The ads in Yandex.Direct are short, and the quiz itself has little information about the customer's offer. Not enough for the user to make a decision and leave a request. Users went from the ad to the quiz, but could not decide to leave a request. They lacked information about the school, the course itself, and the opportunities that opened up. The quiz idea did not work. The ads in Yandex.Direct brought in few requests at too high a price.
To reduce the cost of a lead and increase the number targeted industry database of applications, we replaced the quiz with a landing page. I can't show you the landing page itself, but I will tell you which site structure will give the highest conversion from advertising to application:
Screen 1. Key offer + call to action + contact form for those who are ready to leave a request right away. We make the offer as direct as possible so that the user understands where he got to. We also tried testing visits through related offers, but they did not work.
Screen 2. The value of learning . We tell you what awaits your child on the course: the basics of programming, creating a game from scratch, and implementing the first IT project. We convey the information in simple and understandable language so that parents immediately consider the value of the course.
Screen 3. Working through the objections that parents most often have. For example, about the fact that the child is a C student and may not be able to handle the course program. We explain that anyone can study, without any special skills. You only need desire and a PC.
Screen 4. Detailed information about the school . We answer the remaining objections of parents, add social proof. For example, we say that we have been working for a long time, many students have studied at the school, and so on.
Screen 5. Benefits that enhance the main offer . For example, they told us that programming is the job of the future, which does not tie you to one place. You can travel freely, work remotely and earn a decent income.
