Context
DOMIK UA is a real estate listings platform. Traffic was strong: the top of the funnel was never the issue, but it converted badly into the qualified leads that property developers, the people actually paying, wanted.
Diagnosis
Strong traffic can hide a weak business model for a surprisingly long time. Visitor numbers look like health. They’re only health if you capture something from them.
The gap sat in two places at once. Consumers arrived and left without ever becoming an identifiable lead. And developers had no structured reason to stay, renew, or spend more.
Fix only the consumer funnel and you send more leads into a relationship that still leaks. Fix only the B2B offer and you’re packaging leads that aren’t good enough to sell. Both, or neither.
Lead capture was the same for everyone. A person three weeks from signing and a person browsing on a lunch break got identical forms, so developers received one undifferentiated stream and couldn’t act on any of it differently.
Decisions
- Rebuilt lead magnets and forms around buying urgency and budget
- Built B2B onboarding for developers, replacing "here is your login" with an actual path into the platform
- Introduced packaged promotional offers that gave developers a reason to renew
- Ran localised campaigns against real demand clusters instead of national paid traffic
- Laid the groundwork for a subscription model, moving the developer relationship toward recurring revenue
Results
Paid traffic conversion into leads improved 2.5×.
B2B renewals rose 40% quarter over quarter, which matters more, because that’s the number that says developers found the leads worth paying for twice. With the new packaging, revenue per developer account roughly multiplied roughly 2.5 times on the same client base.
Both sides of the marketplace already existed. The renewals moved once the path between a visitor and a qualified lead was short enough for developers to pay for twice.