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There are plenty of businesses that offer digital services only. But many companies work on products customers prefer to see, touch, or even smell before buying. However, they still need to promote websites, social media accounts, and other ways to present themselves online.
Today our specialists share tips and tricks on connecting these online and offline sides of a company, streamlining processes, and presenting “touchable” goods online.
Construction materials companies are probably the best instance of a business when customers prefer to check out the goods in real life before they buy. Some products are rarely purchased online, for example, paints-varnishes, furniture, window sills, countertops, sinks, and so on.
This nuance completely changes users’ conversion path. Usually, it looks like this — users visit the website, study the options available, and finish the conversion through the cart or by contacting the company’s managers. However, those who shop for construction materials visit the website to see the options but do not buy right away. They go to an actual shop to verify the products’ quality and whether or not their choice is up to par with their wishes. The conversion usually ends offline too.
So, here’s THE question: how does one assess the effectiveness of online advertisements placed through different channels if at least 60% of your orders happen in the store? Spoiler alert: you need to start call tracking right now.
Call tracking is a method for tracking offline conversions that enables the pay-per-call, pay-per-minute, and pay-per-lead business models, allowing the tracking of phone calls to be associated with performance-based advertising.
Online orders, 40%, can be tracked through Google Analytics. For that, we advise businesses to connect conversions and traffic from contextual advertising. Also, there is special software that helps to track calls.
To extract and gather data in a secure database from software that tracks all the different conversions, AINSYS offers to develop app connectors. You can request the development of any connectors  — our specialists will be happy to do just that within days. AINSYS provides a multifunctional tool for extracting data and loading it into a single Source of Truth, as well as a transformation one that would allow you to manipulate data as you please.
To add leads that have visited our construction materials website to the data warehouse, we connected call tracking software to every paid marketing channel. This includes users who either gave the company a call or left their numbers in a contact form. Their phone numbers are transferred to the company’s data warehouse through an AINSYS connector.
Later, people go to the actual shop, pick the right goods, and pay for them. The shopping assistant asks the customer for their number to add it to the loyalty program.
As a result, all data on their purchases is transferred to that same data warehouse that already has the information on what channels led the customer to the online and, later, offline stores. With this strategy, AINSYS specialists have increased the percentage of customers with all data available from 40% to 70%.
We still don’t have data on that 30% — we don’t know what advertisements attracted them to the website or what they bought in the store. That’s a very significant percentage. Without that data, we cannot effectively assess our marketing channels. Otherwise, no management strategy could be properly thought out.
Let’s divide these 30% into three categories:
Group 1 customers will be satisfied with a promo code in exchange for a phone number. That includes advertisements on other websites. That leaves us with another 20%.
At this point, AINSYS specialists decided to apply the predictive attribution model. It is used to assess the chances of a potential sale going through. Check out the data (what pages the customer has visited, how much time they spent viewing products, total visit time, promo codes used, and micro conversions) and use that model. You will be able to predict what the remaining 20% of customers plan to do.
Thanks to this plan, any company offering products that their clients prefer to see, touch, or even smell will be able to create a single database with all metrics needed for appropriate data analysis. This will allow your business to redistribute budgets according to customers’ wishes, increase the number of orders by at least 1.5 times, and cut costs.
AINSYS specialists provide the best software for extracting data from resources used for call tracking and studying customers’ actions. We can help you implement an infrastructure that would make watching your clients’ every move simple and cheap.
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