MiLife Case Study – Using Analytics to Understand the Issue

Problem

MiLife Sports was spending money on paid media to bring customers to their website but weren’t seeing many website visitors buying. The social sports company wanted to know if people were actually seeing their paid ads and if so, why they weren’t getting the buyers they expected.

Goal

The goal for MiLife was to get a better understanding of their paid ads on Meta and their customer’s digital behavior. This would help determine if paid ads were the problem, if there was an issue with the website or something else entirely.

Our Approach

Our first step was to understand how ads were performing on Meta. Through a deep dive on Meta we optimized targeting, schedule, objective and tested various creatives and copy. Ultimately, we did not believe Meta ads to be an issue since we were seeing a good amount of traffic going to the site with above average Click Through Rates (CTR) and Cost Per Thousand Impressions (CPM).
Next we installed Google Analytics and user behavior tracking to understand what users were doing once they got to the site.
Installing Google Analytics gave us a high level understanding of where users were coming from and where the biggest friction points were in the site.
Heatmapping and click tracking software then provided deeper insight into why users were dropping off.

Results/Findings

We identified a number of website improvements for the company;

Too complex

The company had a website for each location which tripled the amount of time that needed to be invested into the website. Our recommendations consolidated the website into a single source which freed up time and energy for the team to focus on other areas. This also prevented confusion with players registering for the wrong city which was an issue we consistently saw early on.
We also improved the UI to reduce the number of clicks it takes for customers to go through the full funnel so it is as painless as possible for players to register and resulted in increased overall conversion rate.

Not intuitive

There were many areas of improvement within the user experience. Multiple areas within the site had dead links where we could clearly see users attempting to click on areas with no links
Users did not understand how to move down the funnel. Lack of clear next steps on how to register made users click in circles. Adding a clear path to conversion helped increase conversion rates.

Lack of appeal

Originally we saw a high dropoff rate at the homepage. We could see users scroll down the page and exit – Meaning they did not find our page enticing.
Creative edits and clear direction helped increase the % of players moving down the funnel and lead to higher rate of purchase

Marketing Services Tailored for Impact

Results – Full Funnel Insights & Improvement

Today we can see ads on Facebook and Instagram driving strong traffic to the website with above average performance with a focus on getting new players into the mix.
From the website we clearly saw an improvement in the % of users moving down the funnel and significant improvement in conversion rates resulting in all leagues being fully booked since Mid 2024 in one city!