Overview

Feepay.education is both a SaaS platform in Education finance and at the same time enables Embedded Finance to Schools and Students and Parents. If the Schools are not interested in either but just want to enable a Payment gateway or BBPS onboarding it does that too. It is important to run an experiment to zero in on the core value communication in LinkedIn ads.

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Hypothesis

If we focus and communicate only the credit options from Feepay instead of product features in the LinkedIn ads, then the lead generation will increase by at least 50%.

Goals

Running an experience to get a better CTA conversions on LinkedIn promotions and figuring out the right messaging is important for the growth of Feepay.

Success Metrics

Click Rates on each variant of core value proposition messaging on LinkedIn ads.

What are we testing

Feepay is a SaaS platform with embedded finance designed for Educational Institutes such as schools, colleges and Upskilling Institutes.

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Of all the value propositions Feepay offers, we want to identify the one that generates more leads through CTA on LinkedIn ads. Running ads explaining each of these products may confuse the audience. As Feepay, we are fine whichever way the lead is generated, we know that all the products/services in this suite are interlinked.

So, testing to identify one star proposition is important for the lead generation.

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Variation Design

An A/A test will be run with just Feepay as a SaaS platform in two simultaneous individual campaigns on Linkedin for 100 views each to see if we are getting identical results.

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Post Experiment

Since this is for our own startup, we do intend to run this campaign as indicated above and publish actual results after the experiment here.

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Result

Decision

Learnings

Next Steps

Stakeholder Management

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