Increasing Customer Base for "Advocall" Mobile Application
Introduction
"Advocall" is a mobile application that offers urgent legal assistance services across Russia. In a highly competitive market where the cost of acquiring a customer in Moscow is 3000 rubles, the goal was to identify the target audience, develop effective methods of engagement, lower the customer acquisition cost, and highlight unique features that differentiate the app from traditional legal services.
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>11app features
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<$13cost per lead in Moscow
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>350new users per month
Marketing Analysis and Strategy
Tasks:
● Define the target audience and segment them accordingly.
● Identify the pain points and objections of each segment.
● Compile a list of key features that allow the app to surpass traditional lawyers.
● Analyze the demand and select relevant keywords for promotion.
● Formulate a unique selling proposition (USP) and advertising strategies for each segment.
Solution:
We conducted an in-depth analysis of the legal services market in Russia, allowing us to identify key segments of the target audience that are interested in using the "Advocall" app. For each segment, we developed a tailored advertising strategy, a list of features to be added to the app to meet their specific needs, and a compelling description of the product. Considering the highly competitive and costly market, we implemented hyper-segmentation and prepared various testing approaches for a wide range of hypotheses
● Define the target audience and segment them accordingly.
● Identify the pain points and objections of each segment.
● Compile a list of key features that allow the app to surpass traditional lawyers.
● Analyze the demand and select relevant keywords for promotion.
● Formulate a unique selling proposition (USP) and advertising strategies for each segment.
Solution:
We conducted an in-depth analysis of the legal services market in Russia, allowing us to identify key segments of the target audience that are interested in using the "Advocall" app. For each segment, we developed a tailored advertising strategy, a list of features to be added to the app to meet their specific needs, and a compelling description of the product. Considering the highly competitive and costly market, we implemented hyper-segmentation and prepared various testing approaches for a wide range of hypotheses
8+
target audience segments considered
>30
legal services studied
UI/UX Design
Tasks:
● Create prototypes of websites and the mobile application.
● Develop a simple and intuitive user interface and user experience.
● Design common elements for use within the website and application, aligned with the advertising strategy and audience segmentation.
Solution:
We created prototypes of websites and the mobile application, incorporating the insights from the previous stage. The prototypes were designed to address user concerns and facilitate a quick onboarding process. The website prototypes were based on the best practices and lessons learned from prior projects.
● Create prototypes of websites and the mobile application.
● Develop a simple and intuitive user interface and user experience.
● Design common elements for use within the website and application, aligned with the advertising strategy and audience segmentation.
Solution:
We created prototypes of websites and the mobile application, incorporating the insights from the previous stage. The prototypes were designed to address user concerns and facilitate a quick onboarding process. The website prototypes were based on the best practices and lessons learned from prior projects.
>20
screens of the app and websites developed
>11
app features implemented
Frontend Development
Tasks:
● Develop a fast and reliable frontend for the website and mobile application.
● Implement responsive design for optimal performance across devices.
Solution:
We utilized modern web development technologies to build a fast and reliable frontend for the website and mobile application. The responsive design ensures a seamless user experience on any device.
● Develop a fast and reliable frontend for the website and mobile application.
● Implement responsive design for optimal performance across devices.
Solution:
We utilized modern web development technologies to build a fast and reliable frontend for the website and mobile application. The responsive design ensures a seamless user experience on any device.
5
adaptive formats
>5.7
interaction time
Promotion
Tasks:
● Set up advertising campaigns on Yandex and Google.
● Conduct A/B testing of advertisements.
● Create creative assets in the app's branding.
● Identify relevant interests and keywords for effective promotion.
● Exclude irrelevant ad placements.
Solution:
We set up contextual advertising campaigns on Google and Yandex, including Search and Manual Bidding for the Yandex Search Network. Once we reached approximately 100 conversions, we switched to automated bidding with conversion optimization, resulting in a reduced cost per lead. We tested over five different hypotheses related to the app's unique features and implemented iterative improvement cycles. Additionally, we conducted a thorough analysis of competitors' promotional strategies and identified key objections within the legal niche.
● Set up advertising campaigns on Yandex and Google.
● Conduct A/B testing of advertisements.
● Create creative assets in the app's branding.
● Identify relevant interests and keywords for effective promotion.
● Exclude irrelevant ad placements.
Solution:
We set up contextual advertising campaigns on Google and Yandex, including Search and Manual Bidding for the Yandex Search Network. Once we reached approximately 100 conversions, we switched to automated bidding with conversion optimization, resulting in a reduced cost per lead. We tested over five different hypotheses related to the app's unique features and implemented iterative improvement cycles. Additionally, we conducted a thorough analysis of competitors' promotional strategies and identified key objections within the legal niche.
>10
marketing hypotheses tested
>20
creatives developed
Testing, launch, and getting results
Tasks:
● Conduct thorough testing of the website before launching it.
● Launch the website and start attracting traffic.
● Evaluate the results and make the necessary adjustments.
● Conduct thorough testing of the website before launching it.
● Launch the website and start attracting traffic.
● Evaluate the results and make the necessary adjustments.
Solution
We conducted thorough testing of the website before its launch to ensure that everything works flawlessly. After launching the website, we started attracting traffic and evaluating the results. Thanks to this, we were able to quickly make the necessary adjustments and increase the efficiency of the website. This led to an increase in sales and income.
Clean UX Design
1. Design kit
2. Corporate identity
3. The highest possible usability
4. Tesla-grade UI/UX
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