TopMebel furniture store in Kemerovo: a case study

TopMebel case introduction

A Kemerovo furniture retailer approached us after ads generated irrelevant visits without results.

Target region: Kemerovo

Advertising period: 01.08.2022-11.01.2023

The client came to us with specific requirements:

1. reach audiences ready to buy
2. lower enquiry costs
3. increase conversion rates

TopMebel: project stages

1. We reviewed technical issues and improved usability
2. We created additional landing pages with promotions and benefits, leading visitors to a quiz and then an enquiry form
3. We developed new promotions every month to stand apart from competitors and attract website visitors' attention
4. We divided broad searches into more specific buying queries
5. We built a negative keyword list and excluded irrelevant searches every week
6. We improved the creative assets, editing videos and selecting strong images
7. We improved navigation, added a prize wheel and simplified contact forms
8. We refined ad copy and headlines, testing different versions

Yandex Direct metrics:
CTR, % 16,43%
Conversion: 1.16%
First-month sales exceeded ≈US$18,104.92

Summary:
Lead cost has fallen monthly to ≈US$3.62. Monthly client revenue exceeds ≈US$18,104.92, with advertising still a significant expense relative to profit. Conversion is rising, targets were achieved and collaboration continues.