Our objectives were to:

NCT logo

The Objectives

woman with baby smiling

The Strategy

Following Covid-19, the National Childbirth Trust needed to pivot their strategy to accommodate new “stay at home” and social distancing rules. The best way to do this was to adapt to providing online courses (compared to in-person ones).

We knew that we needed to act fast in order to ensure the charity was able to continue to provide support for parents in need during crucial stages of pregnancy, childbirth and post care.

We worked alongside the team at The National Childbirth Trust during this crucial time to ensure the change in strategy was successful and could be rolled out as soon as possible.

The Campaign

  • The campaign was heavily focused on those priority areas where the NCT has facilities, however, now with the “online courses” we were able to reach new locations where users could purchase and participate in the courses.
  • We also analysed the new market opportunity and suggested to increase the media spend to double to take advantage of the new capabilities.
  • Our search campaigns had a hybrid approach combining both keyword targeting and dynamic targeting (DSA). All of them using different audiences signals such as “users that have engaged with the website” and “in-market” audiences that are within the birth process (women that are in the market for new clothes, to refurbishing their home and looking for baby products and clothing)
  • We prepared the new ad copy based on the “online” offering by highlighting key elements such as “enjoying our courses from the comfort of your home”. Here, we also used a location approach to remain relevant to user’s location which had improve our CTRs to 27.48%.

Results.

Through our strategy we have seen a 384% increase in clicks across all the campaigns.
As a result, we have seen a huge 411% uplift in conversions, supporting the brands goal of promoting their new online offering.
Above all, we have seen an 81% decline in CPL, helping to reach the brands targets at a much lower cost, providing further opportunities within their overall marketing strategy.
+81%
decline in CPL
+411%
increase in Conversions
+384%
increase in clicks
Quote

The site improved exponentially by the end of the first month. Absolute Digital Media is proactive and approachable. Their quick response time eliminates the need for SLAs. The team researches into the markets they work in and to achieve great results. Their thoroughness, expertise, and proactive approach makes them a pleasure to work with.

Alexandra West
Digital Marketing Manager

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