Conversion Tracking Strategy Leads To Higher Sales
Isaac Heating and Air ConditioningChallenge
Isaac Heating and Air, the leading HVAC provider in Western New York, recently launched a new website with many calls to action that needed tracking. Isaac was not tracking any lead conversions with their previous agency. Once they migrated the campaign’s over to Mason Digital, we immediately knew proper tracking would help to correctly attribute sales to campaign performance.
Solution
Mason Digital audited the new website to find every way a prospective customer could contact the Isaac sales team to set an appointment. After determining this, a conversion tracking strategy was implemented and deployed that included counting phone calls from the website, starting a chat in the chat window, using the book now feature, or filling out the contact us form. Once any of these conversions were completed, the lead was tagged in the Isaac system to correctly attribute sales numbers to the digital media campaign.
Results
With conversion tracking implemented correctly, Isaac found that 32% of their website leads came from the paid digital media campaign, which totaled in the thousands over a 6 months period. The majority of leads came through their chat solution which has helped Isaac to focus sales and customer service into this element of the website. Sales in this period were substantially higher than the previous year with more sales attributed to digital marketing than ever before.
