How Angstrem Learned to Calculate “Net” Conversion and Return on Offline Advertising

[ashammi228]

Dmitry Verveiko, manager of the online store "Furniture holding "Angstrem""

To attract customers, we use online and offline advertising, and develop an online store. But, as a rule, people perceive a website as a showcase, and they come to the nearest sales area to make a purchase. With the help of CoMagic's end-to-end analytics , we learned to determine the return on advertising in the absence of a "digital footprint" for customers, and we also found a lot of insights and increased sales.

Content
We calculated the “net” conversion and revised the telegram brazil amateur assessment of advertising campaigns
We found growth points for individual services
Changed the structure of the call center
To sum it up
" Angstrom " is a large retail chain and online store. We use digital advertising, develop the site, track transitions. But let's be honest: few people buy furniture online. As a rule, in an online store, people compare options, study the range, clarify the terms of the promotion, delivery. On average, the buyer's path is as follows:

A new promotion attracts the attention of a potential client:
an ad on a billboard, online, on the radio, or in a store they stop by on their way.
↧
The potential client is interested in the terms.
They click on the online ad and go to the website or find the online store in a search. They make a choice.
↧
They decide to buy or want to clarify the details.
They call the call center or go to the nearest store.
↧
They place an order — they make a purchase.
They check the order status, delivery terms, and details with the call center.
↧
The client receives the furniture.
They call about assembly, components, operation, and related products.

It turns out that the peak of calls for a successful promotion inevitably leads to an increase in requests from those who have already placed an order and are waiting for delivery. And if a model with a non-standard design appears, add a flurry of questions about assembly. And vice versa: if the promotion attracted few customers, there will also be fewer questions about service and delivery, that is, fewer questions from existing customers will be superimposed on the initial requests. It reached the point of absurdity: the total number of calls could decrease by 20%, but sales grew, since a new successful promotion was launched.

While we were calculating conversion as the ratio of all these calls to sales, we could not understand which promotion worked better, which offers were worth repeating, and which ones to refuse. We decided to separate calls to the call center and requests in the online chat by type using tagging. That is, to mark all calls by category for subsequent analysis. We identified 10 types of requests, for example: "Complaint", "Question about the promotion", "Consultation about furniture", "After-sales service", "Questions about individual orders".

CoMagic was used to set up tagging. Two schemes were used: the operator could press one of 10 buttons on the phone during a conversation (each had a tag attached to it) or make a note in the CRM after the conversation.


Report on tagged calls. Screenshot from CoMagic personal account
Next, we singled out a separate category of calls with "commercial" tags - calls that are highly likely to end in a sale, such as questions about promotions, consultations on individual items. And it turned out that such calls account for only 25%!

We were able to calculate the "clean" conversion from "commercial" calls to orders. It naturally turned out to be much higher than the conversion calculated for all calls and chats, but now we saw the real picture, including a breakdown by type of request. And here comes the most interesting part.


Firstly, we were able to track how many calls each promotion brought. Secondly, we realized that service calls, the share of which reaches 75%, reach both operators and sales managers - and doesn't this bother the latter? After all, conversations about the size of the elevator and the complexity of assembly take time away from communicating with new clients. And finally, we were able to analyze calls by individual categories - what confuses, interests clients, how managers work, what prevents them from bringing the client to a deal. When we began to work on each of these areas, we improved service, marketing, and sales. But first things first.

Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

Get a consultation

We calculated the “net” conversion and revised the assessment of advertising campaigns
We use different types of promotions: discounts on certain furniture groups, discounts depending on the order amount/quantity of items in the receipt, cashback, a gift for a purchase. We advertise them both online and offline - on billboards, regional radio, in stores, through leaflets. And when we started tagging calls to the call center, we also put a tag with a request for a promotion for customers who came to the store. The employee in the hall simply entered the data into the CRM. We launch promotions sequentially, so the date of the request, plus or minus a few days, accurately describes the situation with calls and sales in each specific case.

Let's see how this happens using two campaigns as an example. The first one started on November 24, the second one on the 29th.