Challenge

Robinsons Relocation, a leading specialist in relocation for the corporate and private sectors, required a method of measuring the exact number of callers to the business and from which channels the phone calls were originating inorder to tailor pay per click campaigns and SEO - and measure them accurately. Through this understanding, Robinson’s could then determine where to spend its marketing budget to best effect.

Solution

After identifying this need, Robinsons decided that AdInsight Clarity would allow it to better understand how visitors interact with the website, including accurately determining which of those online visitors subsequently call the company, how those visitors found it in the first place and via which keywords.

“Whilst we could already track how many visitors we have to our website, we were estimating how many of those would then call us up on the telephone – we just assumed a certain percentage – but now we know for sure,” explains Joanne Summerscales, group marketing manager, Robinsons Relocation.

Results

Having installed AdInsight Clarity, the results have exceeded expectations.

“The ‘wow factor’ for me is that not only are we tracking the online to offline conversion rates where previously we were unable, but the solution also allows us to monitor and record all our calls so that if there’s ever an issue, we can go back through our call log.

“By using AdInsight Clarity it’s easy for us to see how those customers that call have found us online in the first instance. That provides us with an invaluable tool when deciding where to spend marketing budgets in order to get the best return on investment.”
“The results have shocked us - we hadn’t appreciated how much business comes via the telephone and we were quite amazed. It’s a lot more than we had previously estimated which means we now have the data to monitor and measure what’s happening more accurately and forecast and plan for future marketing campaigns.”

About Robinsons Relocation

Robinsons Relocation is one of the top five UK based leading specialists in International, European and UK moving and relocation. Its high profile credentials are built on providing a professional, efficient, cost effective and reliable service tailored to meet the individual needs of clients in both the corporate and private sectors.