How to Increase Website Traffic: Alt Profile Case Study
Diana
Email Marketing
Anna
Graphic Designer
Jack
Project Manager
Entering a New Platform
Handling Unformed Demand
Building Brand Loyalty for the Company
Project Challenges
New Platform: Previously, the client was not ready to work.
Why it’s worth your time: 1,424 views on the SPC floor covering service – read the case study on our website.
High entry threshold for advertising promotion: $1,570 to $4,000 for the initial deposit.
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Expert Comment:
Jack
Project Manager
“Zen has become a breakthrough platform for us – today the client has a 69% completion rate and the same percentage of engaged audience. Although it took us a year of optimizing advertising campaigns to achieve this result.”
Results
1 907 111
Impressions
69%
Article Completions
649
Single Transition from Catalog to Product Card
69 125
Visits to the Website
How We Did It
1.We conducted a briefing
It was launched in 2015. The platform was previously unknown and lacked the necessary advertising tools and the ability to find its audience.
We started our joint project in 2020, but there were new changes awaiting us that were not there before:
– A high entry threshold for advertising promotion.
– A high minimum monthly budget.
Over time, Zen reduced the cost for advertisers, so now you pay an entry threshold of 200 (excluding VAT), and after completing a mini-course, it’s 300 (excluding VAT).
2.We conducted competitor research
The first thing to know about Zen, especially due to the blockage of all social networks, is that the B2B segment is now actively transitioning there.
So it’s important to actively study competitors, especially those with successful cases. Alt Profile had 3 of them:
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1.Grand-Line
The primary type of content is informational. They actively use battle formats, comparing different company products. There are few subscribers on the channel, and advertising is not actively conducted, just like the release of articles.
3.We developed a content strategy
When we present the customer profile and observe the differences from competitors, it's easy to formulate new ideas and guide users to the website.
4.We launched advertising
There are two tools:
1) Scroll2Site – when a person scrolls the page, Zen seamlessly redirects them to the company’s website.
2) Engagement advertising – payment for the number of impressions.
We tried both options, and the first one proved to be the best – seamless transitions to the website.
5.We conducted an assessment of the results
When evaluating the advertising campaign, we relied on CTR (Click-Through Rate), cost per completion, and website visits.