Skillfactory is an online school of IT professions and one of the leaders of distance education in Russia. The school is a resident of Skolkovo, is part of the Russian Ministry of Digital Development’s Digital Professions project and regularly participates in RBC EdTech ratings. More than 20 thousand students have already completed the school’s courses in testing, programming, Like most online schools Skillfactory Data Science and data analytics.
One of the main principles of the online school is a focus on real Like most online schools Skillfactory experience, so students spend 20% of their time studying theory and 80% of their time practicing real business Like most online schools Skillfactory tasks.
Features of work
Like most online schools, Skillfactory faced many challenges in the EdTech segment. High competition, the emergence of new players in the market, smoothing out peaks of seasonal demand, and employers’ skepticism about hiring online course graduates have become serious barriers to revenue growth for educational services.
Tasks
In preparation for the start of the school year Like most online schools Skillfactory
and peak seasonal demand, the online school wanted to find a new source that would help increase brand awareness and reach a new audience potentially interested in learning a new profession in IT or developing skills within their specialty.
Also among the advertiser’s goals was to go beyond classic CPA marketing and search for new promotion tools with a high percentage of conversion to orders.
Online school courses last from 1 to 24 months and have a high average check, so some students used credit programs when making purchases.
At the start of the advertiser’s collaboration with Admitad , Like most online schools Skillfactory another problem arose: banks reduced the percentage of loan approvals for 36 months. This, in turn, negatively affected the decision of users who were ready to start learning new professions, but had financial difficulties at the time of purchase. Skillfactory and Admitad needed to find an effective tool for attracting new users.
Implementation
Choice of solution
The solution was to connect the Admitad Cardlink ecosystem tool . This new solution helps advertisers place offers in the mobile app accounts of banks, whose audience includes more than 83 million customers.
When connecting to CardLink, advertisers receive special placement with Admitad’s technology partner banks
Due to the fact that order tracking is carriedLike most online schools Skillfactory
out not via a link or promo code, but by transaction, the bank industry email list automatically tracks purchases and accrues cashback. As a result, connecting Cardlink increases the buyer’s trust in the advertiser company and the bank’s loyalty program.
To increase the conversion rate, banks can provide additional promotions in the form of push notifications, SMS, inclusion of the company in cashback festivals, email newsletters and publication of stories in mobile applications.
The Cardlink service takes care of all integration, document flow, Like most online schools Skillfactory data collection and analysis, as well as communication with banks, which speeds up connection to people are constantly on the move platforms and simplifies the process of working with loyalty programs.
Statistics on the use of the tool by
Admitad advertisers show that connecting Cardlink increases sales by an average of 37%, and the average check by 56%.
Connecting the tool
With the help of Cardlink, the advertiser reached the audience of banking applications with a favorable offer: when paying for a Skillfactory course, students received cashback from the bank in the amount of 16% of the purchase amount, but no more than 30 thousand rubles.
In difficult financial conditions of high interest rates and a belgium numbers decrease in the percentage of loan approvals for three years, the offer helped users decide on a profitable purchase. Moreover, cashback helped not only to win the competition from other educational companies when the user was choosing between courses from different online schools, but also to return the audience that had previously shown interest in Skillfactory’s offers.
Already in the third month of operation, the Cardlink tool Like most online schools Skillfactory brought in 57.8% of the total GMV across all CPA sources.
In the fourth month of operation, the bank’s advertising platform was forced to disconnect from the offer due to the need to re-sign the contract. Working with the banking application via Cardlink gave an increase in orders, so Admitad managers suggested starting cooperation with other banks. Thus, three more banking loyalty programs joined the promotion of the Skillfactory online school.
