Testing (PoC) of the logistics optimization service "LoGi"
1. Product Context
LoGi is an autonomous service for automatic route planning and application distribution.
Main Value: transforming chaotic manual planning into a mathematically optimized process.
Key Performance Indicators (KPI) for the user: Reduction of fleet mileage, increase in the number of completed applications per driver, reduction of errors in manual planning of logistics routes.
2. Main Tasks and Goals
Stage 1: Landing Page Audit (Conversion Rate Optimization)
Goal: Check if the current page converts visitors into leads.
Tasks:
Structure Analysis: Is it clear within the first 5 seconds what we offer? (Value Prop).
Check Calls to Action (CTA): Is there a clear offer (e.g., "Get a demo", "Calculate savings")?
Technical Audit: loading speed, mobile responsiveness.
Setting up/checking analytics.
Stage 2: Defining and Segmenting Target Audience
Goal: Create specific profiles for targeting settings.
Segment Hypotheses:
Service Companies (B2B): Equipment repair, air conditioning maintenance, internet providers (many locations, short visits).
Courier Delivery: Local restaurants, online stores with their own delivery.
Internal Logistics of Corporations: Delivery of office supplies, water, spare parts between branches.
Roles for Targeting:
Decision Makers: Small business owners, Chief Operating Officers (COO).
Influencers: Chief logisticians, heads of transport departments, IT directors (who are tired of maintaining "crutches" in Excel).
Stage 3: Creating Creatives
Goal: Create visual and text materials that address pain points.
Creative Directions:
Rational: "Are your drivers driving 150 km instead of 60? Cut fuel costs in half".
Emotional (for the logistician): "Forget about 3 hours of manual planning every morning. LoGi does it in 3 minutes".
Demonstrative: Video/gif of the process: "How 300 applications turn into 6 optimal routes".
Comparative: "Excel vs LoGi" (loss table vs profit chart).
Stage 4: Testing Hypotheses (MVP Marketing)
Goal: Find the cheapest lead acquisition channel (CPL).
Test Plan:
Channel Test: Facebook/Instagram (through interests and positions) vs Google Search (through queries "route optimization", "program for logisticians").
A/B test of offers: "Free audit of your routes" vs "14 days of free access".
Lead Forms vs Landing Page: Which provides higher quality leads?
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