Case: How to sell 10,000 products on 1 landing and earn an additional 5,000,000 rubles per month
Marketers and business owners often solve extraordinary tasks. In the previous article, we showed how to profit from non-performing queries in contextual advertising.
And today we’ll analyze how to make multi-branding for several types of products from different segments. How to simultaneously sell air conditioners and women's dresses? Despite the fact that this does not violate the rule “One page - one offer”.
10,000 products on one page.
It was with this task that one of the customers addressed us. The company is engaged in the wholesale supply of goods in ten completely different directions. For example, mobile gadgets, children's toys, electronics, cosmetics, garden tools.
A common practice in such cases is a corporate website and 10 landing pages for each direction. Even better - a pack of landings for medium and high frequency queries. Because users are not looking for "electronics", but for a specific product. For example, "monopods in bulk." The deeper the segmentation of the target audience and the personalization of the offer, the higher the effectiveness of the advertising campaign.
In this case, the owners of the company neglected this rule and made a one-page page for “selling 10,000 goods of domestic and foreign production”:
Moreover, they initially provided for setting up dynamic content using the Yagla service. It was interesting to see how it works. The Yandex.Direct campaign is set up for 10,859 product requests in the wholesale purchase niche. For example, "Buy a monopod in bulk" or "Buy a Lego constructor in bulk." One of the advertisements:
In the original, the only semblance of personalization is the choice of the product category in the application form, as well as the choice of the direction of interest on the second screen. For example, electronics. Call to action - get a price list:
It is not clear what the potential customer will get - a price on electronics or the entire range. And he does not see any specific information on monopods, which, in fact, interest him.
Therefore, the advantages of the company in the form of prices from the manufacturer, delivery to the warehouse and the purchase of different groups of goods in one place - are past the user's goal. There is a dissonance between the needs of the client and the proposal on the landing page.
Dynamic content for different types of products
10 859 requests from the Republic of Kazakhstan to Yandex.Direct were synchronized with Yagla through the API and uploaded to the substitution table. We recommended grouping: homogeneous queries were combined into groups and a substitution was prescribed for each of them (a total of 1,425 substitutions).
First of all, the substitutions concern the page title and the signature to the application form on the first screen:
In our example with monopods, a correspondence (relevance) of the user's needs with content appeared on the first screen. The client wants to buy monopods - he sees the corresponding offer. Similarly, tuning to other queries occurs. Another example:
The campaign in Yandex.Direct was set up simultaneously with adaptive content. Jagla compares the effectiveness of the original version and each substitution using an automatic a / b testing system.
After 3 weeks, the first results were obtained: the conversion of the original to the application was 5.1%; the substitution conversion for monopods is 7.56%. For other options - from 5.5 to 8.7%.
An important point:in most cases, matching a spoofed header with a query yields minimal return. This is the main mistake of multi-landings. TOP 4 critical errors of adaptive pages, see this article .
The task is not just to tailor the content to the requests, but to segment the audience and create personalized offers.
Users make decisions based on the value of the proposal. Therefore, the next step was the modeling of headers according to the 4U scheme:
A control test after 3 weeks showed the conversion of the new version 15.3%, that is, an increase of more than 100% compared to the "Wholesale of monopods." The conversion of the original page is stable within 4.8-5.2%. Record-breaking effectiveness in substituting the query “Buy e-books in bulk” (17.5%):
An important point: substitutions must be configured for the most conversion elements, where personalization greatly affects the target action. In our example, we changed the signature to the lead form on the second screen:
and the title to the delivery calculation form:
The remaining elements were left in their original form. For example, the form at the end of the page:
This makes it easy to configure substitutions and analyze a / b tests. We recommend that you change no more than five elements on one page so as not to get confused and get an accurate understanding of the effectiveness of responsive content.
For 1.5 months of testing dynamic content, the substitution conversion exceeded the original indicator from 61 to 297% for different groups of requests. The best shots were the Electronics and Baby Products categories, where headers were modeled on a 4U scheme. In monetary terms, for a company with similar turnover - this is 4-5 million additional revenue.
We are often asked: "How to apply adaptive content not on landing pages, but in ordinary online stores?" Therefore, in the next article we will analyze the case of the online clothing store, which tested the substitution of headings in the categories and cards of the most marginal products.
With you was Alexander Alimov, Head of Yagla.ru
See you in a week!