Sending leads directly to the sales department: the «Algoritmika» case
Every month, 8 million users come to the Exchange showcase from 32 major traffic providers and receive gifts from 156 partners.
The Exchange showcase works with three groups of partners, providing various functions for each:
-
Traffic providers. Send traffic to the showcase, reward visitors for performing target actions, monetize traffic, and increase loyalty.
-
Advertisers. Generate unique offers, collect leads, get new customers and orders, and increase loyalty.
- Users. Receive relevant gifts and bonuses. This improves the customer experience and makes communication with Exchange participant companies more sustainable.
For over a year, «Algoritmika», an online mathematics and programming school for children, has been working with Exchange.
What a typical CJM looks like in the Exchange showcase
The user performs a target action on the traffic provider's site (places an order, subscribes to an email newsletter, etc.)
In return, they get access to a highly personalized Exchange showcase with gifts from partners.
From dozens of offers, the user chooses the one they prefer. In this case, it's education at «Algoritmika».
The user goes to the school's website and leaves their contact information for a callback.
«Algoritmika» pays us for this contact info. Of course, some users drop off at the last stage. How can we prevent this?
We decided to see what would happen if we placed the contact info form directly in the showcase, rather than on the client's website as usual. For this task, we used the Phone Leads tool — one of Exchange's functions. This allows us to collect email addresses and phone numbers from visitors even before they go to the partner's site.
The results exceeded all expectations. Here are just a few indicators:
• Callback conversion — 84%.
• Payment conversion — 7%.
• CPO — about 5500 ₽.
Here's how we achieved this.
How we reinvented our service
After these tests, we realized: if users don't get to the form, then the form should come to them. Here's what the updated process looks like:
- The user receives an offer in the showcase.
- And here there's a change: clicking on the banner opens the contact collection form.
Contacts are sent to the «Algoritmika» email twice a day. At this stage, we tracked the first results: traffic volume increased, but about 50% of the contacts did not pick up the phone or turned out to be non-target.
First we had to address the issue of irrelevant contacts. We added a question for to verify the users. Thanks to that, the share of qualifying leads — those who were reached, have a child, and want the courses — increased from 29 to 41%. We can tailor the question to suit the specific customer's needs.
At this stage, we also set up data verification: an SMS with a verification code is sent to the lead's phone. Evasive users can no longer enter «123456789» in the phone number field.
We accelerated lead processing: we send the user data to the system as soon as the visitor clicks "Get a gift". Thus, the lead doesn't have time to cool down — «Algoritmika» processes it within 10–15 minutes. This led to payment conversion increasing to 7%.
It's worth noting that the partner had to introduce additional processes into their sales department. A lead from the Exchange showcase is different from one who filled out a form on the site — they chose a gift instead of submitting a request. This is a warm contact interested in the service; they provided their data and are waiting for a personalized offer. Therefore, this lead source required a separate scenario for sales department employees.
We can also configure campaigns so that leads are sent to the customer during their sales department's working hours.
Results
After almost a year and a half, we have become a stable source of warm leads for «Algoritmika». We hope to continue improving their business metrics in the future.Can we help you, too? Leave a request — our specialists will contact you at a convenient time to discuss your needs and how we can meet them.