eryzhov case study irr traffic

CASE STUDY: CLASSIFIEDS TRAFFIC

Strictly Confidential1

The problem: during almost 10 months (Sep 11- Jule 12) IRR.RU couldn't exceed the 700K UDV

How to increase the traffic?


The solution:Paid channels:

• CPC: switch the strategy from the classical e-commerce to the “non-ecommerce” one & sources diversification (to hold the lower CPC)

• SEO: shift the focus to the regions

“Non-paid” channels:• Implement the content distribution strategy• Use the above 5 mln user base (start the mailings)

The problem:

CPC_classifieds have to be < CPC_ecommerce (the same hold for the marketplaces)*

Direct competition (say in Google.Adwords)

How classifieds could get the traffic cheaper?

Non-ecommerce strategy

Strictly Confidential3* - Average revenue per click: ARPPC_ecommerce (about $1) > ARPPC_classifieds (about $0,1)

The solution:

Replace the keywords: “hard commercials” -> “soft” ones

Targeting: keyword -> target niches

Move the budget: search inventory -> network (forums, relevant news etc.)

Content distribution strategy strategy


The problem: how to use the IRR unique content (private ads) to increase the traffic?

The solution: content distribution via content aggregators

Mailings


The problem: how to use the IRR 5 mln user base to increase the traffic?

The solution:

start the mailings

Personalize every email (say, on the user search history basis). This increase the CTR

The most interesting ads at IRR.RU, CTR = 3%

Ads based on the user search history, CTR = 7%

Because the user life cycle inside the classifieds are very short (about week), there is no relevant frequency segmentation (like RFM), which could provide the stable segments for the good retention activities.

The results


The results:

35% grow in UDV

IRR.RU position in TOP100 Russian projects (by TNS): 32 -> 22

eryzhov case study irr traffic

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