We started with generating leads for a paid course. Since the results were unsatisfactory for the client (the price was too high, and the number of applications was low), they offered reconsidering the sales funnel.

We proceeded with the generating leads for a free webinar, where they told about the profession and at the end they sold the basic course.

They further also started working with a free preparatory course. This allowed to increase the conversion rate, since potential customers have more time to get to know the teacher and their future profession.

While working, we divided the communication with the target audience into several categories:

• those who are already interested in the IT field;
• girls who want to change their profession;
• wide audience

Nevertheless, the widest audience proved to be the one that worked most effectively:

• Ukraine, with the exception of Donetsk and Luhansk regions, wide audience, men and women, 18–40 years old;
• excluded those who left a lead.

We worked with conversions on the website. Every offer (paid course, webinars, free preparatory course) had its own landing page.

Due to the freedom granted by the client, we were able to test different options for banners and their design. We worked with static banners, animation and video. We worked with different styles of design – from pop art to memes.

The creatives designed in the style of memes and with humor proved to be the most effective. Video feedback from students also showed good results.
The major key to effectiveness is to timely update the visual range, in order to avoid banner blindness of users.

The texts focused on the major advantages of the proposals, we also added time limits.