The challenge: Tracking the pre-sale customer journey to improve conversions
“We wanted to gain insights into the pages customers visit and the call-to-actions they use. This data is essential to us to improve our conversion rates. We needed a tool that tracks customers from their initial interaction and follows them throughout their pre-sale journey, that enables us to dig deeper into the intent of customers, identify the marketing sources they use to get to us, and track the keywords PPC leads come from.”
The solution: Dynamic visitor level call tracking
The priority for Real Business Rescue was to track the entry point for each converted lead, such as PPC activity or cornerstone content, and understand the customer journey from lead through to conversion.
“Mediahawk’s dynamic visitor level call tracking does exactly what we needed,” says Keith.
They’re able to use Mediahawk data to:
- Build detailed customer profiles by tracking pre-sale behaviour – such as which pages are visited, how often, at what times, and through which channels. This insight helps tailor campaigns and inspire new content ideas.
- Understand customer intent by identifying which pages trigger calls-to-action, revealing what information or services prospects are searching for.
- Identify top-performing pages that drive leads and use them strategically in advertising campaigns to boost both the quality and volume of inbound enquiries.
The results: Better understanding of customer behaviour
“Using Mediahawk to dig into user journeys and intent helps us understand customer behaviour better,” says Keith. “We know what drives customers to respond to our campaigns and how to take our marketing to the next level to improve the quality and quantity of conversions.”
To turn insight into action, Real Business Rescue uses Mediahawk across three key areas of their marketing strategy:
1. Uncover content opportunities through call recordings
By recording calls in Mediahawk, Real Business Rescue can analyse campaign effectiveness, attribute leads accurately, and trace the user journey leading up to a call. These recordings are shared with content creators to surface untapped keywords and identify content gaps that can shape future marketing campaigns.
2. Optimise PPC campaigns with keyword insights
Mediahawk tracks the exact PPC keywords that drive calls, providing valuable insight into customer intent. This data helps the team refine ad messaging, understand what resonates with their audience, and launch more targeted, effective PPC campaigns.
3. Create tailored reports on demand
The reporting dashboard in Mediahawk allows the team to generate tailored reports based on key metrics like acquisition source, location, time, and performance. With easy export options, this feature simplifies the process of analysing large data sets and enables seamless integration into broader marketing reports.