Polar Wind is a project focused on snowboarding and surfing in Russia. We help turn saved pins into a real trip—we find worthy slopes and waves, check them ourselves, and calculate the cost of the journey.
Polar Wind’s primary target audience—snowboarders aged 25–35 from major cities who are already skiing and looking for new destinations in Russia. They regularly spend money on trips but are tired of the same slopes. They need new, vetted spots and honest budgeting, which is exactly what Polar Wind™ offers. In our survey, this group makes up one of the two largest segments: 40% of readers.
We tested articles, posts, polls, and discussions on Zen. The most effective were helpful articles (CTR up to 19,4%) and polls that allow for one-click responses. Open discussions and vague headlines performed the worst. Therefore, going forward, we will focus on providing value and encouraging simple participation.
Reading time is long (8.5 minutes, 3.4 pages), and it performs best from recommendations on Zen. However, with a 62% bounce rate and few return visitors, we are currently focusing on improving consistency and internal linking between articles.
The most successful publication was the article on gear: it achieved a CTR of 19,4%, the best result among all articles. It performed well because the value is evident right from the headline. The reader immediately understands that they will receive a specific answer to the question that arises with every trip.
