How NMX Helped a Freight Exchange Double Registrations with a Mobile-First Strategy

Client and challenge

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Our client is a large freight exchange operating in several countries. We have been working together for 5 years, and when the task of entering new markets came up, our colleagues approached NMX for assistance.

Goals:

  • Support entry into local markets.
  • Increase registrations on the website and app in selected countries, targeting cargo owners and trucking companies.

Solutions

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Focus on promoting the app as a more accessible and simple format for the target audience

The Freight Exchange service matches shippers with carriers who can fulfill orders. Users register on both the website and the app. Initially, we focused on the website because we believed that only carriers would use the app. However, it was important for the exchange to be populated with shipments that would attract carriers.

However, statistics and Audience research did not support this assumption:

  • First of all, strangely enough, carriers also register requests to transport their cargoes. 
  • In local markets, large tasks like cargo transportation are often handled the old-fashioned way — through acquaintances and phone discussions. Therefore, having an app that is always accessible proved to resonate better with the audience. As a result, advertising campaigns for the app yielded a lower cost per acquisition.

Adding new advertising channels  Meta (Facebook+Instagram)

Initially, we promoted the clients services only through Google Ads  this allowed us to reach the users who were already looking for similar services.

Including the Growth approach to processes

We constantly monitor key funnel metrics and generate new growth hypotheses. We test them, find best practices and extend them to all ad campaigns. At the end of the test, we match the results of the campaigns with the business KPIs. Together with the client, weve tested different approaches and formats  lets look at the most effective and interesting ones.

A webinar funnel

A trucking exchange is a complex and niche product to promote online. Additionally, we faced the challenge of finding large customers who would bring significant budgets to the service. Therefore, we came up with the idea that it would be easier to sell this service if we warmed up the target audience in advance.

Local-language materials and landing pages

In the early stages of entering local markets, we implemented the same creatives and websites that we used in our global advertising campaigns. However, we quickly realized that this approach would not effectively reach audiences in regions where communication in their native language was essential for generating trust and interest in the product.

We approached the client with the idea of translating creatives and landing pages into local languages to enhance results. We received the go-ahead, and heres what we accomplished

  • Facebook Ads: Thanks to the local language video (with voiceover and subtitles), the cost of sign-ups dropped by a factor of three, from $9 to $3.
  • Google Ads: Locally translated banners and ads attracted users who were 8% more likely to register for the app. As a result, the cost of registration decreased by 15%.

Videos featuring real people for advertisements

Another nuance of working in local markets is how local company representatives seek and communicate with partners. In most cases, word of mouth prevailsthey turn to existing partners, friends, or family. Communication is also traditional, relying on phone calls and face-to-face meetings.

Our audience is accustomed to interacting with and trusting people, not online advertising. Therefore, we decided to use personalized video spots featuring narrators in our ads. This way, we engaged with the audience through experts, mirroring their usual communication style.

With the launch of videos with representatives in local markets:

Installs increased
by
80%
Conversion to registrations increased
by
43
Number of registrations increased by 2.5 times, CPA decreased
by
43%

Results

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Registrations growth
x2
Registrations per year
28
,
500
CPA
$13

The number of in-app registrations grew by 63% year over year.
In January 2024, registrations increased by 234% compared to January 2023

Increased 1.7 times in a year (including website registrations)

Project Team

Lead of the contextual ads team
Vova Khlyostkin
Contextual ads specialist
Nastya Zhlobitskaya
Specialist in target ads
Katya Belkova
Lead of target ads team
Masha Kuragodnikova
Digital strategist
Dima Lyamkin
Project manager
Yulya Konovalova
Case study assembly and PR
Anait Sarkisian
Alina Vmae
Ekaterina Burtseva
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