Cases

How we increased sales of training courses at «PNR»

Company Parus - National Reforms sells training courses for civil servants and medical workers, is engaged in IT consulting and implements solutions based on Parus Corporation products.
2017
Marketing
Design
Frontend
Advertising
Landing page
End-to-End Analytics
Parus - National Reforms sells training courses for civil servants and medical professionals, engages in IT consulting and implements solutions based on Parus Corporation products.

Task set by the customer

Increase sales of healthcare professional training courses.

Project Summary

Preparing to launch:
2 months
Advertising campaign start:
July 2017
Delivery of work:
May 2020

What tools did you use

Contextual advertising systems G.Adwords and Y.Direct, analytics systems G.Analitics and Y.Metrika< /b>, end-to-end analytics system Roistat, crm-system Bitrix24, HTML/CSS/JS. Figma.
Landing pages
Developed
landing pages
We set a measurable goal: a user completes a course application in three steps. For each course, we developed our own landing page, then ran a series of a/b tests to choose the most effective page title, the order of presentation of the material, and the composition of the unique trade offer.
Got a conversion from entering the page to a conversation with a company manager 2.4%, two months later increased this figure to 3.1%.
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We connected the Roistat analytics system

In order to save on advertising, we implemented an end-to-end analytics system based on Roistat, integrated Roistat with the Bitrix24 CRM system, telephony and landing pages. After implementing this solution, the cost of online advertising was reduced by 28%.
Services

Set up
advertising campaigns

We collected a list of targeted search queries, based on them we developed a set of ads and launched advertising campaigns in Direct and Adwords. We set up retargeting advertising campaigns. We waited 4 months. Then we looked in Roistat which queries lead to sales and which do not Those that did not lead to sales were removed from advertising.
Achieved an average CTR for campaigns of 18%. The average cost of an ad click was reduced from 204 (before launch) to 39 rubles.
18%
Average CTR
39 rubles
Average cost per click
Set up advertising campaigns

Result of work

In the first two months we achieved 760% ROMI, the company was able to gain a foothold in the market.
3%
Average Page Conversion
680r.
Application cost from advertising campaign
760%
Marketing ROI
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