Product-labelling services: 623 B2B inquiries
A product-labelling registration service generated 623 business inquiries at 1,111₽. The recorded contract conversion was 28%, with a 45K₽ average order
Business owners found product-labelling requirements difficult to understand. Competitor websites used terminology that did not explain what the particular company needed to do
We offered an initial business-specific assessment and a practical implementation plan. Search campaigns used the questions owners asked about their products. The landing page explained the service in plain language and stated the provider's contractual responsibility for its own mistakes
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Context
The provider helps businesses register products in Russia’s labelling systems. During the April-October 2024 campaign, prospective customers needed to understand the practical steps for their product category before choosing an implementation provider
What we changed
Questions in the owner’s language. Search campaigns covered specific business situations such as footwear or clothing sold through a marketplace. The campaign avoided relying only on the formal name of a regulation
An initial assessment. Prospects described their business and received a practical list of steps, priorities, estimated time and service cost
Plain-language explanations. Landing-page copy connected each service to the owner’s products and workflow. The case reports form conversion increasing by 40% after this change
Defined responsibility. The offer explained the provider’s contractual terms for penalties resulting from its own error or delay. These were terms of this service, not a general legal guarantee
Results
There were 623 inquiries at 1,111₽, with 28% converting to a contract and a 45K₽ average order. The result illustrates the role of a useful first assessment in a complex B2B sale
See B2B marketing and analytics for connecting inquiry quality to signed contracts
See also
Story of the week, number of the week, one campaign setup taken apart and what to do before the season. Dubai, Phuket, Georgia
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