How a Telecom Provider Can Increase Lead Conversion by 49% in 2 Months

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Tamara Kuzkina, Director of the Analytical Department of Media Gate Advertising Agency

The client set us goals: to increase the total number of quality leads and reduce their cost.

We connected call tracking and widgets from CoMagic to the project, integrated with Google Analytics. This allowed us to take into account all types of visitor requests, including associated calls.

We started working with the client in September 2018. Based on the telegram codes list results of the first month, we were able to identify the most effective search phrases and conversion creatives (banners on programmatic purchases). The advertising budget was redistributed, and already in October we managed to fulfill the set tasks - increase CR by 49%, while getting almost twice as many leads, which were 35% cheaper.

Content
What tools were used:
Results for two months
What tools were used:

We connected call tracking. We found the most effective advertising channels
Using call tracking , we determined which advertising campaigns and creatives brought in the required number of calls in September, and which did not produce the expected result.

In October, advertising budgets were redistributed to search phrases and graphic creatives with better indicators. This allowed us to receive 54% more calls in October and increase conversion to calls by 61%.


Dynamics of incoming calls in October

Call analytics in September and October
3 months of work
Most of the customer's clients submit requests for connecting the company's services by phone, but some website visitors prefer to do this in writing. The customer's call center does not work around the clock, and outside of working hours, a written request is the only available way to get leads.

Applications in the form of special events were transferred to Google Analytics. Then, similar to calls, they were analyzed — the contribution of advertising campaigns to their attraction was taken into account. In October, when distributing the marketing budget, priority was given to advertising campaigns with the best conversion rates. This resulted in an increase in applications by 17%.


Chart of the number of applications in September and October

Application analytics in September and October
We integrated CoMagic with Google Analytics. We analyzed associated conversions.
We analyzed not only direct conversions (using the Last click attribution model), but also associated ones. This was necessary to avoid accidentally disabling campaigns, search phrases, or banners that have an additional impact on conversions.


Thanks to the integration with CoMagic, calls were transferred to Google Analytics as special events. This allowed calls to be analyzed as associated conversions in the form of goals.