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💡 Our Role: Led overhaul for "Focus" entrepreneurial training.
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New "Meeting" page raised lead CR to 9%, qualified CR to 75%
Project Task/Challenge
- Background: "Focus" launched in a highly competitive CIS market where the niche for entrepreneurial education services is crowded with dozens of services vying for a limited audience. The initial campaign was costly, with poor ROI, 47 technical leads at approx. $38 each and only 6 qualified leads at approx. $296 each.
- Objectives:
- Business: Increase sales in CIS and UAE.
- Marketing: Double the number of qualified leads and halve the lead costs.
- Communication: Highlight the benefits of the "Tracker in Rent" service for entrepreneurs with turnovers exceeding 1 million RUB ($13,500)
- Challenges:
- Non-Solvent Audience: Initially faced with non-paying leads.
- Demographic Specifics: Needed to filter out English-speaking Indians from the lead pool to enhance lead quality.
"Focus" launched in a crowded CIS market for entrepreneur education
Initial costly campaign: 47 leads at $38, only 6 qualified at $296
Project Solution
Optimization Steps Taken:
- Landing Page and Campaign Optimization: Enhanced existing landing pages by highlighting service benefits, added exit-intent pop-ups, set up call-tracking, and established master campaigns with three different landing page variations.
- Semantic Optimization and Budget Adjustment: Increased daily budget to approx. $135; however, many leads still qualified below the $13,500 threshold.
- New Landing Pages and Creatives Testing: Introduced additional pages and video content featuring Mikhail Dashkiev, optimized semantics, launched retargeting for existing clients, and increased the daily budget to approx. $203. Resulted in a technical lead conversion rate (CR%) of 8% and a qualified lead CR% of 94%.
- Additional "Meeting" Landing Page: Developed a new landing page with a timer and meeting invitation, tested new ad texts, and increased the daily budget to approx. $270. This achieved a CR% in technical leads of 9% and in qualified leads of 75%.
- Testing of New Combinations and Creatives: Focused on operation and sales department performance, achieving a CR% in technical leads of 9.7% and in qualified leads of 77%.
