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BOXMODE case study: reducing customer acquisition cost

The Goal Boxmode is a startup that provides a website building platform for small businesses, organizations, and marketing and web

The Goal

Boxmode is a startup that provides a website building platform for small businesses, organizations, and marketing and web design professionals.

The client was promoting in foreign markets and wanted to figure out how to improve and optimize the existing promotion. Our specific goal was to reduce the cost of user acquisition with a focus on those who end up paying for the account.

Our Approach

We used Comprehensive Analysis of Display Ads to understand the client’s initial situation and set up further display campaigns. We created a dashboard for the client, into which information about the campaign was automatically pulled. Also, information about goals from Google Analytics and about new customers from CRM was transferred to the dashboard.

We had a customer acquisition cost target, so first of all we cleaned out overpriced activities that exceeded the set limit by more than 25%:

  • cleaned up expensive keywords;
  • minus expensive geotargeting;
  • disconnected groups that in the long run showed a high price for registration.

Campaigns that exceeded the target price by less than 25% ran A/B tests, changing settings that could reduce the cost.

Then we developed a media plan and presented options for strengthening campaigns.

The campaign lasted two months, from March to May. The target audience was freelance marketers, designers and developers starting a business. In the search, the main audiences were:

  • those who want to create a website for free;
  • those who create websites;
  • those who are looking for competitors.

Lookalike audiences have been used in the Display Network, video ads, and Facebook, but remarketing, look-a-likes, and those who are interested in business have also been added here.

As a result, we managed to reduce the cost per conversion to the desired level.

Client’s Review

Although newage. has a real expertse in their work, we would be happy if they could give us solutions regarding non-digital solutions.

Vyacheslav Strohyit, Marketing Team Lead, Boxmode
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