The numbers
438+
trial registrations per month
148+
product downloads per month
31.2%
of trials downloaded the product
The challenge
A lot of people singing up were students who needed the tool to complete their school assignment. They always stuck to a free plan and limited product usage and never upgraded to a paid plan.
Mapcreator team wanted to get more higher quality trials - businesses, real estate, media companies that will benefit from their solution for a long time.
The solution
1.Targeting graphic designers with specific keywords
Instead of targeting everyone who wants to create maps, we decided to go after graphic designers that work in small and medium businesses.
After brainstorming together with Mapcreator team, we decided to target searches related to:
- Vector maps
- svg maps
- Maps in various vector formats
Why? Because professional graphic designers need to export maps in vector formats for publishing on websites.
We used exact and phrase match combinations to make sure traffic quality is good and emphasized vector map formats to be highly relevant to graphic designers.
As a result, 59.3% of users who signed up used the product and downloaded maps in vector formats and 3% of them were connected with the sales team.
2. Campaigns targeting ICP industries
Mapcreator has a very strong product for news & media companies, real estate, and travel businesses.
Instead of going after generic “map maker” keywords, we decided to target their ideal customers right at the moment when they are searching for a mapping solution like:
- Real estate mapping software
- Locator maps, dynamic maps - terms that news companies use
- Travel mapping software and other related terms
And of course, relevant messaging based on pain points and value propositions for every industry
3. High intent BOFU keywords
Going after solution aware-keywords where people are looking for a map making software at the right moment and at the right time. We used a combination of exact and phrase match to make sure we get relevant search queries.
4. Relevant landing pages for higher conversion rate
We created targeted custom landing pages to make sure that search query → ad → landing page is relevant and creates a great user experience.
We used strong messaging - focusing on benefits and value propositions for their ideal customer persona:
- Benefits driven language
- Social proof high on the page
- All distractions removed - just one goal
- Core features
- Testimonials
- Examples other users created
That increased the conversion rate on the page, made more people sign up and use the product - for the same budget.
The result
By focusing on graphic designers, core business industries, BOFU keywords with high intent - we got more business who use the product, download maps, and engage with sales.
Custom landing pages helped to increase conversion rates and decrease our CPAs while scaling.
That resulted in:
- 140+ product downloads per month
- 350% higher quality trials
- At least 30% of sign ups use and download the product
If you want similar results, you can schedule a strategy session with our team.
