434 registrations in the first week - how we launched a free callback

    Hello!

    Last week we launched the free version of the RedConnect Free callback . We did this, first of all, to increase the number of registrations and the virality of our product. The time has come to take the first results. To say that we managed to achieve a result is to say nothing. A stream of new registrations overwhelmed our managers, so much so that we had to reduce the speed of promotion.



    All this in more detail.

    Since our product is free, then the cost of promotion is minimal. All the methods we used can be divided into categories: paid and free.

    Paid ways to promote


    Paid methods quickly give a tangible increase in the number of registrations, but only as long as there is money in the account. First of all, we are talking about contextual advertising in Yandex.Direct and Google.Adwords, teaser ads on VKontakte and Facebook, as well as advertising on Spark.ru. Due to the large flow of new customers, we have so far limited ourselves to a campaign in Google AdWords and buying an ad unit on Spark .ru

    Over 40 new customers arrived in contextual advertising in a week. Costs - 19704 rubles.



    In our situation, we chose not to chase the number of conversions, and stretch the existing budget for several months, and over time - not to use such advertising for the free version. She must spin herself, due to high virality.

    The average result was shown by articles in well-known private blogs dedicated to SEO and e-commerce. Some of the authors independently tested the service and wrote a review, someone took a ready-made press release.

    Some articles were purchased through the Rotapost service, some through personal contacts with blog authors. Once again I was convinced that the blog promotion is more likely dead than alive. Yes, this is not bad for statistics and positions in the search engine, but it directly affects registration not as much as we would like. Nevertheless, this is a good “long” investment - over time, many registrations will be gained from purchased articles. And this week we received 44 registrations from private blogs. It cost us 35,000 rubles.

    It was interesting to read the comments under the reviews. At this moment I was glad - we are on the right track:


    Free promotion methods


    The first thing we did was prepare a press release on the launch of a free version of a callback for e-commerce online publications. This does not always work - most of the press releases sent out did not go through the editorial office, and those that were published saw too few people. Directly from the press releases, we have not received a single customer . But I hope that in the future they will bring the result in the form of registrations, as was already the case with other projects.

    Next, we prepared a post for corporate blogs on Megamind and Spark. With greed, I started the same post in a publication on TJournal, which was immediately leaked, although on Megamind he scored 2 thousand views . From corporate blogs we received 17 registrations.

    Search engines are also a great way to promote:
    • a well-optimized page has a natural influx of targeted visitors
    • those who saw something about a free callback in blogs, articles, press releases, and in advertising too - come to our site through search engines

    In the first week , 42 people registered with RedConnect via Yandex and Google.

    Search engines also help in direct referral registrations when a visitor starts to drive in the name of the service, and the browser offers a hint with the address. There were about a hundred registrations for direct calls .

    Surely good results will be shown by SMM, but in the first week we did not devote much effort to this type of promotion. Therefore, 5 registrations came through social networks.

    What gave the maximum effect


    If we take the number of registrations as an indicator, then the most effective way was to send out an e-mail database. Those who use our online consultant sometimes do not know that we also have callbacks, or are not ready for the cost of the paid version. As a result, about two hundred customers registered after the mailing , not immediately realizing that the personal account for the services is the same. In addition, many customers who found out about the free version of the call back at the same time literally “hung” our sales department with a large number of typical questions about the new service.

    We understood that we would face such a situation. But I hoped that many would first watch our video, which just answers most of the questions:

    But my hopes were not destined to come true =)

    Because of this, on the third day we had to greatly reduce the amount of work on promotion - the result could be twice as much. Yandex.Direct, targeted ads, teaser ads, SMM and more remained unused.

    There are pluses to this. After the initial “breakthrough”, the registration schedule calmed down - an average of 25-30 new customers per day. While we are digesting the experience gained and changing business processes in the company, this is enough. When we are fully ready, we will launch the second round of promotion of RedConnect Free . And let's see what we are capable of. Do not switch!

    Also popular now: