the most conversion option. Choose suitable
internet marketing tools, which give the lead cost within
the maximum allowable values. Split-test advertising
creatives for various target groups in order
to identifying the most successful ligaments.
We were testing 3 options of landing pages
The presence of a calculator on a landing page gave a more expensive, but at the same time, better quality lead
Different offers were used for different target groups
The block’s presence with free service offering, which gave a flurry of non-targeted leads
Отобрали и протестировали
Were developed and tested
Rubles per lead
From social networks
We designed 3 options of landing pages: with different offers, text, capture points and accents. Every landing page version was tested for conversion rate. We evaluated not only the top-level conversion rate of visitor-to-lead, but also qualifications. Due to this, was detected and excluded a variant of landing page, which gave a large conversion, but the leads weren’t qualified by the customer.
Target advertising were launched on 3 social networks: Instagram, Facebook, Vkontakte. We selected 19 target groups and showed and showed a unique set of creatives for each group in order to identify the most attractive offers. As a result, the lead’s cost turned out to be 3421 rubles. Brand- Taksa.online – a new player on market, but a massive advertising campaign gave a significant increase in brand traffic.
The average CTR on search was 11.7%, and the conversion to lead was 1.26%. The initial cost per click on the search was 62 rubles. However, after expanding the list of minus-queries and campaign optimizing, it was possible to reduce it by 2 times to 31.5 rubles, without losing efficiency.