1,000 leads for SEO.

Background

We had worked with the client (Vladimir Kondrashov) before, promoting his SEO training services and launching one-to-one SEO tuition. That was his first web studio (read the case study and one more). He then opened a second one and came back to me.

We had worked with the client (Vladimir Kondrashov) before, promoting his SEO training services and launching one-to-one SEO tuition. That was his first web studio (read the case study and one more). He then opened a second one and came back to me.

We had worked with the client (Vladimir Kondrashov) before, promoting his SEO training services and launching one-to-one SEO tuition. That was his first web studio (read the case study and one more). He then opened a second one and came back to me.

This time the job was to promote a service for clients who did not want, or could not afford, to invest in SEO promotion, or who believed such services should be very cheap.

To cut the cost of SEO promotion several times over, the new web studio built a powerful in-house automated system that works superbly.

The task

Create a steady flow of leads for SEO promotion services from this category of clients.

Create a steady flow of leads for SEO promotion services from this category of clients.

Create a steady flow of leads for SEO promotion services from this category of clients.

What was done

I built a simple landing page, ideally suited to how this particular target audience thinks.

I built a simple landing page, ideally suited to how this particular target audience thinks.

I built a simple landing page, ideally suited to how this particular target audience thinks.

I also prepared a quiz to qualify the lead, segment the audience further and capture contact details.

Then we launched both the quiz and the landing page.

Screenshot of the quiz landing page

In practice, the quiz performed worse than the landing page. There were leads, but closing them into sales was very hard. So I reworked the quiz and moved it to another landing page.

In a month, the landing page brought in more than 1,000 leads.

Yandex Direct statistics

Then came an unpleasant surprise: the advertising campaign suddenly stopped working properly and the cost per lead went through the roof.

I started looking for the cause. I ran every possible optimisation, changed accounts, re-uploaded the campaigns and launched a new landing page (it had been made earlier as a test and had been of little use). Nothing helped.

I kept looking, and found it. The campaign had “broken” because the landing page had been added to Yandex Directory as an organisation, which disrupted the campaign algorithms and triggered inexplicable “sanctions” (or perhaps even a “ban” on the domain name). We decided to change the domain and the ad account. It worked, and things returned to relative normality.

However, competitors began copying us and burning out the niche by cloning our work — right down to the name, prices and icons on the landing page.

Besides, the landing page + advertising combination itself has a “shelf life”, determined by how competitive the niche is in the advertising channels.

So I have now developed a new prototype that differs greatly from the old one. The client has a lot of work ahead reworking the contract, because everything has to be tied into a single system. The contract is exactly what I focused on in the prototype: it is the hook we will use to catch leads. The contract will be a huge advantage: it will spell out all the work the company will carry out, plus the guarantees. In turn, my client’s customers will receive the data straight into their own CRM under this contract. Nobody on the market does this.

Several additional blocks have also been devised for the new prototype which, in my experience, should raise the average order value and the length of the contract signed, increase the conversion from lead to deal (in addition to the conversion to lead) and play a certain image-building role.

The landing page based on the prototype is already being coded. The design will be expensive and well thought through. We will stay ahead of the competition: by the time they manage to copy the landing page, time will have passed.

Result

Over 30 days (before the advertising campaign “broke”):

Leads — 1000 leads from the website

Cost per lead — ₽461

Average order value — ₽9,990

Payback — 16 days

Struggling with lead generation and marketing, or feel it could be done better?

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