LP in 2 Days, Auto-Qualification, and Integrations: A Case Study in Rapid Scaling for a Startup

From Hypothesis to Landing Page

• Phase 1. Analysis and Hypotheses
  • Analysis of current advertising campaigns (492 ad combinations, 75 campaigns).
  • Conclusion: the main website generated high-quality leads but at a high cost; Marquiz delivered cheaper leads with lower quality.
  • **Hypothesis:**An LP would combine the strengths of both approaches (low CPL + high lead quality)

• Phase 2. Landing Page (LP) Development
  • Developed the LP structure and prepared the layout in Figma.
  • Using a plugin, quickly transferred the layout along with layers and styles from the client’s website.
  • Coded the LP while preserving the main website’s design and adapted it for mobile devices.
  • Edited a vertical video and placed it in the first screen of the LP.
  • Collected the necessary blocks and transferred them to Tilda.
  • Adapted the blocks for different screen resolutions.
  • Published the LP on a subdomain.

• Phase 3. Integrations and Automation
  • CRM (Bitrix24): Set up request forms and data transfer.
  • Lead Autoqualification:
    • Automated lead qualification (A, B, or C) was configured based on quiz questions in Marquiz on the website and in qualifying questions within the request form.
    • We designed a logic system for combining answers that determine a lead’s qualification level. In Marquiz, we used questions identifying the three key qualification parameters:
    1. Client budget
    2. Product need
    3. Urgency — how soon the client is ready to purchase the product or service
    • Answers to these questions were sent to separate fields in the CRM when a deal was created after form submission or completion of the Marquiz quiz.
    • Using no-code integration platforms (Zapier, Albato), we set up automation for each qualification level (A, B, or C) based on filled deal fields containing answers to qualifying questions. Automations were built by setting filters according to answer texts, taking into account all possible combinations.
    • When a deal was created with completed qualifying answers, the automations were triggered. Upon passing the filter in a specific automation (A, B, or C), the qualification field in the CRM was automatically filled.
  • Sending Offline Conversions to Google Ads for Ad Optimisation:
    • We configured the transfer of the Google Ads click ID into a separate CRM field alongside UTM tags and ClientID.
    • We created custom goals in Google Ads of the type “Offline Conversion based on CRM data” for each qualification level (A, B, C), key funnel stage, or sum of key sales funnel stages. These goals are used in ad campaigns for performance optimisation.
    • When a lead received a certain qualification or reached a key funnel stage, an offline conversion was sent to Google Ads and matched with advertising data using the GCLID click identifier.