18 February 2022 0:00
Case study on stable traffic
Artem Sedov
Founder of the consulting agency Sedov.link
Content
1. Traffic management scheme
2. Format and meanings in elements 3. Advertising campaign structure 4. Conversion increase techniques
In 7 months, we spent 13 million rubles and earned 30 million phone number database rubles. And we made it so that the traffic paid off quickly and stably. This is only possible with an excellent product, a competent traffic management scheme and an excellent traffic purchasing professional.
I am a former commercial director of the GetProduction production center (a division of GetCourse) and head of the traffic department.
Having its own video production, sales and marketing department, the production center produced its educational online projects with stars:
Pavel Volya and Laysan Utyasheva,
Ekaterina Usmanova,
Radislav Gandapas,
Irina Khakamada.
In this article, I will only talk about profitable traffic.
I am sure that most readers are constantly looking for effective ways to purchase traffic. You are not successful or do not know at all how to work with cold traffic. You make rare launches, and each time the traffic story is a real quest and 1000 hours spent by you personally. You do not have traffic analytics. And this is normal for the head of an online school.
As a rule, the matter lies in the competencies of a traffic specialist. Most likely:
he has little experience;
It focuses only on creating advertising campaigns and not on processing traffic after a click on the site;
it does not optimize campaigns for revenue;
This role is performed by the same employee who writes posts in the community;
there is no specialist at all.
Another problem that often occurs in online schools is that there is traffic (either constant or periodic), but it pays off in 3-5 weeks, because the product is launched every 3-5 weeks.
If your team does not learn how to make stable traffic, it will not be able to control the managed lead channel. This means that the online school will not be able to earn more.
Building a stable scheme for working with cold traffic and creating departments for working with traffic is my main competence. Now I will save you 6 months of searching for solutions, trials, errors and help build a stable traffic model that will allow you to competently process and convert users into buyers. Over the years of intensive work, I have accumulated a huge expertise. For each scenario, there are ready-made solutions or an understanding of how to find the right solution.
Further, I will describe step by step a case with one of the projects, on which we earned 30 million in 7 months with the help of cold traffic with the expenditure of 13 million.
There were two main factors that increased the conversion to an order:
Our product was inexpensive: up to 4 thousand. This is considered an emotional purchase.
We had Irina Khakamada’s product and an audience warmed up by her name.
They allowed us to use a short 18-minute video as a lead magnet, 10 minutes of which were the sales portion. Moreover, we gave users a recording that they could watch anytime and anywhere.
Under the video, we placed a sales form and a link to a landing page with a detailed description of the course. After registration, the user received a chain of emails with a reminder about the lead magnet and a sale of the course.
So, let's analyze the advertising campaign layer by layer:
traffic management scheme,
format and meanings in elements,
structure of advertising campaigns,
techniques for increasing conversions.
1. Traffic management scheme
The main components of the scheme are the conversion tools that we use:
for registration - a lead magnet page where we ask you to give up your email for access to valuable content;
for sale - the lead magnet itself (valuable content) with a selling part and a page with details about the course.
So, the user's movement pattern from the moment of clicking on the ad starts with the lead magnet page . If the user registers, he is redirected to the lead magnet. On the lead magnet, the user learns about the paid product and buys it.
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After registration, it is important that users start receiving your emails. Otherwise, why collect emails?
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2. Format and meanings in elements
It is important to note what each of the elements looks like and what it consists of.
Short registration page
Lead magnet: 18 minutes of video, 10 of which are for selling the marathon. Also a link to the course and a form under the video;
Course Page
The main message: “Trainings and books don’t work.”
3. Structure of advertising campaigns
I've covered the basics. Now let's talk about how to make it all work. So, let's pump up the scheme with the right structure.
After registration, the user should receive not just your mass mailings , but a special sequence of letters:
Lead Magnet Reminders: There are so many distractions, you'd be surprised what miracles reminders can do.
Course announcements.
Each new user should be isolated from any mass mailing and receive only the incoming sequence of letters.
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Now we add targeting to users who have not registered and are not in the database. For this, any advertising network has retargeting technology. We return users back to the page:
