Mantis mr991 device.

Background

I had worked with this client before. We promoted an expensive cosmetology service, RF perforation, with unformed demand, since nobody knew about it. You can see that case study here.

I had worked with this client before. We promoted an expensive cosmetology service, RF perforation, with unformed demand, since nobody knew about it. You can see that case study here.

I had worked with this client before. We promoted an expensive cosmetology service, RF perforation, with unformed demand, since nobody knew about it. You can see that case study here.

This time the client asked for help selling a very expensive cosmetology device, the Mantis mr991. Price – ₽4,000,000.

This one device can replace 16 different ones. It is used to achieve a powerful rejuvenating effect, treat scars, acne and hair loss, remove stretch marks, and contour the face and body. Massage with it is indicated for alimentary obesity, toning, recovery, osteochondrosis and detoxification. It relieves stress and depression, boosts immunity and mental activity, improves general well-being and much more.

It was precisely this versatility that I made the foundation of the benefits.

And once again demand was unformed: nobody knew anything about the device at all, and its counterparts cost 8 times less. Consequently, competition with other devices was extreme, and selling an unknown and very expensive device in itself posed certain difficulties.

Objective

Generating leads for the purchase of the Mantis mr991 cosmetology device.

Generating leads for the purchase of the Mantis mr991 cosmetology device.

What was done

First I created a single-screen landing page. It offered a download of a presentation about the device: its design, how it works, its advantages over other devices and the results that can be achieved using this device, as well as a payback plan.

First I created a single-screen landing page. It offered a download of a presentation about the device: its design, how it works, its advantages over other devices and the results that can be achieved using this device, as well as a payback plan.

First I created a single-screen landing page. It offered a download of a presentation about the device: its design, how it works, its advantages over other devices and the results that can be achieved using this device, as well as a payback plan.

The purpose of the single-screen page was to find out whether people would be interested at all. Beyond that, to explain to business owners why buying this particular device would bring them the greatest benefit among the many cheaper alternatives. That required a series of touchpoints.

I collected queries from Yandex Wordstat. I had to collect queries for similar competing devices, general queries, indirect queries, queries about the functions performed by various cosmetology devices and so on.

There was no demand for the Mantis. But during my work it appeared and began to grow. This could be seen in Yandex.

When the first results in the form of leads came from the Yandex Advertising Network, I added Search and collected more leads. That was a good sign.

Next I created 2 versions of a very detailed, informative and warming-up prototype, on the basis of which a designer built the landing page. There were 2 versions for 2 different large segments of the target audience: private and state clinics, and high-income private individuals.

Here is what came of it: screenshots of statistics from Yandex

Result:

In 34 days:

In 34 days:

Leads — 75

Cost per lead — ₽768

Price of the Mantis mr991 cosmetology device — ₽4,000,000

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