Tracking leads and conversions, after they leave your website
LJ Workwear produces branded workwear to a vast range of industries. They value the personal
touch and possess exceptional product knowledge, allowing them to provide the highest customer
service. To support their business approach, they don’t use their website to sell directly;
instead they use it to generate leads and enquiries, which are dealt with in person or over the
phone. It’s about providing quality service and products to meet the needs of the customer.
When we built their new website we set up fully tracked and measured Pay Per Click campaigns
across a selection of platforms to help drive traffic and increase sales leads. However, because
transactions do not complete on their website, it makes it harder to track where an enquiry came
from and so attribute conversions.
LJ Workwear were blown away by the increase in quality enquiries we've had since using Gumpo.
To track the customer journey once they had left the website, we introduced call-tracking which
accurately tracks phone-calls from a range of sources, including search engines and websites.
This means it is possible to attribute a telephone enquiry from a particular digital ad, or from
a certain page on the website.
This was in addition to more traditional call to action touchpoints on the website. We developed
a “quote basket” process to allow site visitors to add products to their basket, along with any
requests or questions, and submit it to the company for a price or follow-up. In addition, there
are classic enquiry forms on the website, allowing the opportunity for LJ Workwear to speak
directly to the enquiry.
Introducing the additional call-tracking enabled us and LJ Workwear to better determine the
acquisition of sales conversions and enquiries that didn’t come through website forms. This
also means we can assign click budget to better-performing keywords; those that generate
converting enquiries (not just the largest number of clicks), via both contact forms and
incoming phone calls. This also created a more cost-effective PPC campaign, reducing costs
This approach had also created more accurate market intelligence and customer behaviour data
to inform other marketing activities, not limited to PPC or online, which enables their
website and business approach to be tweaked accordingly. This had resulted in an increase in overall PPC and website conversions.
"Not having an ecommerce website caused issues for us when we started to use Gumpo’s services.
They emphasised how essential it is to track the customer journey throughout a PPC campaign-
including what happens after they’ve been on our website.
Gumpo’s strategy demonstrates the
return on our digital marketing investment, while supporting our business strategy and customer
approach. We’ve seen a massive increase in quality leads through the website, which we are able
to attribute to Gumpo’s work."
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