The most profitable channel in terms of volume of applications and cost was VKontakte , with a lower cost per application and higher conversion.
Recommendations for budget reallocation:
- Increasing the budget on VKontakte to 15,000 rubles.
- Maintaining the current budget on Yandex.Direct with creative optimization.
- Testing new formats on Avito to reduce the cost of an application.
Suggestions for improvement:
- Increased focus on effective channels with high ROI — redistribution of part of the budget from Yandex.Direct to VKontakte to test expanded coverage.
- Budget redistribution – possible increase in the budget for the most successful campaigns in VKontakte and optimization of expenses in Avito.
- Further testing of hypotheses to recent mobile phone number data optimize the cost of a lead and increase sales volume, especially through creatives and segmentation in Yandex.Direct.
- Optimization of advertising creatives and audience segmentation to improve the overall effectiveness of all channels.
KEV. CLIENT JOURNEY MAP
Stage 1: Awareness
Objective: To declare oneself on the market, to attract the attention of potential clients to the products of the Ingcom company.
Channels and tools:
- SEO promotion (organic traffic)
- Yandex.Direct (contextual advertising)
- VKontakte (targeted advertising)
- Avito (ads)
Key metrics:
- Audience reach
- Click-Through Rate (CTR)
- Engagement
Stage 2: Interest
Goal: To deepen audience interest, dating data increase involvement in the product and the company.
Channels and tools:
- Content Marketing (publications, articles, social media posts)
- Video reviews and product demonstrations
- Webinars or online conferences
Key metrics:
- Average time on site
- View depth
- Number of views and clicks on publications
Stage 3: Consideration
Objective: To provide comprehensive information for making a purchasing decision.
Channels and tools:
- Test drives and demo products (if applicable)
- Direct consultations and chats with managers
- Landing pages with offers
Key metrics:
- Requests for consultations
- Clicks on target buttons
- Number of registrations for trial services
Stage 4: Purchase
Goal: Completion of the customer’s set up a meta business manager account purchase, conversion into a lead and sale.
Channels and tools:
- Sales Funnels
- CRM for accounting of applications
- Special offers and promotions
Key metrics:
- Conversion to leads and purchases
- Average bill
- Share of successful deals
Stage 5: Support and loyalty (Retention)
Goal: Customer retention, increased loyalty and LTV increase.
Channels and tools:
- Personalized offers
- Email Marketing and SMS Mailings
- After-sales service and support
Key metrics:
- Customer Retention Rate
- Repeat purchases
- Reviews and NPS
Step 6: Recommendations (Advocacy)
Goal: Create brand advocates, drive referrals and attract new customers through current ones.
Channels and tools:
- Loyalty and referral programs
- Social Media and Customer Posts
- Collection and promotion of reviews and cases
Key metrics:
- Number of recommendations
- Social Media Reach
- Customer Reviews
