A Complex Consumer Journey Supported by Paid Media and Call Tracking

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Services Provided: Paid media, analytics

Home Improvement

Details

Challenge

Nina Hale partnered with a national digital agency to help a home improvement company with a website redesign. We were challenged to drive incremental qualified leads and revenue while preserving site traffic during migration, all while maintaining a best-in-class user experience. Because the client’s product was sold in many local dealerships across the U.S., we also needed to monitor customer behavior across all channels, including phone leads.

Solution

Nina Hale worked with our agency and client partners to define a paid media strategy that aligned to the customer journey and benefited dealers and customers alike. NH maintained traffic and qualified leads during the redesign with highly targeted PPC and display advertising campaigns. We also defined KPIs for the new website, completed advanced tagging in Google Analytics, and helped integrate localized call tracking.

Results

140% Increase in digital leads year over year after website redesign

When the website launched, traffic from PPC and display advertising helped maintain pre-redesign levels and led to a 140% overall increase in digital leads, year over year. Call tracking was implemented to nearly 100 different affiliate locations, which enhanced user experiences overall, gave visibility into specific traffic performance, and identified leads at multiple consumer touchpoints, including leads from paid and organic sources.

“Although we are only 90 days post launch, we are significantly exceeding expectations on all our key performance metrics. We look forward to a long and meaningful partnership with the Nina Hale team.”

  • — Client Partner
  • Director of Communications
  • Home Improvement Company
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