Landing Page: the results of the experiment

Inspired by the topics: "Create a landing page: a check-list for beginners" and "Landing page that works".

the Backstory


Some years I work with a furniture factory "Astron" for which the lead 4 of the site (concerning its production). The primary is the online store.

From April to July 2013, sales of factory fell sharply. This applies not only to the online store, but company representatives in the regions (about 140 showrooms and shops). We have analyzed the situation, it turned out that sales fell in almost all furniture manufacturers.

The factory is currently developing a new online store, but this song is very long, and the decision we needed a very fast and efficient. In the end, people buy furniture and make repairs.

As shown in the experiment, we found a really effective way.

Solution


hand on heart, can say that the factory in Russia is known, but not widely enough.
We took as a basis the idea that any company is becoming famous for one of the best or distinguish it among the competitors product.

For example, Yandex is search and mail and an information portal, but still perceive it as a search engine. Or Mail.ru – there are search and news and a bunch of other services, but it is associated with mail.

The result: decided to go to the newfangled "promo pages", but rather, single-page sites, which will present a single product with the possibility of filling and sending data from the contact form or call on the phone.

From the variety products of the factory (over 1,500 possible modules and products), we chose a very narrow niche of bed, because competition in this segment is relatively small and the demand quite decent.

Even if you select just one item we are faced with the fact that the bed can be offered and wardrobes and nightstands and dressers and the bed itself can be made a minimum of 15 color options, and sizes is also wide.

But we focused on what is most popular according to statistics Y. Wordstat – double beds of a certain size. This gave the opportunity to show just one product and one price, so as not to confuse the buyer.

Attract and keep


Together with designers and technologists, we have identified 9 key characteristics of bed that distinguish it from other similar goods (as well as beds that have drawers).

Here is the initial list of severe:
the
    the
  • Clever design and functionality
    • the
  • delivery Time for the bed under the mattress 1600 x 2000 mm — 3 days
    • the
  • Several variations of color performance

    • the Bed opens smoothly and almost effortlessly thanks to the German gas springs the

  • Durability and reliability is assured with quality imported fittings
    • the
  • Useful volume on the average in 1,5 times more in comparison with drawers
    • the
  • Vertical opening allows you to place the bed in a small bedroom
    • the
  • Lack of dust on things stored
    • the
  • Durable pallet bed allows you to store heavy things

And 2 additional points:
the
    the
  • Many variants of the width of the bed: 900, 1200, 1400, 1600, 1800 mm
    • the
  • optional accessories: a chest of drawers, bedside tables, dressing table


After that we took a few pictures that show the bed in all its glory (the factory makes a photo in his own film set):


Having developed the first layout we are faced with the fact that the page has turned out boring. After going through a few dozen successful options promotional pages of well-known brands, we have made 3 different designs from which to choose here this:


its Essence is to focus on the main – high-quality photos, and features visually combine into a 3 unit, supported by detailed photographs:
the
    the
  • easy and reliable
    • the
  • Convenience of storage
    • the
  • choice of several color options and sizes


What happened: http://astron-mf.ru/singlepage2/

Where to get visitors


The fastest way to obtain audience we considered contextual advertising, effectiveness of the solution can be verified in just 2 weeks.

We have selected about 20 key phrases and cut off the unnecessary (for example, "cheap", "inexpensive" and "your hands"), and the ads focused on the main two advantages:
the
    the
  • lead Time 3 days
    • the
  • Ease of use and reliability


Results


the
    the
  • the Duration of the campaign – 2 weeks
    • the
  • Number of visitors – about 800 people
    • the
  • Costs only 6 000
    • the
  • Total number of calls and requests via e-mail to the sales Department – 40
    • the
  • Number of buyers – 6
    • the
  • the Conversion calls and appeals to buyers – 15%
    • the
  • For all phrases used in the ad was at least 3 calling all visitors


It is quite clear that the page is a lot to improve, and to attract audience from other sources, but for such a quick decision, we received a very adequate result.

In addition, it should be noted the excellent work of the managers of the company, which ultimately depends on the desire of the visitor to become a buyer.

A little observation: in the course of the campaign we are faced with the fact that sometimes the calls were after hours, so the page header placed mode. The problem was solved: the number of calls outside office hours was almost zero, and the number of applications by e-mail grew up.

I hope this note will help not only furniture, but also all those who are engaged in deducing of a new product on the market.
Article based on information from habrahabr.ru

Комментарии

Отправить комментарий

Популярные сообщения из этого блога

Looking for books as you want

Изображение
this last week or two, as curious users can watch Russian search service on books from Google . However, the General public before the official announcement from Google itself remains in the dark. Meanwhile, already there is something to see and something to tell. Besides, Google has not gone unnoticed in Yandex, which last week began offering users with Store cards and the output presented there books. What, in turn, did not fail to say publicly. Let's take a closer look at what is offered book lovers the giants of the search. Let's start with Google. The California company offers us their traditional approach. Typing in the familiar search bar the title of the book, we get... well, what we will get, greatly depends on many factors. Mostly while where a book has been published. If it's a popular publication in the United States (as an example from reference service — exposing the social ills of America's best-selling book " Fast Food Nation "), the...
Далее...

Automatically create Liquibase migrations for PostgreSQL

Изображение
Working with Liquibase always brings confidence in the fact that the database objects are in the same condition in which you want it. It is this confidence and makes system migrations so popular databases. Today I want to tell you how to make using liquibase a bit easier. If you write a migration by hand, and your target database is PostgreSQL, then read this article, I am sure, the time spent on reading the article will be repaid with interest. I hope you already know how to work with Liquibase, so only two words describe how the system works. In order to make changes in the database, you need to create a migration file (changeset) that you need to specify in the file change log (changelog), after which the migration can be successfully applied to the target database. Undeniable and obvious benefit of this approach is the ability to rollback the changes. In my opinion, liquibase, there is only one drawback — the automatic rollback of changes only works only if the mi...
Далее...

Vkontakte sync with address book for iPhone. How it was done

Изображение
the Background application on androidphone when you install the application Vkontakte is possible to use it as a provider of contacts to synchronize the contacts from Facebook with contacts in your address book. In this case stretches the avatar, date of birth, address, phone numbers, etc. When I after prolonged use HTC Wildfire S rated and are so used to this that he wanted to find a similar to the iPhone. Not found, so we took it and made his own — Synchronizer VKontakte :) It was back in November of last year. The application was done fairly quickly — it uses quite a few functions of Vkontakte API and functionality with the address book of the iPhone. But when we started to deal with the automatic matching of contacts, it was fun. Compare head-on by name, last name and phone number was easy to do, easy, and worked through it quickly. But found only 20 percent of coincidences of the contacts from what is provider in Android. Of course, only direct hits do not sui...
Далее...