Overview
- Client: Autoabiteenused OÜ (puksiirabi.eu), representative Margus Prantsus
- Solution developer: SECRO Solutions OÜ
- Focus: Conversion Rate Optimization (CRO), Google Ads campaign optimization, and local SEO (Local SEO)
- Activity: Development of service-based calculators calculating prices in real-time and optimization of search results (meta-data).
- Calculator example: https://puksiirabi.eu/autoabi-24h/
- Result: The number of organic clicks increased by 45.8%, the Google Ads conversion rate rose to 20%, and advertising costs decreased by 30%.
1. Problem: Fear of “wrong” calculations and hidden costs
The roadside assistance and towing market is highly competitive, where clients must make decisions quickly and in crisis situations. However, the biggest obstacle to ordering the service is people’s fear of an unexpectedly large bill.
Margus Prantsus, founder of Autoabiteenused OÜ:
“It is clear that this solution is of real help. Especially outside Tallinn, because they really need to calculate the price. Precisely because people’s own price calculations are often very wrong – they often end up with a lower price than reality, or they frequently think the service is much more expensive than it actually is.”
The SECRO Solutions OÜ team understood that to break this barrier, it was necessary to offer complete price transparency directly on the website before any contact is made.
2. Technical Solution: Smart and Dynamic Calculators
SECRO Solutions developed a customized interactive calculator for each service (towing assistance, roadside assistance, jump-start assistance) that takes real variables into account:
- Location and distance: Specially optimized for clients located outside Tallinn who need an accurate estimate for kilometer-based travel.
- Time of day and day of the week: The system automatically distinguishes between day, night, and public holiday rates.
- Vehicle type: Accounts for differences in weight and size (passenger cars, vans, trucks).
- Technical details: In the case of jump-start assistance, battery voltage is also taken into account (12V vs 24V).
To ensure the solution worked as a magnet even before reaching the website, Google meta descriptions were updated, highlighting the option to “conveniently calculate the price before calling”.
3. SEO Results: A Leap in Click-Through Rate (CTR) with Stable Rankings
Comparing Google Search Console data (7 days before vs. 7 days after launching the solution), the results are remarkable. Although search engine rankings remained the same, users chose to click on the Autoabiteenused OÜ link significantly more often, thanks to the calculator being highlighted in the search results.
Key Organic Search Metrics:
- Total Number of Clicks: Increased from 107 clicks to 156 clicks (+45.8%).
- Overall Click-Through Rate (CTR): Rose from 3.2% to 5.1% (+59.3%).
Results by Critical Keywords:
- “Towing in Tallinn”
- Before: CTR 4.51% (Position: 3.64)
- After: CTR 15.48% (Position: 3.54)
- Change: +243% growth in click-through rate!
- “Roadside Assistance Tartu”
- Before: CTR 5.00% (Position: 3.80)
- After: CTR 20.59% (Position: 3.68)
- Change: +311% growth in click-through rate!
- “Roadside Assistance Pärnu”
- Before: CTR 6.67% (Position: 4.47)
- After: CTR 12.00% (Position: 5.00)
- Change: Almost double the CTR.
- 4. Towing Price List
- Before: CTR 8.70% (Position: 13.48)
- After: CTR 20.00% (Position: 2.67)
- Result: This query rose to the first page of Google and achieved an outstanding 20% click-through rate, as the landing page offered the searcher exactly what was promised – an interactive price list.
4. The Triumph of Google Ads Campaigns: Less Cost, More Customers
Since the landing pages created by SECRO Solutions became significantly more valuable and transparent for the user, this directly impacted the results of paid advertising (Google Ads) as well. As the landing page quality score and conversion rate improved, the company needed a noticeably smaller budget to achieve the same results.
- Weekly budget savings: Google Ads weekly spend dropped from 251 euros to 176 euros (a cost reduction of €75 or ~30%).
- Increase in conversion rate: The share of ad clickers turning into actual callers or customers rose to 20% (an increase of +12% compared to before).
This means that every euro spent on advertising brought in significantly more actual jobs, and thanks to the clarity of the calculator, empty clicks were substantially reduced.
5. Summary and Conclusion
The Autoabiteenused OÜ case study proves that CRO (conversion rate optimization) is one of the key catalysts for SEO and Google Ads.
The solution created by SECRO Solutions OÜ proved that when you eliminate the biggest fear from the customer journey – the fear of uncertainty and “incorrect price calculation” – the market responds immediately. In addition to better conversion on the website, direct financial savings on advertising costs and massive organic traffic growth in Google search were achieved.