Financial Education Acquisition
More leads were not the answer. Better intent filtering was.
Konteks
High-consideration acquisition is not a volume game. The work focused on improving the quality of conversations after the click and separating curiosity from real purchase intent.
The A/B test between CTWA and CTLP created a clearer path from Meta Ads to qualified conversations, generating IDR 410M in conversion value from 82 qualified leads at a 22.7× blended ROAS.
Masalah yang perlu diselesaikan sebelum mengejar hasil.
A long-consideration education product was generating traffic, but not enough sales-qualified demand. The funnel needed to build trust while separating curiosity from real purchase intent.
Dari arah strategi sampai keputusan eksekusi.
Saya memimpin pekerjaan di area Meta Ads, menghubungkan strategi, eksekusi, dan pengukuran dengan kebutuhan bisnis.
Bagaimana pekerjaan bergerak dari diagnosis menuju delivery.
Memahami masalah
Saya memulai dari konteks bisnis, pengguna, dan hambatan utama. A long-consideration education product was generating traffic, but not enough sales-qualified demand. The funnel needed to build trust while separating curiosity from real purchase intent.
Menentukan arah
I ran an A/B test between Click to WhatsApp and Click to Landing Page journeys, using each path for a different level of buyer intent. CTWA supported prospects ready to start a conversation, while CTLP gave higher-consideration audiences more context before they converted.
Eksekusi dan koordinasi
Saya menerjemahkan arah tersebut menjadi pekerjaan melalui Meta Ads, lalu menjaga keputusan lintas fungsi tetap mengarah ke kebutuhan bisnis.
Mengukur dan memperbaiki
Progress ditinjau dari kualitas output, respons pengguna, dan dampak komersial. Temuan dari setiap siklus menjadi dasar untuk prioritas berikutnya.
Dari strategi ke keputusan yang bisa diukur.
The A/B test between CTWA and CTLP created a clearer path from Meta Ads to qualified conversations, generating IDR 410M in conversion value from 82 qualified leads at a 22.7× blended ROAS.
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