How we increased conversion rate by 1764% by creating a new website for an IPTV operator
Introduction
We at the agency always adhere to the classic concept of marketing, bringing in innovative approaches if they are backed by research. For example, we believe that one should not focus on only one tool to get the desired number of sales, but should involve all tools, gradually introducing them, and looking at the priorities of a particular business.
Infomir is a new generation IPTV operator in the field of telecommunication services. They have been working for more than 15 thousand subscribers of Odessa for 14 years. Our cooperation with the company lasted for 3 years, during which we gradually introduced integrated marketing.
When we started working with Infomir, we had the task of attracting new subscribers to a website where they could leave an application. The site was not very attractive, which significantly reduced conversion rates. In particular: the design of the site in the style of 2007; the presence of many pages that lead to “nowhere” and contain nothing useful. The site was non-functional, and it was difficult to find the information you needed. It was decided to completely change the site, having worked out the UX/UI design.
Stages of work on the new site
While the site was at the development stage, we needed to fulfil the main goal of the client — to increase applications. Therefore, as an exception to the rules (about the comprehensiveness of marketing), we developed a landing page to which targeted traffic from contextual advertising and partly from Facebook was directed. In it, we presented the necessary information in an accessible way and offered the most favorable prices for tariffs.
The website converted well, so after testing it for a while, we moved some functionality to the new site. For example, an application form and a block about available tariffs.
Block on the landing page:
Block on the new website:
The following tasks were performed to develop the site:
- Developed the terms of reference for programmers.
- We created a prototype, layout, and design. At this stage, we also developed a brand book for the company.
- We gave the team of programmers with whom we cooperate a prototype for layout and programming.
- Filled the site with content.
- Tested the functionality.
We have such a nice site:
We also added a tariff plan builder to the site, where the user could independently choose a favorable tariff at a favorable price.
After acceptance of the finished site by the client, we worked on the site on the terms of cooperation and in the future. Having fully applied the approach of integrated marketing — we got an excellent result.
New site released
In the middle of May 2021 we moved the new site to the domain — by the end of May you can already see an increase in conversions. The growth gradually continued and already in October 2021 we received an increase in conversions per month by 1764%.
The conversion rate in this case increased from 2.41% in May to 39.71% in October 2021.
The conversion rate from organic traffic increased from 0% to 50% over this time period.
Drawing conclusions from the results of this case study, we have seen how much the comfort of the user when using the site increases the chance of conversion and increases the overall performance of the site. And if you apply all marketing tools in an integrated way, you will 100% get long-term growth of your business.
