Smartup has been an excellent partner. Thanks to their experience and knowledge, we were able to find the right growth solutions.
With more than 50 million visits per year, Segunda Mano is one of the 3 most important classified advertising portals in Mexico, second only to Mercado Libre and OLX, and one of the 10 largest in Latam. It is also one of the 100 most visited sites in Mexico and has more than 1 million registered users in its database.
The classified ads sector has a fierce competition between digital giants. In the marketplaces sector, the challenges are many and evolve with great dynamism, however in the case of Segunda Mano we could summarize them in three: the capture of traffic, the conversion of traffic into leads or advertisers and finally the generation of a community of registered and recurring users.
When the objective is to generate millions of visits, a careful approach is needed to decide what the right mix of traffic sources should be, what their cost should be and what the expected conversion and return should be. It is also necessary to have a holistic approach and consider all possible traffic sources.
In this sense, we work on "paid traffic" with campaigns mainly on Google and Meta, "earned traffic" with the publication of press releases, "organic traffic" with an SEO strategy to promote the indexing and positioning of new keywords and finally "own traffic" with the generation of our own database and the sending of relevant content by email.
Linked to this last point, the other major dimension of the project was the generation of database records and the personalized management of content delivery to more than 1 million users. In this sense, the creation of personalized audiences in mixpanel was crucial, as well as the generation of automations for sending relevant content at the right time and in the right context to the different types of buyer personas (advertisers and those interested in the ads).
Thanks to the above, we extracted new knowledge of the behavior of the different buyer personas, and consolidated it with the transactional information of Segunda Mano to carry out campaigns and automated communications one by one, to improve the lifetime value (more ads, more upgrades, new functionalities...) and generate new registrations (Member get Member).
Meet
Connect
Convert
Capitalize
There are many milestones that we overcame in all this time, but if we narrow it down to numbers, we could summarize the project in more than 1.3M indexed pages and more than 45,000 keywords positioned, which resulted in an increase of more than 5% of organic visits.
Smartup has been an excellent partner. Thanks to their experience and knowledge, we were able to find the right growth solutions.
Ariel Cilento
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