Improving subscription growth for an international education platform

Context

An international, subscription-based dance education platform was investing in paid social to drive growth but lacked confidence in performance due to limited tracking, inconsistent messaging, and on-site conversion friction.

The challenge

Paid social performance had plateaued

Tracking and attribution were incomplete, limiting insight into user behaviour

Conversion rates were constrained by unclear messaging, UX issues, and untested offers

My role

Growth consultant working hands-on across paid media, tracking, and conversion rate optimisation.

What I did

Refined paid social messaging and creative to better communicate value and align with subscription best practices

Designed and produced new ad creatives using Canva, testing new formats and value propositions

Implemented Google Tag Manager and strengthened tracking foundations

Introduced CRO tooling to enable structured experimentation and behavioural insight

Led experiments including:

Order and presentation of subscription offers

Promotional copy and pricing language

Identification and resolution of UX issues, including broken checkout links on Apple mobile devices

Outcome

+20% increase in annual subscriptions within 4 months

Improved conversion rates through clearer messaging and reduced checkout friction

Greater visibility into user behaviour and funnel performance

A scalable foundation for ongoing optimisation and paid media growth