To digitize India’s cumbersome stamp paper and legal documentation process, enabling users to create, customize, and receive legally valid documents online without enduring long queues.
Rental agreements, e-stamped papers, affidavits, name change packages, and custom legal drafting.
Before 2023, eDrafter.in faced significant hurdles in scaling its online presence
1- High Cost-Per-Click (CPC): Rs 7 with low ROAS (3.2).
2- Inefficient Targeting: Ads reached users seeking free legal advice rather than paid services.
3- Low Conversion Rate (CVR): 10% despite high traffic volume.
4- Audience Overlap: Campaigns competed internally, inflating CPA (Rs 42). The team needed a strategy to attract high-intent users, reduce wasted spend, and leverage its unique delivery speed and customization features.
Identifying the core issue:
The initial step in addressing the challenges faced by eDrafter.in involved a thorough evaluation of the existing customer acquisition and engagement processes.
The initial analysis at eDrafter.in revealed key challenges:
high customer acquisition costs, low conversion rates, inefficient advertising spend, and customer hesitancy towards online legal services.
Data Driven Analysis:
We utilized Google Analytics and Google Ads reports to understand website traffic behavior and ad performance, identifying where and why potential customers were dropping off. Customer surveys provided direct insights into user reservations about online services
This includes understanding user behavior on the website, including pages visited, session duration, and bounce rates, which helped identify where potential customers were dropping off.
Competitive and Technological Analysis
A review of competitors highlighted opportunities for differentiation This analysis included studyingtheir keyword usage, ad copy, and customer service approaches.
1.ggressive Negative Keyword Refinement Unconventional Tactic: Used broad-match modified keywords paired with 900+ negative keywords to filter out non-transactional queries (e.g., “free stamp paper format,” “legal advice online”). Impact: Reduced CPC by 51% (Rs 7 → Rs 3.4) and eliminated 65% of wasted spend.
2. Intent-Based Campaign Segmentation Campaigns Split by User Intent: Transactional Intent: Keywords like “buy rental agreement online,” “e-stamp paper Delhi.” Informational Intent: Keywords like “how to draft an affidavit,” “stamp paper validity.” Ad Copy & Landing Pages: Transactional ads highlighted urgency (“Same-Day Delivery!”) and linked to checkout pages. Informational ads directed users to blog posts with CTAs like “Start Your Draft Now.” Result: CVR for transactional campaigns jumped to 22%.
3. Hyper-Targeted Audience Layering Life Event Targeting: Focused on users searching for “new rental home,” “business partnership agreement,” or “name change affidavit.” Exclusion Overlaps: Blocked overlapping audiences (e.g., “law students” demographic). Device & Time Adjustments: Bid 40% higher on mobile users (70% of conversions) and during peak hours (10 AM–2 PM).
4. Dynamic Remarketing with Urgency Triggers Creative Strategy: Ads displayed abandoned documents (e.g., “Finish Your Rental Agreement Draft!”) with same-day delivery timers. Exclusive Offers: “10% Off if Completed in 1 Hour” for cart abandoners. Outcome: Remarketing contributed to 35% of total conversion value.
5. Competitor Conquesting with a USP Edge Keywords Targeted: “Online stamp paper [Competitor Name],” “legal docs cheap.” Ad Copy Focus: Highlighted USP: “Same-Day Delivery Where Others Take 3 Days. Draft Now!” CPC vs. Competitors: Achieved 20% lower CPC by using long-tail competitor keywords.
Aggressive Negative Keyword Refinement Is Non-Negotiable:
Why it matters: Broad-match keywords without robust negative lists attract irrelevant traffic (e.g., users seeking free templates).
Segment Campaigns by User Intent, Not Just Keywords
Users at different stages of the funnel need tailored messaging. Highlight speed, pricing, and CTAs like “Order Now.” Educate with blog links and soft CTAs.
Layer Audiences as Exclusion Is as Important as Inclusion
Overlapping audiences dilute budget efficiency. Use, Life-event targeting, Exclusions, Device/time adjustments.
Dynamic Remarking Needs Urgency to Convert
Abandoned carts often lack urgency. Use countdown timers (“Same-day delivery closing in 2 hours!”) and limited discounts (“10% off if completed now”).
Competitor Targeting Works—But Only with a USP Hook
sers comparing options need a compelling reason to choose you. Actionable Insight: Target competitor keywords but emphasize differentiators (e.g., “Same-Day Delivery vs. 3-Day Wait”).
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