1,076 leads at ₽349 each.

Background

The owner of ZhBI 24/7 (a reinforced concrete products plant) contacted me after reading my article on landing pages in my partner’s blog. The plant manufactures reinforced concrete floor slabs, airfield and road slabs, foundation blocks and kerbstones on an industrial scale.

The owner of ZhBI 24/7 (a reinforced concrete products plant) contacted me after reading my article on landing pages in my partner’s blog. The plant manufactures reinforced concrete floor slabs, airfield and road slabs, foundation blocks and kerbstones on an industrial scale.

The owner of ZhBI 24/7 (a reinforced concrete products plant) contacted me after reading my article on landing pages in my partner’s blog. The plant manufactures reinforced concrete floor slabs, airfield and road slabs, foundation blocks and kerbstones on an industrial scale.

The client also runs 2 call centres. Managers handle incoming enquiries and run A/B tests on enquiries for the plant’s products. There were plenty of leads, but conversion into deals was low.

The task

Set up a steady flow of targeted leads for 5 of the plant’s product lines.

Set up a steady flow of targeted leads for 5 of the plant’s product lines.

What was done

As usual, I began with research.

As usual, I began with research.

I analysed the competitors: what they offer and on what terms, product prices, website design, how they grab attention in their ads and which queries they advertise on.

I studied the niche, demand for the products and seasonality.

The target audience for ZhBI 24/7 products is business owners and decision-makers, who do not hang around on forums discussing manufacturers’ products :) So it took some effort to identify their selection criteria and objections.

Based on the research, I decided to develop 5 landing pages, each in two versions for A/B testing.

The first version of each landing page listed the advantages of ZhBI 24/7 products, while the second had a form to request a price calculation. I ran A/B tests and looked at the difference. In some cases the difference was minor, in others significant.

Scroll through the carousel to see all the landing page versions.

I approved all the websites with the client, then set up advertising campaigns in Yandex Direct and Google Ads and connected RoiStat end-to-end analytics and call tracking.

Leads came in every day. I talked to the client regularly about sales so that the leads were as targeted as possible and the conversion into deals kept growing.

The partnership lasted several months. All was well until I was given the task of increasing traffic and keeping the ZhBI 24/7 websites consistently at the top of the search results without raising the bid. The cost per lead, of course, went up. There was no time for long deliberation, so I connected a bidder (from the English “bid”).

A bid manager automatically adjusts bids in paid search and keeps the website in the top positions at the lowest possible bid. With this strategy my actions made sense, and the cost per lead fell to an optimal level.

Results

My work paid for itself in 31 days; attached is the letter of thanks.

My work paid for itself in 31 days; attached is the letter of thanks.

Over 138 days:

Leads from Yandex Direct — 521

Leads from Google Ads — 555

Cost per lead, Yandex Direct — ₽509

Cost per lead, Google Ads — ₽189

Average order value — ₽250,000

My work paid for itself in 31 days; attached is the letter of thanks.

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