Eryzhov case study irr trafficPresentation Transcript
CASE STUDY: CLASSIFIEDS TRAFFIC
How to increase the traffic?
The problem: during almost 10 months (Sep 11- Jule 12) IRR.RU couldn't exceed the 700K UDV
• 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
• Implement the content distribution strategy
• Use the above 5 mln user base (start the mailings)
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?
Replace the keywords: “hard commercials” -> “soft” ones
Targeting: keyword -> target niches
Move the budget: search inventory -> network (forums, relevant news etc.)
* - Average revenue per click: ARPPC_ecommerce (about $1) > ARPPC_classifieds (about $0,1)
Content distribution strategy
The problem: how to use the IRR unique content (private ads) to increase the traffic?
The solution: content distribution via content aggregators
The problem: how to use the IRR 5 mln user base to increase the traffic?
start the mailings
Personalize every email (say, on the user search history basis). This increase the CTR
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 most interesting ads at IRR.RU, CTR = 3%
Ads based on the user search history, CTR = 7%
35% grow in UDV
IRR.RU position in TOP100 Russian projects (by TNS): 32 -> 22