Context
Business challenge
The client's old landing pages converted poorly: contact details were hidden, forms were complicated, the header lacked buttons, and the client could not make changes quickly.
Taxi · driver recruitment · special project
High-volume driver recruitment for RS TAXI
Cost per application: 4 177 ₽ on the old landing pages and 851 ₽ on Avito. Conversion: 0.54% and 7.69%, respectively.
Objective
What needed to change
Reduce the cost of driver applications in Moscow, Saint Petersburg, Vologda, Cherepovets and Yaroslavl without waiting for updates to the old landing pages.
What we did
Built alternative entry points
Launched lead forms, quizzes and Avito as quick ways to collect applications without waiting for changes to the old landing pages.
Compared channels by CPL and conversion
Evaluated the old landing pages, VK lead forms, Marquiz quizzes and Avito in parallel.
Reallocated the budget
Focused scaling on campaign combinations with the best cost per lead and clear conversion performance.
Results
We reduced the cost per application from 4 177 ₽ on the old landing pages to 851 ₽ on Avito. Conversion rose from 0.54% to 7.69%, with a scaling forecast of 644 applications per month.
- 4 177 ₽ → 851 ₽
- CPL reduction
- 0.54% → 7.69%
- conversion growth
- 1 756 ₽
- CPL for VK lead forms
- 1 597 ₽
- CPL for Marquiz quizzes
- 1 146 ₽
- forecast average CPL
- 644
- forecast applications per month
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