Bike Club

Paid Social

Who are Bike Club?

Bike Club is a kids bike subscription service that allows you to exchange as your child grows. Making sure they'll always be on the perfect size. With a Bike Club subscription there are no big upfront costs and payments are spread out into an affordable monthly subscription. ‘We’re making sure that you never have to buy a kids bike again. We aim to make cycling more affordable and sustainable'

The Challenge

Bike Club faced several key challenges, including restricted ad spend due to previous agency limitations, a low site conversion rate of 1%, and the need to maintain a sustainable Return on Ad Spend (ROAS) while growing subscribers. Additionally, improving lead quality without increasing sub-prime purchases and aligning the ad strategy with organic efforts and Above The Line campaigns were crucial. Supporting the in-house teams with strategic insights was also necessary.

Project Objectives

The primary objectives were to accelerate ad spend for broader reach, double the conversion rate from 1% to 2%, enhance ROAS for sustainable growth, and improve lead quality while managing sub-prime purchases. Aligning ad strategies with overall marketing objectives and providing strategic direction to in-house teams were also key goals.

Solution

To achieve these objectives, precise audience segmentation and a flexible ad spend strategy were implemented. Conversion rate optimization involved A/B testing and UX improvements. Performance reporting helped optimize ad creatives and budget allocation. Advanced targeting and lead nurturing techniques were used to improve lead quality. Strategic integration ensured alignment with broader marketing initiatives, while detailed performance analytics provided real-time ROI insights.

Results

The results included a 57% uplift in conversions, an 825% increase in engagement year-over-year, and a 77% decrease in cost per acquisition (CPA). Additionally, launching Bike Club’s offering into the EU expanded market reach. Enhanced ROAS supported sustainable subscriber growth, improved lead quality, and strategic alignment created a cohesive marketing strategy. In-house teams were empowered with insights, fostering continuous optimisation and innovation.