Quite a large company engaged exclusively in the delivery of ready meals in Kharkov and nearby settlements. Due to its "age" the company has a fairly large baggage of regular customers.
In the process of long-term cooperation on the site were ongoing work, which contributed to the growth of traffic, as a result - increasing the number of orders and improving positions, including expanding the semantic core of the site several times.
The site showed positive dynamics with characteristic surges and subsidence on holidays and after the holiday periods.
Shortly before the quarantine was announced, the company's management decided, in order to save money, to abandon the services provided and take matters into their own hands. We have made repeated attempts to explain the consequences of such a decision and presented the facts in the form of figures and positive speakers, but ...
We watched with great sadness as what was being built for months was rapidly rolling back in terms of progress.
The management of this delivery decided to redistribute budgets and change the payment of 3 specialists (SEO, PPC, SMM) to send Viber on the existing database for all years of the company's existence.
As a result, in quarantine, when everyone who had already established delivery felt more than comfortable. We can analyze the average decline in conversions on the site:
- 100 orders per month with SEO,
- 250 orders per month with PPC,
- Decrease activity in social networks and the amount of feedback 3 times.
The newsletter brought 75 orders in 6 full weeks.
It would seem that everything is on the surface and "stingy pays twice", but we always treat our customers with great respect and affection. That is why we once again intervened in the "workflow" and showed all the numbers, trying to explain that thoughtless mailing on the base, without pre-heating and at a time when all competitors were putting maximum emphasis on all the marketing that could only be done & ndash ; turned out to be just a waste of money and should stop doing it.
Also, we sincerely hope that when your wiring sparkles, you call a specialist, and do not try to fix everything yourself, without having the proper knowledge and experience. We would very much like to end this anti-case on a positive note - "they worked long and happily", but it did not happen.
The company continued to do independent "promotion" ...