Sportown is the largest fitness center in Southeast Moscow. For many years it had been the leader in the number of clients and the most popular fitness organization of the district. However, the competitor landscape has significantly changed recently, and some of the newly-formed competitors won the attention of the consumer owing to more flexible pricing and new facilities.
The current CRM platform is a local piece of software that wouldn’t leave a chance to integrate it with an end-to-end analytic system.
Additionally, the client’s website was developed years ago and resulted in low UX and quality metrics.
DEVELOPMENT OF CREATIVE SOLUTIONS FOR ONLINE ADVERTISING
CALL TRACKING AND END-TO-END ANALYTICS (COMAGIC)
Setting of IP telephony
CoMagic IP telephony was connected through MGTS phone number
Securing the opportunity to listen to outgoing calls recordings
Integration with the website and landing page
CoMagic code was installed into the website and the landing page
Call tracking, lead generation tools and web callback option were plugged in
LISTENING TO CALL RECORDINGS AND TAGGING CALLS
IDENTIFYING THE MOST EFFECTIVE LEAD GENERATION CHANNELS
End-to-end analytics based on tagging the first call
The first call was tagged as target. The most effective lead generation advertising channels were identified
Transfer of targets to Yandex.Metrics and Google Analytics systems allowed adjusting automatic strategies and targeting key audience
Based on the end-to-end analytics data all traffic channels were reviewed according to conversion rate
The budget was reallocated to the most efficient high conversion rate traffic channels
New client is looking for a fitness center
Comes across SEA
New client is looking for a fitness center
Current client is looking for the center’s schedule
Sees advertising for potential clients
Targeted advertising aimed at existing customers with adjusting bids (RLSA), retargeting and network ad campaigns.
Goes to fitness club website
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