CASE STUDIES

Atzmi

Background:

Based on ancient wisdom of over three thousand years, Rabbi Furmanski (a Kabbalist and Astro-physicist) created the Atzmi personality test - a test that allows users to get a deeper insight into themselves. The premise of this test is based upon the assumption that people are able to improve their relationships, emotional health, and decision making by giving them a better understanding of themselves.

Objective:

AirArena was approached by Atzmi to take the Atzmi test (with its sensitivities and very particular guidelines) from a successful offline personality test and convert it to be as effective in the online medium.

The primary objective was to create a vehicle for people to participate in a user-friendly personality test and then use their results to take them on a journey of self-improvement.

Solution:

AirArena worked with Atzmi to design an online model for the Atzmi Test, including developing the user flow and optimizing the user experience on the website, as well as formulating strategies around the business, the marketing and customer support.

We designed the website to reflect both the ancient wisdom of the Kabbalah and the scientific processes and modern technologies being employed, to ensure a learned, inspired, developmental and enjoyable user experience.

The Atzmi test was developed in flash, adhering to strict guidelines required to maintain the accuracy and integrity of the test. Taking the test was made to be quick, easy and fun, with users simply required to record their impressions of colorful geometric icons using a drag and drop grading system. User grading is analyzed utilizing a complex algorithm which we built into the system, resulting in a comprehensive report of the user’s personality traits.

The opportunity to become paid subscribers provides users access to various Atzmi services, including thought-provoking insights to nudge them forward on their path of personal growth and more personalized emails focused on specific self-improvement tasks, requiring the active participation of the subscriber.

AirArena provided Atzmi with:

• User Interface design
• database design and development,
• website development,
• CMS development,
• development of the Flash-based Test,
• automation of the complex algorithm to calculate user results,
• implementation of the AirArena Payment Gateway for subscribers,
• implementation of the AirArena Customer Relationship Management System
• detailed reporting systems to manage marketing campaigns, financials and users.
• online Marketing campaigns including -
  Pay Per Click marketing
  Banner advertising
  Landing Page design and optimization

Results:

As a result of delivering a stable website, a user-friendly Test and successful online marketing campaigns, Atzmi was able to achieve an astonishing 700 sign ups/ day.

The email subscriber database reached 100,000+.

Customer feedback has been incredibly positive, with users commenting on how much they value the emails that are sent to them as part of Atzmi’s follow-on service.

Through careful marketing optimization techniques the customer acquisition cost fell by more than 150%.