This case study characterizes work during the pandemic, which caused a significant decline in many niches, and purchasing power is falling in line with economic indicators, but if you work, you will see results even in times like these.

The project is active, and the sample was taken at the time the screenshot was taken (July 26, 2020, ~ 7:00 p.m.). It took about a week to reach these figures, as the cost of the application was not profitable, and the number of applications for the corresponding budget was insufficient.

The adequate cost of an application for the entire distance should be no more than $3 in order to fit within the budget and generate profit accordingly.

Thanks to the correct selection and search for audiences (not just broad or narrow according to recommendations), intensive preparation, and the creation of creatives for display, the indicators were achieved and continue to decline with further correct optimization, as well as work with a non-trivial chain of conversion events.

The cost of an application, not the notorious lead forms, but applications completed and sent through the form on the website, in the period from 21 to 26 (inclusive) - $2.49.

The cost does not take into account “additional purchases” or repeat purchases by customers, since the product is high-quality and has only positive reviews, so LTV is not equal to a one-time conversion.

Moreover, thanks to the high quality of traffic and the well-thought-out structure of the site, which has links to other customer stores, this is not uncommon and brings conversions.

All these points made it possible to get more than 8,000 visits to the site, while optimizing conversion rates and receiving high-quality applications even during the quarantine period.

Finally, it is worth noting that the content and structure of the site also affect financial/quantitative/qualitative indicators, so in achieving and receiving new orders, it is important not to “sit and wait” on all sides.