Proglib (PRGL)

Context

IT media for developers (a website, 83 Telegram channels, and a VK community – a total developer audience of ~800,000) operated using an advertising monetization model. The main goal was to increase ad placements within the media, boost profits, and increase the average order value without a sharp increase in traffic

Process

We conducted a comprehensive audit of the sales funnel and internal processes to identify bottlenecks and weaknesses: a lack of analytics on requests, a lack of data on lead sources, poor advertiser segmentation, and poor handling of repeat placements, which reduced conversion and upsell potential

Following the audit, a request analytics system was implemented, recording the source, client type, and transaction stage. The incoming data processing logic was rebuilt, and updated scripts were developed in collaboration with the sales department, focused on identifying advertiser goals and selecting placement formats for specific tasks

Customers were segmented by business type and budget, allowing for more precise proposal formation and an increase in average order value. Additionally, the customer retention strategy was revised, including mechanics for increasing loyalty and encouraging repeat placements. The focus was on increasing LTV and average order value through a more precise understanding of advertiser needs