Maxim Kottov

Gelle Pelle Fantesca was a prototype of a home-use cosmetic device designed to create collagen facial masks from natural ingredients.

The project was launched as an MVP to validate product demand.

At the starting point, we had:

• only a logo and packaging design
• no brand platform
• no website
• no launch strategy
• no sales funnel

I led the full digital launch process:

• Developed landing page structure and UX
• Created visual concept and brand styling
• Wrote product copy and content blocks
• Organized photo and video production
• Built the website on Tilda
• Structured offers and conversion logic
• Contributed to influencer and paid traffic testing

1. Instagram Ads + influencer marketing as primary trust drivers
2. Emphasizing “natural ingredients” increases engagement
3. Adding FAQ reduces purchase hesitation
4. Real Instagram reviews increase credibility
5. Clear “How it works” section improves scroll depth

During optimization we:

• Added authentic user reviews
• Refined the hero section
• Strengthened recipe-based content
• Improved CTA positioning
• Simplified the order form

Traffic sources: Instagram Ads + Influencer reviews

Landing page conversion rate: 1.9%

The launch generated the first customers and confirmed audience interest in the product concept.

After adding:

• real reviews
• FAQ section
• visual recipe blocks

we observed improved engagement and deeper page interaction.

• Instagram is effective for beauty MVP launches
• Visual storytelling and educational content increase engagement
• Social proof is critical for trust in early-stage products
• The “natural DIY” positioning attracts interest but requires additional educational messaging

The project allowed us to validate demand hypotheses and gather data for future product iteration.

On January 23, 2024, Yandex hosted an online conference for entrepreneurs and marketers focused on promoting 18+ products 

The YouTube recording of the event has received 13,000+ views.

The conference was hosted by TV presenter Anfisa Chekhova.

One of the key analytical presentations was delivered by Anita Krasnova, Head of SMB Client Development at Yandex.

I was not a speaker at the conference. I was responsible for preparing the analytical materials for one of the key presentations.

I worked together with colleagues to research, structure, and translate data into business insights for the report.

I led the audience research process:

• Formulated behavioral hypotheses about the 18+ market
• Designed survey questions for the target audience
• Initiated and structured the research via Yandex Vzglyad
• Defined sampling parameters and audience segmentation
• Processed raw data
• Identified key behavioral patterns
• Translated findings into strategic business insights

The survey helped uncover:

• Average order value by region
• Key purchase barriers (confidentiality as a critical factor)
• Age distribution and purchase frequency
• Gender-based behavioral differences
• Preferred purchase channels (online stores, marketplaces, offline)

These insights formed the foundation of the presentation
“Fresh Analytics and Emerging Trends: 18+ Market Overview”

I conducted search data analysis, including:

• Query structure within the 18+ category
• Subcategory demand distribution
• Regional interest breakdown
• Seasonality and weekly dynamics
• Growth trends across product groups

Key insights identified:

• Core demand-driving subcategories
• High-growth niches
• Stronger demand concentration in million-plus cities
• Stable year-round interest with mid-week peaks

I analyzed advertising performance data, including:

• Traffic split between Search and Ad Networks
• Click share and budget allocation by channel
• Mobile traffic behavior
• Tool-level effectiveness within a restricted category

This allowed us to determine:

• Which ad formats drive the majority of traffic
• Underutilized opportunities within the ecosystem
• More suitable instruments for a sensitive product category

The 18+ industry is one of the most sensitive categories in digital advertising due to:

• Regulatory and advertising restrictions
• Psychological barriers
• Confidentiality concerns
• Communication limitations

The goal of the analytics was not just to present numbers, but to:

• Demonstrate clear market potential
• Reduce fear of entry for SMB advertisers
• Provide structured and compliant growth strategies
• Translate a sensitive niche into measurable business opportunity

Beyond this conference, I also contributed to analytics preparation for industry events in:

• B2B (Small & Medium Businesses)
• Back-to-School / Fashion
• DIY
• E-commerce
• Education

My standard framework:
Audience research → Demand analysis → Advertising performance review → Strategic recommendations.

For 15 years, I have been responsible for the full digital lifecycle of a B2B company operating in the security systems industry (fire alarm systems, CCTV, access control).

This project evolved from a manually coded HTML website into a simplified, low-maintenance Tilda-based solution tailored to current business needs.

Objective: Create a complete digital presence from scratch.

What I delivered:

• Brand identity and visual style
• Website design and front-end development (pure HTML)
• Domain and hosting setup
• Initial SEO optimization
• Service structure and positioning

This was a fully independent project — from branding to technical deployment.

Objective: Make the website scalable and easier to manage.

• Migration to WordPress
• Development of an alternative Joomla-based version
• Expansion of service pages
• Ongoing SEO optimization
• Content publishing and industry articles
• Infrastructure and technical maintenance

During this stage, I acted as:
Web developer + SEO specialist + content manager + technical administrator.

Context:
The business no longer had the technical resources to maintain a complex CMS-based website (updates, plugins, security risks).

Objective:
Rebuild the website into a:

• Lightweight
• Easy-to-manage
• Cost-efficient
• Maintenance-free solution

Solution

Migration to Tilda Publishing.

Key actions:

• Full restructuring of website architecture
• Removal of outdated articles and non-performing content
• Simplified navigation
• Focus on core B2B services
• Elimination of technical maintenance overhead

• Commissioned custom vector illustrations
• Integrated SVG graphics across service pages
• Implemented lightweight SVG animations
• Built a cleaner, more modern visual language

The result was a simplified but more focused and visually structured website aligned with current business capabilities.

Beyond this conference, I also contributed to analytics preparation for industry events in:

• B2B (Small & Medium Businesses)
• Back-to-School / Fashion
• DIY
• E-commerce
• Education

My standard framework:
Audience research → Demand analysis → Advertising performance review → Strategic recommendations.

Design a landing page for a photography exhibition. The goal was to develop the concept, visual style, content structure, and UX logic.
Format: Figma prototype (no development).

I created a landing for a photo exhibition about Belgrade brutalism — exploring how post-war architecture became a symbol of socialist utopia and modern nostalgia.

A concept-driven event landing page that combines architectural aesthetics with clear UX hierarchy and a strong conversion focus.