Distribution of incoming traffic

Many users come to us from the main page of the site and partners, and among them the lowest rates of return, viewing depth and session duration. This can be explained by the relatively high traffic on the website of the bank and partners and the fact that more “random” visitors come to the platform from there than from other sources. But it is fair to assume that such users are more in demand for banking services, and poor performance is due to the fact that visitors do not understand where they are and quickly return back to the site of the bank or partner.

Some analytical data supported this hypothesis: for example, among visitors who applied for loans, the ratio of first session sources turned out to be on the side of the site. So we identified the first segment of users, and now we had to decide how to help them navigate the platform and get to loan applications on this platform, and not on the bank's website.

It was possible to create a separate landing page, but this would require development, and we wanted to test our hypotheses about the interests of visitors faster and cheaper. Therefore, we used CD(X)P: the tool allows you to customize the display of interface elements and pop-ups depending on the visitor from a particular segment. 

Marketing automation platform development

How to increase conversion to deals

Our project has a web platform - this is a desktop version of a superapp for agro-entrepreneurs. Here you will find both a B2B marketplace with popular agricultural suppliers and a platform for placing goods for B2C sellers. And also a catalog of banking services, business and agro services, a search for vacancies and employees, a private classifieds board and an information resource with useful materials - everything for farmers in one place in order to optimize their activities. Conveniently? Certainly! It remains only to bring farmers to this web platform and explain where they got to, how to use it and why. The task is very difficult, especially considering the number of possible scenarios for using the site "Own Farming" and the heterogeneity of the audience.

In the first approach, we decided:

• immediately orient the user on the site and help him find what he was looking for
• gradually and in order of relevance to talk about other features of the platform

As part of this approach, with the help of CD(X)P, we implemented several options and with minimal involvement of a development resource. We also built all the necessary analytical reports in CD(X)P. This is convenient: it is possible to “fall through” to the visitor, and the interface resembles BI tools. We started with an analysis of incoming traffic in order to understand how users get to us. We also had to segment and prioritize the audience.