podpis case study
From Awareness to Leads: How we launched Podpis.by and attracted new users to the electronic document management service
B2B ▪️ EDI SaaS ▪️ BLR
Key Achievements
- Simplified Registration Process: Streamlined the user registration, reducing drop-offs during sign-up.
- Successful Advertising Campaigns: Launched social media and search engine ads yielding results within two months.
- Effective Email Marketing: Developed educational email sequences for different audience segments, enhancing user engagement.
- Implemented Analytics: Established tracking systems to monitor customer journeys and make data-driven decisions.
Podpis.by is an electronic digital signature service by the company Yurspektr, aimed at digitizing document workflows for Belarusian companies. Its primary goal is to simplify inter-company document signing, making the process fast, secure, and legally binding.
Background
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Initial Goals
Test the hypothesis of increasing leads through online channels.
Establish a steady stream of service connection requests.
Optimize the website to enhance user experience.
What we did
- Issue Identification: Initial multi-step registration process varied across browsers, leading to user drop-offs.
- Solution: Developed a unified, intuitive registration path applicable across all platforms to improve user experience and reduce friction.
- Lead Capture Form: Introduced a form offering access to a valuable webinar recording featuring an industry expert, using existing content to attract leads efficiently.
- Content Update: Updated website content to clearly communicate the product’s benefits and usage methods, improving clarity and customer understanding.
Registration Process Optimization
Website Enhancements
- Goal Tracking in Google Analytics: Set up goal tracking to monitor key metrics and user behavior.
- Customer Journey Reports: Created reports to visualize the customer journey, helping evaluate marketing effectiveness.
- Dashboard Template for Project Managers: Developed a template for tracking promotional statistics, ensuring data-driven decision-making.
- User Segmentation: Segmented users into groups (accountants, lawyers, directors, owners) for targeted communication.
- Tailored Educational Email Sequences: Delivered customized email sequences to each segment, providing educational content.
- Enhanced Engagement: Focused on increasing engagement and educating users on how to use the service effectively.
Analytics Implementation
Content and Email Marketing
Visuals Development: Created high-quality visuals to clearly convey the product's value, setting a standard for future ads.
Ad Platform Used:
Results: In the first two weeks, reached 360,000 people, resulting in nearly 5,000 site visits, 16 demo requests, and 9 new leads via the lead magnet.
Ad Platform Used:
- Google Ads: Launched search, remarketing, and display campaigns for maximum audience reach.
- Facebook and Instagram: Ran conversion campaigns aimed at generating leads.
- VKontakte: Conducted contextual retargeting to re-engage website visitors.
- Yandex: Implemented search campaigns targeting specific queries.
Results: In the first two weeks, reached 360,000 people, resulting in nearly 5,000 site visits, 16 demo requests, and 9 new leads via the lead magnet.
- Candidate Profiles: Defined the ideal profiles for new team members.
- Screening and Interviews: Conducted preliminary screenings and interviews to assess potential candidates.
- Team Assembly: Helped the company build a team consisting of a PPC specialist, targeted advertising expert, and content manager to support ongoing promotional efforts.
Launching Advertising Campaigns
Team Formation
Lessons Learned
Customer Journey
A smooth and simple registration process is crucial—any complexity can drive potential customers away.
Personalization
Segmenting the audience and tailoring content to their interests leads to more relevant email campaigns and higher conversion rates.
Strategic Approach
Even with limited budgets, a well-structured marketing strategy can deliver strong results when aligned with audience needs and the right tools.
"Alexandra was recommended to us by good friends when we were looking for someone to take our online promotion efforts for a new product to the next level.
She is truly a top-tier professional. She helped us build the right team by hiring a PPC specialist, a targeted advertising expert, and a content manager. She also taught me how to navigate Google and Yandex advertising, which was completely new to me, and helped us set up goal tracking and analytics.
In the first month, we implemented all the necessary adjustments based on her recommendations, and within two months, we started seeing results we were both proud of and excited about. Alexandra provided valuable insights on optimizing our ad setup and gaining a clearer understanding of our target audience.
Thanks to her expertise, we discovered new ways to attract clients. We were very satisfied with the results and highly recommend working with her!"
She is truly a top-tier professional. She helped us build the right team by hiring a PPC specialist, a targeted advertising expert, and a content manager. She also taught me how to navigate Google and Yandex advertising, which was completely new to me, and helped us set up goal tracking and analytics.
In the first month, we implemented all the necessary adjustments based on her recommendations, and within two months, we started seeing results we were both proud of and excited about. Alexandra provided valuable insights on optimizing our ad setup and gaining a clearer understanding of our target audience.
Thanks to her expertise, we discovered new ways to attract clients. We were very satisfied with the results and highly recommend working with her!"
Tatyana Skorik
Deputy Director for Development at Yurspektr
