Eryzhov case study irr traffic
Upcoming SlideShare
Loading in...5
×
 

Eryzhov case study irr traffic

on

  • 143 views

 

Statistics

Views

Total Views
143
Views on SlideShare
143
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Eryzhov case study irr traffic Eryzhov case study irr traffic Presentation Transcript

  • CASE STUDY: CLASSIFIEDS TRAFFIC 1 Strictly Confidential
  • How to increase the traffic? The problem: during almost 10 months (Sep 11- Jule 12) IRR.RU couldn't exceed the 700K UDV 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) Strictly Confidential 2
  • Non-ecommerce strategy 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? The solution: 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) Strictly Confidential 3
  • 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 4 Strictly Confidential
  • 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 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% 5 Strictly Confidential
  • The results The results: 35% grow in UDV IRR.RU position in TOP100 Russian projects (by TNS): 32 -> 22 6 Strictly Confidential