Development of the site of the JSC Miasselektroapparat company. ROI 740%

Company: JSC Miasselektroapparat

Service: Development of the site

Subject of the project: Electric motors.

Region: Russia.



Campaign duration: 01.09.2014 — to the present (1 year).

 

The general budget on advance: 30 000 rubles a month (including payment for services of agency).



Income from an organic traffic: 444 490 rubles a month (without offline sales for the last settlement month).

 

Specifics of the project:


1. A model range of products – about 30 names.
2. High competition to the Chinese producers.
3. The large-scale enterprise – difficulties of introduction of new models in quickly changing demand of consumers.
4. An orientation on the corporate client. (practically b2c the direction of sales didn't develop)

Especially for 4th point constrained sales of plant, and limited their development.

Purposes and problems of development of the site


Main goal — increase in number of sales. For its achievement we created some purposes of the second level:

Increase in an organic traffic.

Solution of technical problems.

Processing of structure of the site.

Conclusion in a top by target inquiries.

Expansion of geography of sale.

That was made
1. Collected a semantic kernel, it is ungrouped on the cities of Russia.
2. Determined seasonality by different categories of phrases and regions.
3. Entered on one city in a month in the form of a subdomain, separated it from the main domain.
4. Forced each subdomain to work in the region separately from the main site.
5. Removed various groups of phrases in the different cities of Russia.

From September, 2014 to the present attendance grew by 642% (pictures are clickable)



growth of organic traffic

 

Growth of an organic traffic is observed (a traffic from search engines) and also the number of direct calling grows. That characterizes growth of "a site kernel" increase in natural audience of the site.

 

 

Calculation of ROI

The last period on May 26, 2014 – till August 26, 2014

 

Visitors

Viewings

The new

Questions

Calls

Orders

The paid

1848

4940

100%

28

136

54

56

The sum on the paid bills – 880 920 rubles (but in view of complexity of office of the existing demands from brought, accounts are taken only on new clients)

Transaction conversion of the site (it is calculated by number of any transactions on the site)

28 (questions) + 136 calls + 54 orders = 218 transactions

218*1001848 = 11.79% (Transaction conversion of the site) – I was;

Real conversion of the site

56 (number of the paid bills) *100/1848 = 3.03% - Real conversion of the site.

ROI – (A-B) / IN X 100%

where:

And - the cumulative income from sale in a month by means of the channel of advertizing;

880 920 rubles

B - prime cost of goods;

50% - figure approximate (as on some models prime cost about 70% are a mass production therefore indicators of prime cost can be low) the Indicator is taken from representatives of plant.

880 920 rubles - 50% = 440 460 rubles

In - the sum of investments to the advertizing canal.

4 months 30 thousand rubles – 120 thousand rubely.

ROI – (A-B) / IN X 100% (880 920 – 440 460/120 000) *100 = 367%

ROI indicator for the channel development of the site (at that time and at the moment the enterprise doesn't spend funds for other channels of promoting)

 

Since January 01, 2015 – on May 12, 2015 (4 months) – May holidays not minusuy.

Visitors

Viewings

The new

Questions

Calls

Orders

The paid

12061

48418

98%

196

246

216

107

The sum on the paid bills – 1 777 926 rubles (but in view of complexity of office of the existing demands from brought, accounts are taken only on new clients)

Transaction conversion of the site (it is calculated by number of any transactions on the site)

196 (questions) + 246 calls + 216 orders = 658 transactions

658*100/12061 = 5.45% (Transaction conversion of the site) – I became (falling of conversion is explained by increase in audience of the site (aren't able to work with the site, don't trust so far, don't want to wait for the order (it is necessary here and now), etc.);

Real conversion of the site

107 (number of the paid bills) *100/12061 = 0.9% - Real conversion of the site. Conversion falling reason the same. And still the coming seasonality. Well and work of managers with the entering traffic (it increased by 3 times)

ROI – (A-B) / IN X 100%

where:

And - the cumulative income from sale in a month by means of the channel of advertizing;

1 777 926 rubles

B - prime cost of goods;

50% - figure approximate (as on some models prime cost about 70% are a mass production therefore indicators of prime cost can be low) the Indicator is taken from representatives of plant.

1 777 926 rubles - 50% = 880 963 rubles

In - the sum of investments to the advertizing canal.

4 months 30 thousand rubles – 120 thousand rubely. (The sum remained former – at the moment the sums changed)

ROI – (A-B) / IN X 100% (1 777 926 – 888 963/120 000) *100 = 740,8%

ROI indicator for the channel development of the site (at that time and at the moment the enterprise doesn't spend funds for other channels of promoting)

Conclusions


1. It is necessary to tell that online sales for this enterprise is only 10% of a total turnover of the company, but this indicator constantly grows in this connection it is possible to call the project successful.
2. The constant increase in audience of the site leads to that the plant receives offers from corporate clients more and more.
3. In the conditions of present realities (crisis) the plant rather successfully copes with the plan of filling of own budget.
4. And from ourselves we will add, plant, almost never, doesn't detain payments under the contract for development of the site.

 

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