Case study: classifieds traffic

1. CASE STUDY: CLASSIFIEDS TRAFFIC
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2. The problem: during almost 10 months (Sep 11- Jule 12) IRR.RU couldn't exceed the 700K UDV
How to increase the traffic?
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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)

3. 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
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3* - 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.)

4. Content distribution strategy
strategy
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The problem: how to use the IRR unique content (private ads) to increase the traffic?
The solution: content distribution via content aggregators

5. Mailings
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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.

6. The results
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The results:
35% grow in UDV
IRR.RU position in TOP100 Russian projects (by TNS): 32 -> 22