Know the Thought Process, Know the Story

TECHSHU Case Study

By Mukut Chakraborty

Who are we?

We are Google certified partner, among top 3 Bing certified company in the world, Google engage partner, based in India with a team size of 60 in a 7 star corporate office. With an experience of 10+ years in the field we have done many great works and this story is all about just another success story.

We are the though leaders of the industry

100 Million Spent MCC Account

Name of the client: Dynamic Levels

Roles expected from us

They wanted us to reach probable and relevant investors online and convince them to register in dynamic levels for free. They wanted to have 200 registrations everyday which was very challenging since the market was niche and CPA was not that high as per the market standard.

Terms & conditions

• The terms & conditions for the project was • Users has to be very relevant to the business • They must verify their email or phone no. otherwise it would not be

counted as registrations • Users must also regularly log in to the website • Phone number and email id has to be valid • Budget and no. of registrations they were looking for was defined • All those has to be achieved within a definite time line

TG of the client

The thought process behind

a. Principal

There were 3 aspects for the work, and they were

Active & ultimate TG

Investors

India

•Reaching more and more people

•New campaigns, new adjustments, new placements, bid and budget adjustment

Reach

•Giving right message to right user by proper ads

•Making them land on relevant page

Message•Making them register•Making them verify their identity

Registration

b. Implementation strategy

For implementing this whole thing, we took some strategies and they were

c. Tracking

Without tracking it was very difficult to optimize the Adwords account since the conversion process had to go through by 2 steps. So were very keen on right tracking tool and for that we had our own tracking tool. This tracking tool was designed in such a way so that we get all below mentioned data

Here is a screenshot of the dashboard we were using

Major & Minor Medium selection

Focus on major mediums which are spanning 80% results

Ads, landding page, message, keyword in Sync

Placing ad either to right places or right users

Restricting ads to place in wrong places by proper exclusion

Proper use of multiple tools like scheduling, affinity group, target & bid, IP exclusion and

much more

Adwords click

Which campaign

Which time Did they verify

Full profile

Did they log inHow many times they logged in

How did they verify (SMS or

Mail)

Their current status

Our Execution:

We started with a calculation. Since the time we started the website used to get very few clicks we decided to increase the traffic a little, then we focused to increase the conversion to a certain limit which was 10% (the market standard is only 5%) and then we would increase the traffic again to get the desired result.

Traffic Conversion rate Conversions

0-100 1% 0-1

Improved to 1000 1% 10

Remained at 1000 10% 100

Improved to 5000 Lowered at 5% 250

Lowered at 2000 Remained at 5% 100

Remained at 2000 Improved to 10% 200

The main purpose was to improve the conversion rate in such a way that it gets a good volume of conversions along with low cpa since conversion rate and cpa are inversly proposional.

Landing pages

To move with this execution we needed a lot of landing pages since we were not permitted to change the main home page. So we designed many landing pages for them, did a lot of A/B testing, multivariate testing and some landing pages among really gave us good results, like some landing pages used to give us conversion rate close to 19% which is very good. Later we discard all other landing pages and kept only those which were giving us good conversions.

Here are two examples of those landing pages

Cost per acquisation

Conversion rate

Form in the first fold is a must Submit button highlighted so that the user can differentiate

Connect with Facebook & Gmail to make things easier for user

Main funda of the company in a single and simple diagram, we believe this diagram attracted the user very much since in web they don’t want to read, they just want to see and take quick decision.

Call to actions in the first fold again

Main features of the website at one place

In the below fold section we kept all the reports that this website provide to its clients for free and this was a important turn on for those users since those reports were very much important and not that available over net for free.

Ads

Here is a screenshot of all those ads we have created for them

CRO

Once we have achieved a certain level, we needed CRO and so we started focusing on CRO (conversion rate optimization). For CRO we brainstorm a lot, we did a lot of thing, we came up with a lot of ideas and implement them all. The result of this the conversion rate improved from 10% to 15% and the verification rate increased from 60% to 80% which helped us to reduce the cost from INR 250 to 150.

Conv. Rate:

Cost per acquisition:

Reporting

It is equally important to communicate to the client what is going on and for that direct communication and reports are needed and we used to focus on both. We used to talk to the client every day, not once but 5-6 times and we were fortunate that each time we came with a query, they were right there to answer that.

Here are few reports which we used to send to our client for their understanding

• Daily report • Weekly report • Monthly report • Landing page report • Major changes report • Hour wise report • Placement report • Verification report • Bulk mail and SMS report • Location report

Success

As far the success is concerned, we got great success. We started when the CPA was nearly 500 with a mere registration of 30-40 everyday. In the first month we have increased the registration to 2000 and reduced the cost per conversion to 350, in the second month the no. of registration increased to 6000 and the cost per conversion was 270 and in the third month we were concerned about the CPA, so we have reduced the cost per conversion upto 170 with 6000 registrations almost.

The improvement was clearly visible and the client was very happy with our work.

Cost per conv. Vs Conv. Rate graph

Overall performance

Testimonials

This has been given by the client only

There are numerous stories like this and the success story has no last page.