The Growth Stack: 

Facebook/Instagram Ads

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The Results:

3,000+ new community members

21% lower CAC than historical average

17% lower CAC than goal

Achieved equal representation of the US population by age and gender

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Background:

Verasight is a proprietary insights provider that delivers the highest-quality survey data to power research and data-driven decisions for businesses, academic researchers, government agencies, nonprofit organizations, and more. The company leverages diverse recruitment methods to create its own verified community of respondents, which ensures the highest-level of data credibility, accuracy and transparency. Verasight has served clients such as Bloomberg, The Los Angeles Times, and Harvard Medical School. Benjamin Leff, CEO and Co-founder of Verasight, engaged Stackmatix in January 2023 to develop a supplemental recruitment channel for Verasight’s community.

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Challenge:

Verasight approached Stackmatix looking for more effective ways to:

1. Scale their membership
2. Create a diverse sample of the US population
3. Drive down cost-per-new-member

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Solution:

To achieve Verasight's goals, we implemented a multi-faceted testing strategy. We tested different ad formats, headlines, primary text, user journeys, and survey themes to identify what worked best for attracting sign-ups.

1. Ad Formats: We tested a variety of single image ads and video ads across different audiences and found that single image ads were often more effective in driving engagement and conversions.
2. Headlines & Primary Text: We tested headlines and primary texts that varied in tone and highlighted different values of the Verasight community. We concluded high performing messages have a concise, fun, and casual tone while calling out incentives.
3. User Journey: To determine the most effective way to generate a high quantity of engaged community members, we tested guiding users directly to sign-up versus sending them to a themed survey before signing up. We found that each method was effective for different goals, and we are looking to continue experimenting with this.

What Can Stackmatix Do For You:

Through a comprehensive testing strategy, we exceeded their expectations and delivered measurable results within two months. We drove more than 3,000 new community members, while achieving a cost per sign-up 21% lower than their historical average and 17% lower than the goal Verasight thought would be feasible to achieve. Furthermore, we were able to help Verasight achieve an accurate sample of the US population by age and gender with the members we drove, which is important to Verasight’s value proposition to researchers.

The impact of our ads went beyond the business’s expectations and additionally supplemented Verasight’s brand awareness by magnitudes. In the last two months, Verasight reached more than one million Facebook and Instagram users organically and gained more than twelve thousand new Facebook likes and followers. Additionally, Verasight gained valuable learnings around which topics appealed to their audiences the most through the signals of likes, comments, and shares on our ads. Building on our success, Verasight has asked us to support them on the B2B side, and we are excited to take on this new challenge and help Verasight achieve even greater success. 

Stackmatix’s mission is to support the growth of startups and high-velocity businesses over the long term, so we’re always excited when we can really move the needle for our clients. We’d love to see if we can do the same for your business as well. Email us at sales@stackmatix.com to schedule an introductory call with our team!

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