SaaS Promotion | Website Builder Weblium.com

Background

Work on the promotion of:
 - a website builder for end-users,
- white label solutions for small and medium web agencies, - sale of studio services for turnkey website creation.
18 distribution regions, 8 languages, 4 main user segments: SMB owners, web designers, marketers, freelancers, and small digital and web agencies.

End-to-End Analytics

User tracking was reconfigured and implemented using the UserID parameter from the company's internal client database in Google Analytics, Yandex Metrica, and Facebook Pixel.

This enabled us to track, record, and aggregate data for a specific user, even considering cross-browser and cross-device interactions of potential clients with the service on the CRM side of the project. This allowed for fine segmentation of the user base and separate analytics for each group of clients, channels, and interaction chains.

Advertising Campaign Structure

All promotion elements and attributes in Google, Bing, Facebook Ads, and Yandex Direct were distributed according to unique funnels for each user segment, with the creation of individual strategies for each client acquisition flow.
Search. Search queries were clustered according to the purchase stage and distributed across separate campaigns for each user segment, profitability, and cost of client acquisition.
Targeting of Display Ads. Fine segmentation of existing and potential buyer audiences, with the development of unique ads according to the purchase decision stage and segment needs.
Landing Pages. Separate landing pages were created for each group of queries, videos, and banners, serving as a continuation of the main messages reflected in the ad.

Fine Management of Expenses for Each Attribute

The structure of audiences and advertising campaigns was detailed, and the effectiveness of traffic and sales sources was evaluated as unified channels depending on the user segment. This allowed us to assess the influence of a particular client acquisition source on the final revenue with a 70% probability, and based on this, redistribute budgets in real-time among each element and promotion point.

Working with Cold Audiences via Social Media Ads

Considering the purchase decision model, several user groups (marketers, web designers, web developers) with the highest propensity for switching and conversion from cold media campaigns were identified.

For the campaigns, we developed unique ads and creatives focusing on solving pain points and meeting audience needs, with a chain of remarketing communications and individual landing pages.

Cascading Remarketing

Retaining consumers in the orbit and nurturing them over 6 months, considering long purchase decision cycles.

Step 1 | Funnel Stage. Using micro-conversions and set events, we determine which segment a specific buyer belongs to and at what stage of the purchase decision they are.

Step 2 | Triggers and Stimuli. Depending on the stage and segment, users have their own set of pain points, objections, questions, and doubts, which we addressed with specially adapted ads, banners, videos, and emails.

Step 3 | Client Lists. Thanks to collecting emails and phone numbers, as well as surveying users at the registration stage, we segment more accurately and create audiences by contact data list in Google and Facebook Ads, which are automatically updated via API.

Step 4 | Moving Between Audiences. Each user is automatically moved between audience groups depending on the set of actions and signals they transmit to us.

Step 5 | Ad Chains. By defining the triggers and stimuli of each user segment and their funnel stage, we created a sequence of ads with unique messages, frequency, and display period.

Step 6 | Adjustment Based on Results. In real-time, the system collects data and, upon reaching a minimum sample size, evaluates the effectiveness of the ad chains and the triggers contained within them. This allows for quickly changing elements in the sequences and finding the most effective sets.