Case Study: Lead Generation for an Online Chess School for Kids
Hello everyone! In this article, we’ll share how we generate leads for an online chess school for kids.
Background: The target audience is exclusively Russian-speaking parents worldwide, mostly mothers, so we focus only on the female audience. Landing pages include the website with online payment and Instagram. The goal is to increase traffic and consistently deliver 15–20 leads per day.
The funnel is fairly simple: leads are sent to a manager, who then schedules a trial lesson, and from there, students move on to the main courses with an average ticket of $300.
For the initial launch, we tested three types of landing pages: Facebook native lead forms, a quiz, and the website’s application form. As experience showed, some users even paid for lessons immediately.
For creatives, we started simple and gradually moved to more complex formats, testing both static images and videos. Here are a few examples that performed well:
We tested different creative formats, and overall many of them worked well since the offer is very appealing — a free trial lesson that often converts into the main course.
The Facebook native lead form looks like this:
The form isn’t just for collecting name and phone number — we include additional questions so that users first read on the form’s first screen what they are signing up for (this helps warm them up) and then spend time filling out a short questionnaire, which also warms up the lead before speaking with a manager.
In addition to standard contact fields, we also ask for a Telegram username or WhatsApp number, since sometimes the phone number provided in the form isn’t correct.
The quiz includes the same questions. We run both because the optimization differs slightly between Facebook lead forms and quizzes, and results can vary. Initially, we test both to see which performs better.
Screenshot from the ad account:
