objective​
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Increase the volume and improve the conversion of online service bookings
case study:
understanding the bigger picture to improve sales
solution
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Added trackable numbers to the dealer locator area of the online service booking tool, to enable measurement of all responses (only 10% of visitors to the tool completed the form online – implying a greater number contacted via phone)
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Made trackable numbers dynamic, so that the marketing channel from which the enquiry was generated could also be identified
outcome​
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Tracked calls were recorded and through listening to a large sample of the call recordings, it was discovered that 63% of all calls from the dealer locator area were for service bookings
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This meant tracked enquiries from the service booking tool was increased by 56% (from digital only, to calls + digital)
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Identifying the lead traffic drivers meant marketing budget could be maximised
learnings​
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Even when the process seems to be predominantly digital, call tracking is still crucial to monitoring the effectiveness of digital tools and to improving the customer journey.