16 March 2021 / 5:00 PM GMT / Conference Call
ATTENDEES
Romain Sourdiaux (RS), Mike Speed (MS), Gareth Yorke (GY), Steven Yorke (SY), Vanessa Landry (VL), Michael Martin (MM), Chirag Patil (CP)
AGENDA
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Performance
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Google Ads
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Donations
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Affiliations
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Research projects
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Charity status
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AOB
NOTES
Agreed the following strategy priorities for each board member:
- Performance
- RS walked through performance stats
- Retention has improved since last month - may be due to the 30 day challenge which has received a lot of positive feedback
2. Google Ads
- A/B testing has been carried out for three YouTube ads
- 933,000 impressions, 11,200 conversions.
- The Google console says that there is a 5.57% conversion rate, but this doesn't seem to correlate with the conversions v impressions. VL will look at the backend to identify how it is calculated.
- The winning ad from the a/b test was the "are you looking after your mental health" ad - not the "should meditation be free" ad which was the expected winner.
- Next step - take the top two performing ads and add the first sentence from the winning one as the first sentence to the second highest performing add. A/b test these two versions.
- Donations
- Increase in subscribers over the last 30 days - up from 53 active subscribers to 72. 27 new subscribers, up from 14 in the previous 30 days.
- MRR up from €375 to €592
- The increase in new subscribers doesn't seem to be related to the Google Ads because they are spread over the last month. The ads were only run over the last week.
- 72% retention rate, up from 67%.
- €2209 in one-off donations received over the last 30 days (down from €2520 in the previous 30 days)