What we did
Analytics and a forecast of the result
We analysed the niche and forecast the results of the advertising campaign, to see whether the goal of the project was reachable. We set out the work that would need to be done
Together with the client we agreed the plan and the scope of work.
Building the website
Techline already had a website, www.techline-online.ru, which was being promoted through SEO. Paid search had not been used before, and to get the most out of it we needed a modern selling site built on the 4D model.
We started preparing the site with the copy. We wrote the content for the sections and thought through everything the future site would hold: the structure of sections and navigation, headings and subheadings, offers, USPs and capture forms.
The first screen is what a visitor sees first. The image, the heading and the USP all affect
the final conversion. Five options were proposed, we settled on two of them and decided to run an A/B test in Google Analytics. After 47 days of testing we applied the second option, which converted better.
A new selling site that answers what the customer is looking for and sets out every advantage our client has.
Setting up telephony
To increase sales and reduce the cost of winning a client, we connected call tracking. We placed a virtual number on the site and forwarded it to the client’s number. Each advertising channel got a number of its own.
We measured how well each channel performed and moved the budgets towards the ones that worked.
Starting promotion
For the first stage we chose two main channels to promote the project: an advertising mailing campaign and paid search in Yandex.Direct. We used KVIN.ONLINE, built by the agency, to collect and analyse the leads.
We found the bottlenecks in the sales funnel and improved the processes; with proper supervision in place, managers began handling every call to the standard.
The optimisation stage
We put forward a hypothesis: the term “steel structures” covers a wide range of buildings of different kinds. So to raise the conversion of the site we needed to add a multi-landing page, so that a visitor would see on the first screen the heading and the building that matched their search query.
We achieved a full match at every stage of the user’s path through the site: search query → ad copy → heading on the site → image on the first screen.
Results
The plan for leads and for site conversion was beaten. We received 123 enquiries worth €12.3 million, and €700,000 in sales in the first month of promotion. The spend on advertising was €350.
The client was pleased and handed us further projects to launch. This project was sold and passed on to partners.
The toolkit worked out on this project became a ready source of inbound leads for the sales team in building construction. The leads are inexpensive and their number can be regulated — it turned into a controllable instrument.
I am completely sure the project is under control
Before contacting KVIN.AGENCY, I already had experience with an online marketing contractor, but the results did not meet my expectations. My task was clear: increase the number of requests and lower their cost. I was looking for an agency with experience in a similar field that could manage a large budget efficiently and deliver results quickly. I liked the team's specificity: they proposed hypotheses, tested them, and quickly replaced weak ones. Feedback on every request was provided promptly. I was completely sure that the advertising budget was under control and would not be wasted during tests.
We started to feel more confident in online sales
While working with the website, KVIN.AGENCY organized bonus promotions for our services at our request. Their specialists supported the website continuously, and all issues were resolved with us. Their approach to the work helped us feel more confident in online sales. The cooperation model suits us completely.
What I value most in your team is responsiveness and the ability to hear our team
KVIN.AGENCY currently runs Yandex Direct and VK advertising campaigns for recruitment. When Instagram was available, request cost was lower, but other factors also affect cost. In cooperation with KVIN.AGENCY, we value responsiveness, analytical skills, and the ability to hear the team.
Already running advertising and a website?
Find out how to double the results of your online sales.
Book a free audit as an online meeting with a marketing analyst
- We will find which advertising channels work and which do not.
- We will draw up recommendations for raising the conversion of the site.
- We will identify the problem points in the sales process.
- We will draw up a list of SEO tasks.
- We will give recommendations on winning enquiries from social media.
- We will introduce you to a system of managing marketing that runs on numbers.
- We will draw up a list of SEO tasks.
Related services
Building an advertising strategy
We work to increase commercial and targeted traffic in order to grow sales. We design the promotion strategy so that significant growth in targeted traffic arrives in a shorter time. Standard site promotion runs from 1 year, tied to traffic and sales forecasts, though the first results can be seen in 3 to 6 months.
Building a promo site
We tie the results of promotion and of our actions to the volume of sales. Positions and traffic are key indicators, but the main driver of sales growth is winning customers from search traffic. For that we build detailed reports that show the whole funnel and let you judge how well search optimisation is working.
End-to-end analytics, CRM and telephony
We take on every technical question around collecting data: UTM tags, integrations with telephony and CRM. We deliver all the figures and conclusions you need in real time, because the data is collected automatically. With current data in front of you, the business decisions you make will be the right ones.
Launching complete targeted advertising online
We advertise on every available platform: Yandex, VKontakte, Odnoklassniki, Google, YouTube, Avito, Telegram. We work with SEO and SMM, with the sales team, and we provide technical support.
