Как продавать в интернете. Кейсы агентства "Кликобилие"

Интересные кейсы про то, как дизайнерские инструменты влияют на конверсию и позволяют экономить деньги.

АО "Казахтелеком". iD home VIP

Данный продукт достаточно дорогой и там предоставлялось много побочных услуг. Человеку обычно нужен хороший интернет и качественное телевидение. "Казахтелеком" же предлагал 9 услуг: звонки по стране, безлимитные звонки на мобильный (Altel), цифровое телевидение iD TV, интернет iD Net, караоке, родительский контроль интернета, сериалы и так далее.

Лендинг рассчитан на то, чтобы продавать только один продукт или одну услугу. Если услуги схожи, то можно сделать мультилендинг и предлагать 2 услуги. Но нам необходимо было продавать 9 услуг. Мы начали думать над решением этой задачи.

В самом начале у "Казахтелеком" имелся лендинг, который разработало украинское агентство. Такой лендинг устраивал заказчиков, и сначала перебирать его мы не собирались. Когда мы начали вести на него очень большой трафик, лендинг не проявил себя с лучшей стороны. Конверсия упала до 0,8%.

После этого мы полностью перестроили структуру лендинга, сделав его, во-первых, мультискрольным, а во-вторых, изменив УТП (уникальное торговое предложение) и поменяв все изображения.

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Вначале была проблема с УТП: человек хотел подключить одну услугу, но можно было подключить разом 9 услуг и за серьезную сумму. Мы решили слегка изменить торговое предложение. Вместо того чтобы вынуждать пользователя подключить сразу 9 услуг, мы предлагали подключить всего одну, а остальные 8 получить в подарок. Цена от этого никак не менялась. Мы изменили только УТП, а для пользователя разница была колоссальной.

Дальше дело обстояло с дизайном. Например, в услуге «сериалы», предыдущие маркетологи использовали картинку с двумя молодыми людьми смотрящими сериал. Мы поняли, что есть вещи намного сильнее этого - сила чужого бренда, то, что люди знают и хотят.

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Важно использовать вижуалы, которые говорят сами за себя. И мы разместили постеры наиболее популярных сериалов как «Игра престолов». В итоге мы увеличили конверсию на лендинге на 300% (до 3,2%) и выполнили план по KPI.

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