Sometimes, in order to increase conversion and increase traffic in b2b, it is enough to do the most basic things to change the site.

Client: distributor of equipment for fitness clubs fitclub.ru

Task: lead generation from the Internet

At the time of contacting me, the client had already tried contextual advertising for several months, spent significant budgets and did not see the result. Investigate.

After the analysis, we came to the conclusion that this tool was not effective due to the fact that the site did not have widgets, calls to action, errors in integration with 1C, site bugs, layout errors, and traffic went to the main page.

What we did:
1. Created landing pages for fast traffic, which watered the traffic with contextual advertising. Request conversion rate increased from 0.5% to 1% in one day

2. launched a new site on the Bitrix platform with a new design, adapted the site for the mobile version. This decision was made based on a calculation of economic feasibility.

What we got as a result:

1. We raised the landing page conversion rate for contextual advertising to 3% by doing A/B tests and studying session replay.

2. Rolled out a new version of the site and worked on marketing and content (added triggers, widgets, quizzes, online chat, subscription to the newsletter from the blog, callback service-basic set), managed to increase the conversion rate of the main site, which received traffic from search without paid advertising. The site was moved to a new platform in September and in February traffic increased by 400% due to SEO promotion

Since the business is relatively seasonal, the measurement was made after 1 year in the same period of time. But this result was already in December.

Results:
Old site. Organic traffic:
February 1, 2019 – February 27, 2019
Visitors per month – 1 760
Requests – 13 (calls are not counted)

New site. Organic traffic:
February 1, 2020 – February 27, 2020
Visitors per month – 7 200
Applications – 61 (calls are not counted)

Note: in order for the site to consistently bring applications and be not just a showcase, but a sales tool, you need constant additions and changes. Every 5 years, you need to update the design and functionality of the site. Seo-promotion and development of a blog, as a rule, should be done on an ongoing basis.