Objectives
- Develop first level of sales funnel — increase awareness of new products
- Increase sales
Tools used:
- Ad networks (Yandex.Direct)
- Retargeting (Yandex.Direct)
- Yandex.Metrica
Period: 2014 - ongoing
Bottleneck in the sales funnel
The niche market for children’s beds appeared very recently in Russia.
This being the case, the problem of awareness was especially urgent — most parents of children in the target age group simply don’t know about different options available. If Belmarco was going to create stable demand for their products, they needed broad reach by telling as many parents as possible about their unique beds.
Step 1. Get user contact information for later retargeting
During the promotion, visitors were given the chance to receive a 3000 ₽ discount applicable at any time.
To do so, visitors were asked to give their phone number and enter a confirmation code they received by text message.
This process helped bring the number of uncompleted purchases to a minimum: Belmarco could easily contact customers who didn’t complete orders.
Step 2. Track on-site behavior with Yandex.Metrica goals
Belmarco created goals to track the following important events: reserving the discount, ordering a bed, placing a discounted order, ordering additional options (lighting, mattress, linens).
All these events (as well as buttons pressed, forms filled out, etc.) were set as goals using Javascipt.
Step 3. Increase brand awareness with ad network campaigns
Step 4.
Retarget previous site visitors
Retarget previous site visitors: “Warm”
Retarget previous site visitors: “Hot”
How retargeting ads look
Results
Traffic
Out of all discounted purchases made by visitors from ad networks, 35% took place after visiting the site at least twice.
The average conversion rate among visitors from ad networks was 0.85%. Few visitors converted on their first visit: 0.6%. The conversion rate gradually increased with subsequent visits, reaching the maximum of 1.17% 32–64 days after the first visit, and remained high at 1.1% up to day 127.
Expanding presence across Russia
Belmarco has production in Ulyanovsk, but thanks contracts with transport companies, the company delivers their beds across Russia, Kazakhstan, and Belarus.
In just two years, Belmarco succeeded in expanding their presence to 15 cities in Russia.