Kingfit — a comfort-class gym chain in Krasnodar

ClientKingfit, gym chainNicheFitness, KrasnodarWhen we started, the first thing we did was look at the resources of the project. The client had a fairly old site, which we discussed back at the negotiation stage. Everyone agreed the site needed an update so that CR (conversion rate) into the target action would be higher.

The client, however, asked to start with what was there and make a new site in 2-3 months. We went through the options and the risks of that decision and came to a middle path — build separate landing pages to collect leads now, and update the main site in a couple of months.

Now the traffic system steps in. We used 2 tools we can pull our target audience from — VKontakte and Yandex.Direct.

The leads themselves land in the corporate CRM, and end-to-end analytics was set up inside Metrica. We assemble the campaign architecture, prepare the creatives and launch the first tests.

Results

210 ₽cost per lead by the third month of workBy the third month we brought the cost per lead down to 210 roubles. Across 3 gyms we got 1357 leads, and 173 annual memberships worth 10 million roubles were sold out of them.

10Mroubles: 173 annual memberships out of 1357 leadsAn iron result.