The Challenge
More and more marketing executives drive potential clients to their Web site. After all, most consumers choose to research their options and become familiar with a company’s brand before making decisions to purchase.
What happens when the prospect leaves your site and decides to call you? While click stream reports show the activities and events within your Web site, they do not track prospects who abandoned their research and decided to pick up the phone.
A nationally known company’s marketing leader wanted to understand the complete picture of the prospects’ engagement and activities. They assigned trackable, unique toll-free phone numbers to several pages within their Web site to better understand at what point their potential buyers decide to call for more information. This is vital information for the marketer to make adjustments to strategy and messaging to effectively build a prospect relationship to generate higher response rates.
How could the marketer quickly and accurately monitor the call activity generated by 60 different phone numbers on the site without exhausting their internal resources? How could this information be made “actionable”?
The MainTrax Solution
MainTrax developed a turnkey process of importing, compiling and converting its client’s phone response data into customized daily reports, formatting them based on the client’s marketing strategy for actionable information.
MainTrax created efficiencies for leaders to make decisions and take action (report shown):
- MainTrax combined the data of several Web pages that precisely aligned with the client's engagement strategy.
- MainTrax structured the data in specific client regions to allow marketing strategy to be compatible with sales strategy.
Results
Marketing leadership learned that nearly 13,000 calls were generated by Web site visitors in one month alone. This brought a new dimension to interpreting the effectiveness of Web site performance. While they thought they lost potential buying opportunities based on the Web site reports, the facts showed that indeed they were engaging prospects when they had all the information. Even if only 10% of those who called from the “Place Order” pages resulted in a sale, that would be the equivalent of almost $1 million over a two-year period (average monthly revenue per business client $150).
And what about the 12,394 calls that inquired during the month but weren't sold? MainTrax can provide each regional marketer with the phone numbers of all responders that were generated by callers from that region— whether they were sold or not. Each could be entered into the company's database and remarketed to at a later date.
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