When a business turns to a CRM integrator, the very first recommendation is often telephony and call tracking — tools that can be easily connected with the chosen system. This lets the company operate in a unified workspace and automates lead processing. The online store Izbushka followed the advice of the integrator neoProfit CRM agency and implemented Ringostat. Read on to find out how this accelerated order processing and made it easier to pinpoint their advertising sources.
About the Client and Reasons for Connecting Ringostat
Izbushka is a roofing and facade systems supplier based in Dnipro. Since 2006, the company has been offering both domestic and European products from manufacturers all over Ukraine. On the Izbushka website, customers can order:
- various types of tiles;
- waterproofing materials;
- accessories for wall, floor, and facade repairs;
- insulation, and more.
In April 2023, the company approached the neoProfit CRM agency to implement a CRM system. Izbushka set the integrator the following tasks:
- a comprehensive rollout of Pipedrive CRM for the sales team;
- developing a robust lead generation and service system;
- integrating websites and all other customer inquiry channels;
- setting up communication channels;
- and linking the CRM with a tool to track ad campaign effectiveness.
Let’s take a closer look at that last point. The market segment in which Izbushka operates is rapidly evolving, continuously introducing new products and construction approaches. However, competition is fierce — especially since 2022, when many businesses relocated to the Dnipro region where Izbushka is based.
To stay visible amid other market players, significant investment in advertising is required. For that investment to pay off, it’s crucial to understand which channels actually deliver customers. That’s why the seasoned team at neoProfit CRM Agency — well-versed in telephony and call analytics — recommended Ringostat to Izbushka.
Second, Ringostat is highly flexible when it comes to CRM integration. Not only can it transmit basic call data, but it also allows you to choose call handling workflows, pipelines, and specific status fields to be recorded in the CRM. There’s an option to forward UTM tags and the Google Analytics code (gclid). It’s also possible to transfer additional technical call data into the CRM — something other services typically don’t allow. All of this enables you to customize the integration to fit any client scenario while retaining more data for analysis—and, as we know, you can never have too much data.
Above all, we appreciate Ringostat for its ease of use, intuitive UX, automation capabilities, and robust analytics.”
How Call Analytics Is Configured for the Company
Potential customers can come not only from advertising and the Izbushka site, but also from other online platforms owned by the company — domains covering related topics like drainage systems, skylights, façade and interior materials, and so on. Izbushka needs to identify which site each caller is coming from. For this, the company uses static call tracking based on the following principles:
- Each site — including izbushka.dp.ua — displays a unique phone number.
- When a user clicks on an ad for any of the company’s sites, they land on the relevant site and see a special tracking number (rather than the company’s main number).
- When a buyer calls the tracking number, Ringostat uses that number to identify which platform brought in the customer.
- The information is logged in Ringostat reports.
- Call source data is also transmitted to the CRM.
How the Pipedrive Integration Works
- When an existing customer calls, Ringostat detects which sales rep is responsible for their deal in the CRM.
- The call is immediately forwarded to the specific team member’s smartphone.
- If that team member is unable to answer — or if a new customer is calling — the call is routed straight to the call center. Ringostat rings all available agents in turn, until someone picks up.
- If there’s still no answer in the call center, voicemail is activated, so the customer can leave an audio message.
- After the call, a new contact is automatically created in Pipedrive, complete with the client’s phone number and the source site that brought them in.
But that’s not all. As soon as a customer fills out a callback form, a lead is immediately created in Pipedrive with their name and phone number.
The above logic was implemented by neoProfit CRM agency using a special matrix in the Ringostat personal account. You simply select which actions should happen in the CRM after a call and tick the appropriate checkboxes — the changes take effect instantly after saving.
Once the client’s communication and support workflows are agreed upon, Ringostat makes it possible to set up virtually any scenario without further communication or requests. It’s this flexibility for configuring client projects that makes us value the partnership with Ringostat.”
What Call Tracking and Telephony Integration Delivers: The Client’s Feedback
Now, we allocate our advertising spend by analyzing inquiry volume, lead-to-customer conversion, and the revenue generated from each request. This means we can increase investment in specific campaigns, or cut spending if the trends suggest we should.
By integrating Ringostat and Pipedrive, we’ve seen our number of processed inquiries increase by about 25%, as well as improved quality control. This has naturally led to a 20% boost in conversions from website visits to sales.
Occasionally, there’s no call in the system, but the CRM shows a lead — because the integration records missed calls, too. By calling back, our sales rep often hears that the customer wasn’t able to get through before. With the information on the call source, we instantly know which site the caller is interested in. This way, our reps don’t lose clients or forget to follow up on missed calls. And, thanks to call recordings, we can easily sort out disputes, providing real evidence to resolve issues.”
