How we got cheap leads from zen for infobusiness

The school “Marketclever” teaches how to make money on Wildberries. The sales funnel is built like this: the client sees an advertising message and registers for a free webinar, goes through. It and then through a system of chat bots and warming up letters he is led to the purchase of a paid course.

With the help of Zen, we needed to close the top of the funnel: that is, bring in a new audience and ensure registration for the webinar. But the cost of registration was higher than planned – 692 rubles. There was something to work on.

The conversion rate for course payments from  December materials was 46%, which is a good indicator. We launched on the 2nd of January, and it was a great decision – during the holidays, the audience has time to attend the class, ask questions, and think about changing their profession in general. During the holidays – from January 2 to 10 – we brought 240 participants to the webinar for 401 rubles.

Results for 4 months How we got cheap

8,557,534 platform users have seen . 190,703 people read the articles to the end. 45,936 of them went to the landing page. 3,198 people registered for the webinar. The cost of a lead was 444 rubles. The client provided us with the target audience segments. We assessed the input and focused on two target audience categories. Employees, mothers on maternity leave, freelancers who want to earn more with minimal investment or transfer an existing store online . They needed to be told about the advantages and opportunities of trading on .

A special database is a collection of very specific special database or specialized data created for a particular use. This could include customer databases, industry-specific contact lists, medical records, or specialized research data sets. These databases are commonly used in marketing, business intelligence, or other areas where customized information is needed for making important decisions. Because the data is sensitive and specific, using or accessing a special database usually requires strict adherence to legal and privacy rules, such as GDPR or TCPA.

 

Problems How we got cheap

The materials had to be adapted for two audiences with different needs and characteristics. But on January 11, something bad happened. Applications stopped coming, the registration numbers in the account were zero. We decided to wait a day. On January 12, the situation had not changed. Articles were running, there were transitions to the site, but there were no applications.

Tasks

Bring in applications for a free webinar, the cost of which does not exceed the agreed threshold. The client expected to attract leads from Yandex. Zen worth up to 250 rubles. A lead was considered to be a user who registered for a free webinar. At the same time, the client wanted to increase organic reach within the Zen feed and thus get into the SEO advertising material results in Yandex using paid promotion.  At the same time, we held a meeting with colleagues from Zen. Provided them with the course materials for review, and wrote recommendations for the client on what edits to make to the landing page. Reworking the landing page according to the recommendations took 1 day, and a separate landing page was created for Zen.

Progress of work

At the start, we adjusted the request, explaining to the client that a lead for 250 rubles is unrealistic for this niche. And here’s why. Each article in Zen works as an independent tool, takes the reader through all levels of the funnel: it generates interest usb directory with an interesting title and after reading smoothly leads to the site through an attractive call to action and scroll2site (seamless transition mechanism). Reading an article, a person gets involved and “warmed up” better than . When viewing a regular banner. Accordingly, the cost of a lead on the platform is usually quite high. In the online education niche, figures of 2,000–3,000 rubles per target action are considered normal. But it is still possible to achieve a price reduction, and we agreed that we would focus on the figure of 500.

Preparing the channel and editing the landing page

For paid promotion, we created a separate channel, linked the site metrics to the advertising account and set up goals to track the number of registrations. This is true if we are talking about organic promotion. But to launch advertising articles, do not be afraid to name the channel. With the brand name – if the materials seem useful to the reader. He will open them, and the commercial name will allow you to filter out irrelevant and uninterested audiences.

We urgently stopped all campaigns and started to figure out what was going on. Is the form on the website not working? Are the articles no longer converting? Are the holidays over and people have returned to their usual routine, forgetting about the courses?