Online visitors to offline stores: How a furniture chain increased sales by 200% with Yandex

1. Часть
Online visitors to offline stores:
How a furniture chain increased
sales by 200% with Yandex

2. Furniture production, sales, and
delivery
www.mnogomebeli.com
MNOGO MEBELI chain of furniture stores
furniture salons
1000
company founded
2009
cities in Russia
300

3. Period:
Tools used:
January 2016
Increase brand awareness during high
season
› Yandex Home page
› Portal Network №1 (RTB
Auction)
› Yandex.Direct (Yandex
Advertising Network)
› Yandex.Metrica
Attract maximum numbers of customers
to retail stores across Russia
Objectives

4. 4
Every year, Russians
welcome the New Year with
about 10 days of federal
holiday. For those who don’t
go away, the New Year’s
holidays are a popular time to
get involved in home
improvement projects.
In this WordStat graph, we
can see interest in the
keyword “диван купить” (buy
a couch) grows exponentially
starting on January 2.
The question for Yandex was:
How can we attract the
attention of this audience and
motivate them to visit retail
stores?
wordstat.yandex.ru
Opportunities in the New Year

5. Solution
Simultaneously attract users from the
Yandex Advertising Network
Maintain interest(RTB banner)
Generate interestamong non-TV Viewers
(Home page banner)
Create a Yandex.Metrica goal to track conversions
Come up with a memorable promotionStep 1
Step 2
Step 3
Step 4
Step 5
5

6. Step 1

7. Come up with a memorable promotion
The company developed an
attractive campaign offering
a “95% Discount”:
Customers buying several
pieces from the “Madrid”
collection can purchase an
additional sofa at a special
price:
990 ₽ instead of 20,000 ₽.
7

8. Step 2

9. Create a Yandex.Metrica goal to track conversions
9
mnogomebeli.com/about/salony metrika.yandex.ru
The company site functions less like an online store and more like a shop window
where visitors can see what is offered without the possibility of placing an order.
As a result, the main indicator of user interestwas visiting the “Where to buy”
page with addresses of Mnogo Mebeli furniture salons across Russian.
Visits to this specific page were set as a goal in Yandex.Metrica.

10. Step 3

11. Generate interest among non-TV Viewers (Home page banner)
11
From January 4-10, the
company ran TV ads while
simultaneously serving a
728×90 banner on the
Yandex Home page with
“Light TV Viewers” targeting
enabled.
Users apply this targeting to
make sure that their ads are
shown to users who watch
less than 6 hours of TV a
week*, thus maximizing
audience coverage across
different media.
*Yandex determines the target group by
analyzing online behavior using “Crypta”
technology.
www.yandex.ru
Banner CTR

12. Step 4

13. Maintain interest (RTB banner)
To maintain the interest generated by
the Home page banner, Mnogo
Mebeli showed ads to users who had
been interested* in furniture over the
previous 28 days.
(Network Portal №1, impressions are sold in real
time using RTB auctions.)
*Yandex determines the target group by analyzing online
behavior using “Crypta” technology.
13
news.yandex.ru

14. Step 5

15. 15
Eye-catching texts with
prices, discounts, photos,
sitelinks, and the last day of
the sale were prepared for
display on sites in the
Yandex Advertising
Network.
The “Weekly budget:
maximum conversions”
strategy was chosen as an
automatic form of bid
management.
news.yandex.ru
Simultaneously attract users from the Yandex Advertising Network

16. Results

17. Mnogo mebeli
Increasing brand recognition
After the launching of the ad
campaign, branded search
queries for the Mnogo Mebeli
brand not only increased by
nearly 50% compared to
December, but also exceeded
peak values from August 2014,
during the so-called “high
season.”
17
Tracking interestin the brand
Competitor 1 Competitor 2 Competitor 3
Competitor 4 Competitor 5 Competitor 6 Competitor 7
Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May June Jul Aug Sep Oct Nov Dec 2016 Feb

18. Increase in conversions
The number of visits in
which users viewed the
“Where to buy” page grew
by 350% in the first week
(after falling the New Year’s
holidays), and another 20%
over the following week.
As a result, Mnogo Mebeli
was able to attract more
visitors to their site in
January than in August,
September, and October.
18
Goal: visit to contacts page
07.12 — 13.12 11.01 — 17.01

19. Sales were simply “on fire.” As a result of this
ambitious campaign, sales in our retails stores
this January were three times higher than last
year.
19
Aleksandra Levandovskaya
Head specialist, online department
“Mnogo Mebeli” factory group

20. Bonus: distribution of conversion by traffic sources
An interesting fact:
This campaign was
exceptional – the display
banners brought almost
65% of conversions (in
addition to increasing the
number of direct visits to the
site and “branded” search
queries).
About 19% of users from
YAN and about 15% of
visitors from Yandex.Direct
viewed the target “Where to
buy” page.
20
Conversion rate by trafficsource
YAN Yandex.Direct
14,7%
18,7%
Conversions by traffic source
64,8%
32,2%