Phase 1 – tagging, UX and A/B testing
Sculpt analysis had identified that the most pressing digital issue was the absence of accurate data on which to base further actions. As part of a prioritised approach Sculpt’s’ initial recommendation was to implement tagging systems in order to measure website and media performance.
This in turn revealed a number of UX issues with the website.
Sculpt subsequently devised an A/B homepage test with the variant significantly outperforming the original homepage.
Phase 2 – online booking
Insight had identified that the desired website action from a prospect enquiry perspective, was to get a quote and make a booking, as opposed to waiting for a call back.
As such, Sculpt designed and built an online booking system via the payment of a deposit and the generation of a unique reference number. This number could be followed up with auto generated emails.
This facility achieved three things;
– it provided the prospect with their desired outcome (unlike the previous system)
– it moved them further down the purchase process
– it removed any opportunity for “prospect leakage” between enquiry and follow up (unlike the previous manual system)
Phase 3 – new call tracking system
The third phase of the recommendation was the introduction of a call tracking system which could capture the web origin of a call be it organic , PPC and if so, which term. Again this system captured all enquiries and feed them into the email system, thus ensuring no leakage.