From zero to 70% qualified leads: a startup case study in Dubai

The scope of work was divided into 3 stages

• Stage 1. Systematic hypothesis testing

  Each hypothesis was tested using a clear algorithm:

  1. Hypothesis
     • For example: «Launching a landing page will generate 32 leads at a CPL of 100 AED».
  2. Metrics
     • CPL, conversion rates, statistical significance (e.g., 570 clicks for analysis).
  3. Mockup
     • Visualisation of the idea before launch (Figma → Tilda).
  4. Audiences
     • Broad and targeted segments (e.g., parents, renters).
  5. Budget and timeline
     • No more than 6 hours to prepare a hypothesis.
  6. Result → conclusion → new hypothesis

  • Testing 3 types of landing pagesQuizzes (Marquiz)
    • Result
      • 67 leads at 66 AED each (within cost KPI).
      • Issue: Low lead quality, 0 sales.
    • Conclusion:
      • Quizzes are not suitable as a main landing page, but were kept as pop-ups on the website.
    • Action: Traffic was redirected to the main site

    Website

    • Result:
      • 20 leads at 145 AED each.
      • Plus: Improved lead quality.
      • Minus: High CPL.
    • Conclusion:
      • The website can be scaled, but requires optimization.
    • Action: Created a separate landing page

    Landing Page (LP)

    • Result:
      • 61 leads at 27 AED each (with a budget of 14,600 AED).
      • ROI: At 10% conversion rate, profitability is 1.87–2.49%.
    • Conclusion:
      • Facebook* delivers cheap and high-quality leads. Found a channel for scaling.

       

  

  Screenshot of metrics from the hypothesis test on improving advertising campaigns in ads leading to the landing page

• Stage 2. Development and launch of the LP
  • Development of the landing page structure and creation of a mockup in Figma
  • Transfer of the mockup while preserving all layers and styles of the client’s website using a plugin
  • Coding the landing page while maintaining the design of the main website, adapted for mobile version
  • Creation of a vertical video for the first screen of the landing page
  • Assembly of necessary blocks and transferring them to the Tilda platform
  • Adaptation of blocks for various screen resolutions
  • Publication of the landing page on a subdomain

• Stage 3. Setting up advertising
  1. Integration with CRM via WhatsApp
     • Setup of UTM-tag and ClientID tracking
  2. Configuration of target events in Meta Ads
     • Tracking valuable actions: form submission, video view, session duration
  3. Automated lead qualification
     • Setup of filters in CRM based on behaviour and responses