Client project3 min read
Microgadgets, Russia's #1 Micro Earphone Brand
Tech stack
Services
- →WordPress development and ongoing support
- →Custom snippet system for multi-city landing pages
- →City office maps integration (40+ locations)
- →Checkout optimisation, "buy in 1 click" flow
- →SEO and organic search promotion across Russian cities
- →Content production and site maintenance
Deliverables
- ✓City-specific landing pages for 40+ Russian cities, generated from a single template
- ✓Interactive maps with office markers on every city page
- ✓Simplified one-field checkout form with callback flow
- ✓Multi-platform review aggregation (VK, 2GIS, Yandex, Google)
- ✓Product quiz to guide customers to the right model
- ✓Wholesale reseller section with profit calculator
Client Journey
Discovery
- Searching by city. A student preparing for an exam googles "micro earphone Chelyabinsk" (or Moscow, or Novosibirsk). A city-specific landing page ranks in the top results. It shows the local office address, phone number, and a map. The visitor immediately knows there's a pickup point near them.
- Choosing a model. The catalog shows three tiers, wired magnetic, wireless Bluetooth, capsule VIP, each with a specs comparison and a short description of who it's for. Hesitant users can take a quick quiz to get a recommendation.
- Social proof at a glance. The page surfaces reviews from VK, 2GIS, Yandex, and Google. A "rent before you buy" option and a 1-year warranty badge reduce the perceived risk.
Conversion
- Simplified checkout. The original multi-step order form was replaced with a single-field "buy in 1 click" flow, enter a phone number and a manager calls back. Friction dropped, conversion rate climbed.
- Callback request. Visitors who aren't ready to buy can request a free callback in under 10 seconds. A manager calls within 5 minutes. The window in which intent is highest.
- Wholesale inquiry. A separate form with a built-in profit calculator targets resellers: they enter quantity, see their margin instantly, and send the inquiry in one action.
Retention & Trust
- Post-purchase support. Every order ships with a warranty card, Russian instruction manual, and charger. If something breaks, the support page explains exactly how to get a replacement, with no dead ends.
- Content depth. The blog and FAQ cover common questions about legality, compatibility, and how to use the device, building trust and capturing long-tail search queries.
Before & After
| Before | After |
|---|---|
| ✗ One city, one store, with no scalable way to serve buyers in other regions | ✓ 40+ cities with dedicated landing pages and local office details |
| ✗ City pages created manually, one by one, slow and error-prone | ✓ Custom WordPress snippet system: fill in city data once, page renders automatically |
| ✗ No maps, visitors had to call to find the pickup point | ✓ Embedded interactive map on every city page with marked office location |
| ✗ Complex multi-step checkout form with many required fields | ✓ "Buy in 1 click", just a phone number, manager calls back in minutes |
| ✗ Low organic visibility outside Chelyabinsk | ✓ City-specific SEO pages rank at the top across 40 Russian cities |
| ✗ No structured review aggregation | ✓ Reviews pulled from VK, 2GIS, Yandex, and Google on a single page |
Metrics
How the City System Works
Each supported city gets a dedicated WordPress page powered by a shared snippet template. The template pulls city-specific variables, office address, phone number, metro stop or landmark, and renders a fully localised page with an embedded Yandex/Google map. Adding a new city takes minutes, not hours.
Site Preview
Micro earphone shop, archived snapshot - scrollable browser preview
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