Lofelt is developing next-generation haptic technology for use in a range of products. They have built state-of-the-art haptic technologies for iOS and Android developers and creatives, delivering magical tactile effects enhancing user experiences on mobile apps.
We helped the company attract users to Lofelt Studio 2, their desktop software that creates thrilling mobile experiences for gamers. They had just started their go-to-market and have worked with Launch Mappers to reach the next stage of their commercial growth to go beyond product-market-fit.
Haptic technology is still in its early days, and more importantly, isn't understood by everyone just yet. That’s why educating our targeted audience was at the core of our efforts to generate sales for Lofelt Studio. Our mission was to generate leads, encourage them to start a free trial and convert them into paying customers.
Before we came in, 65% of their traffic were made of women whilst most app and game developers are known to be men. We understood that we needed to fix their paid media funnel.
With our product positioning workshops and full audit part of the Launch Sprint, we could target customers who'd benefit the most from Lofelt Studio and communicate effectively.
Overall, we knew content would be vital to create interest in the product. Lofelt's targeted customers are by nature inquisitive people around innovation.
With content, we would be able to feed this curiosity by highlighting the benefits of this product. At first, we had a very diversified ad strategy across Social Media, Google Search and Display, and the App Store geared towards app installs, email capture and sign-ups.
We tried these different funnels to understand which one would provide the best LTV/CAC cost structure by measuring the impact of an acquisition channel throughout the funnel.
Between the different ways people could sign up and our diverse ad strategy, we needed to nurture users by leveraging data to convert them into paying customers. We completed a full CRM migration from Hubspot and its marketing features to user.com, a powerful marketing automation platform. It allowed us to create tailored email series based on the users' sign-up journey, providing tips and case studies to make the most out of Lofelt Studio.
We decided to go with user.com as opposed to customer.io or ActiveCampaign because you can embed the CRM and its tracking capabilities on a mobile app.
Traffic was converting, but we wanted to continue increasing sign ups by generating traffic through ads on socials and google search. So we also implemented retargeting campaigns, which provided better conversions. It allowed us to send a simple email sign-up on mobile, so users could receive a direct link to download the desktop software in their emails.
At first, our hypothesis was that to understand the uniqueness of Lofelt Studio and its USP, users should feel end results. Their suite of creative tools features a mobile app where you can test all the effects you're quickly building on the desktop app.
For users to familiarise themselves with this new technology, a standard 14-days free trial is in place. They can create their own haptic effects and export them for their projects. We quickly understood that a more direct approach (i.e. downloading the software) provided the best ROI instead of an educational journey (i.e. downloading the app to feel the output).
Data was an integral part of deciding the focused areas of Lofelt's growth. We continuously worked hand in hand with their product team with the common goal of increasing the number of paying customers.
Together, the hypothesis was that to get a better conversion rate from trial to paying customers, we need to reduce the number of actions. By limiting the number of exports,
we increased paying customers and reduced the number of churned users.
After a highly successful collaboration of 10 months with the Lofelt team, we provided them with sustainable and easily-scalable processes to onboard more users to use their product. With a well-equipped marketing team, these processes are now fully internalised.
We've really enjoyed working with the Launch Mappers team. They invested a lot of time to understand our business and how our company operates so that they could blend in with our processes while delivering week on week to continuously improve on performance.
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