One of the company's areas of activity is car service. The area has its own marketers and budget. And 3 main channels are responsible for attracting traffic:
geoservices,
contextual advertising,
classified "Avito".
All advertising campaign results are tracked in detail using various tools and services:
Data on the number of visits to subpages — via Yandex.Metrica.
Unique target leads, CPL, CPC, expenses - in the Calltouch account.
The number of target leads, records and visits, the amount of work orders - via 1C.
A marketer compares metrics from week to week afghanistan phone number resource month to month, to identify trends and evaluate the effectiveness of overall marketing.
Problem
The cost per click is rising rapidly. As a result, marketing costs are increasing without generating more leads.
Cost per lead depending on brand and acquisition channel
Thanks to the comprehensive analysis, the following problems were discovered:
A high bounce rate — 40%. For example, a client comes from context and does not perform the target action on the site. As a result, the company loses a potential lead.
No personalization. Customers are not sent special offers based on the pages they visit.
Task
Arkont's marketers have formed two hypotheses. First, if a person clicks on an ad to go to the site, the service interests him - the client is "hot".
Secondly, a personalized offer tailored to a specific page will work better than a “for everyone” promotion.
As a result, we came to the conclusion that we needed a tool that would help reduce the bounce rate on the site and convert users into leads at a low cost.
Smart communications
Increase revenue by creating personalized communication scenarios with your audiences
Send sms, email or show banner when event occurs or does not occur
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Product Selection. Smart Communications Calltouch
Marketers from Arkont had already worked with Smart Communications on the Volkswagen project in 2023, and the tool worked well. Based on a successful case, the guys decided to try to roll out Smart Communications to the websites of other projects.
Smart communications is an automated sending of personal messages to increase conversion to purchase. The product helps to solve the following tasks: reduce CPL, increase LTV, develop cross- and repeat sales, ping managers if the client returns to the site, and track abandoned carts. Calltouch takes care of all the setup and customization for your business.
Goals
With the help of Smart Communications it was planned:
— Increase the number of requests from contextual advertising by 20%, reducing the bounce rate
— Increase website conversion by 1.8%
— Increase ROMI
Implementation
To launch Smart Communications, it was necessary to write down the triggering scenarios, select communication channels and create the special offers themselves.
As a result, 3 communication channels were selected and layouts (texts and visuals) were developed for:
— email newsletters
An example of an email newsletter within the framework of Smart Communications
- sms
Example of SMS within Smart Communications
- popapov
An example of a pop-up within Smart Communications
The Calltouch personal manager helped with setting up cookies for transmitting data to services for sending SMS and email newsletters, as well as setting up the triggering of scenarios in the Calltouch personal account.
WhatsApp for Business
Send out mailings without the risk of having your number blocked
All dialogues and statistics in one Calltouch account window. We will help with account creation, moderation and customization for your business
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Don't forget to limit the number of triggers per client, so as not to burn them out with offers. Within the Smart Communications framework in this case, a limitation was set - no more than 1 scenario trigger per client per month.
Results
Smart communications have been working on project sites since March 2024. During this time, marketers have already changed messages due to the emergence of a loyalty program*, which helps increase conversion to leads.
Smart Communications is currently working on 4 projects. What results have been achieved:
— Received 69 unique targeted leads
— 34 clients visited the service center for a total of 452.7 thousand rubles.
— ROMI — 277% with total costs for Smart Communications for six months — 120 thousand ₽
Conclusions
Smart communications help to squeeze the audience and reduce the bounce rate on the site. Bounce rates on sites have decreased in three out of four projects since the start of Smart communications (from 1.05 to 31.10):
Volkswagen - 39%
MB Volgograd - 37%
Nissan - 30%
MB Volzhsky - 43%
The number of requests for contextual advertising was increased by +20% (and in one of the projects - even by 78%), but this is also due to seasonality and an increase in the budget for projects.
Conversion increased on 3 out of 4 projects. The best indicators were on Nissan and MB Vlg, an increase of 2% and 1% respectively.
As a result, we came to the conclusion that the tool works as a new inexpensive channel for attracting traffic and pays for itself well. Future plans include scaling Smart Communications to other projects.
