The BDC Consulting team often writes about their SEO, SERM, and market research cases. But also, our specialists have extensive experience in solving problems of increasing conversions and reducing CPL (cost per lead) and CPA (cost per action) for clients in the cryptosphere. In this case, we will tell you how to do so in 4 months. We have significantly improved the performance of a project with a product cost of €4-45,000 and will describe in detail the steps that led to a dramatic increase in key parameters.
Our client is a software developer. The company makes software for managing gaming platforms. The cost of products is €4-45,000. The average bill is:
It was required to receive applications for connecting services for the sales department. The geographical area of promotion is the whole world, but the emphasis had to be placed on Southeast Asia, several countries of the second and third world.
On Facebook, crypto and gambling topics are not allowed to be shown.
The BDC Consulting team studied the target audience to develop a promotion strategy.
We divided people interested in the company's products into segments:
Based on the results of the analysis, a portrait of a user interested in the company's products was compiled:
We found out what potential customers of gaming software and buyers of ready-to-use solutions for gaming and betting platforms want.
Gaming platform with cryptocurrency payments
At this stage, it turned out that the current cost of switching to a lead form is about $110, and at the current price, there was only one buyer.
To receive applications, the BDC Consulting team has developed a strategy based on SMM (Social Media Management):
We made sure that it is possible to attract interested users through social networks, despite the specifics of the product. For testing, the widest possible audience was used (i.e. worldwide), which made it possible to receive traffic cheaper than with a segmented launch. As a result, we received our first training in social media algorithms.
We also set up ad targeting using groups of countries according to the division of living standards:
We identified the most converting geographical areas, separated them into a different campaign, and segmented and scaled the budget. At the same time, they began to work out the areas which had the worst response, using different approaches and testing the values on the audience.
Also, we conducted tests on socio-demographic characteristics and look-alike applications in those countries that were not converted. We compared the behavior of look-alike users and audiences by categories of interests. Checking the conversion from application to lead showed that the quality of traffic (time on the site, bounce rate, and other characteristics) is approximately the same. However, the look-alike audience had a higher response rate to sponsored posts.
The method did not work on a cold audience because of the large amount of "junk traffic". We found a working lead generation scheme with remarketing campaigns using Facebook Lead Forms. Optimizing retargeting forms for reach did not have a high response rate because the customer disagreed with the USP for the products.
Later, the "evergreen campaigns" format was launched - showing the main advantages of the products one after another, providing different values for the user, and pushing him to take the targeted action. Thus, brand retention is improved.
FYI: Throughout the entire period of ad impressions, there was a struggle with moderation. Despite the fact that all the requirements were met in advertisements (texts, pictures, gifs, videos) and there were no rejection triggers, there were refusals due to the URL or to the content of landing pages. Therefore, we launched landing pages with the same information but without "dangerous" content.
Initially, we had 1-3% similar users. We have expanded their number to 4-5%, and then to 6-7%. Traffic quality and CPL (cost per lead) did not decrease.
We received applications on the stream from any geographical areas - both tier-1 and tier-3, including countries with a small population. The countries with the best conversion were the following: Nigeria, India, Croatia, Tunisia, Cyprus, England, Ireland, Israel, South Africa, Netherlands. Throughout the entire work, the cost of a lead has been decreasing.
At the start, we attracted leads at a price of $ 268 and managed to get only 13%. However, in the last month, the CPL was $19, and the number of completed lead forms rose to 209.