Business laws are the same for the whole world, regardless of the country. Therefore, a company that launches ads and receives calls from customers needs call tracking. The case study of a Bulgarian car dealer proves that usage of call tracking and callback can increase the number of leads by 50%. And it is not even the limit.
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Client: Sofia France Auto
Partnership period: starting from November 2021 up to the current day
Sofia France Auto is the official importer of Peugeot, DS Automobiles, Opel, and CITROEN brands in Bulgaria. The dealer sells cars, spare parts and provides required services. Sofia France Auto is a leader in the automotive market with one of the most developed commercial and aftermarket networks. The company has 19 branches in different cities of Bulgaria.
In this case, we will talk about a site that is dedicated specifically to Peugeot. There you can buy spare parts and a car, get insurance, lease or rent a car. On the peugeot.bg site, you can find a local car dealer from a specific city or just nearby. And it is also possible to buy scooters and bicycles.
Car sales traditionally is a highly competitive field. The Internet is full of offers from various car dealers, so there is a real fight among them for the attention of buyers. Therefore, in order to compete successfully, a car dealer uses paid promotion channels:
- search paid ads;
- GDN ads;
- Facebook ads.
Despite the fact that you can sign up online for a test drive using the form on the site, half of all customers contact Sofia France Auto by phone. The reason for that is because it is much easier and more convenient to discuss the availability of a specific car model, services, and the purchase of spare parts. That is why the specialists of Netpeak digital agency advised the Sofia France Auto car dealer to install call tracking.
Although the company had never used call tracking before, the promotion specialists clearly understood that without this tool it would not be possible to effectively promote the company. After all, if at least 30% of customers request a company via phone, it is very important to clarify ads that drive customers and the ones that bring junk traffic. Moreover, in niches with a high check size, this percentage can be even less.
A car is an expensive purchase that you don’t do daily. At the same time, there are quite a lot of offers on the market. All this brings to the fact that the cost of a lead in the auto niche is usually high. Meanwhile, call tracking drives to optimization of the marketing budget. We understand that particular ads drive us more customers and thus we can invest more in them. And at the same time disable inefficient campaigns to save money.
By connecting Ringostat call tracking, we had several goals: increasing the number of leads from ads, boosting the quality of customer service, and increasing the conversion of the sales funnel.
The task of launching call tracking was non-standard and interesting. Sofia France Auto website is visited by people from different Bulgarian cities. Thus, each visitor has to see the number that leads exactly to the company’s branch in the same city as the user has.
For users from big cities like Sofia, Varna, Burgas, and Plovdiv, we installed the dynamic substitution of numbers. This means that different numbers are shown on the site to different visitors. Dynamic substitution is most often set up for online advertising. That’s because it collects the most detailed statistics about the source of advertising, up to the channel, campaign, and keyword. In Ringosta call tracking reports, it looks the following way:
For the remaining 15 cities, we configured static substitution. It allows saving money on the number of phone numbers for those regions where traffic is not as high as in megacities.
How does Ringostat understand the user’s location in order to show him the number of the corresponding representative office? Ringostat uses the IP database, which is constantly updated. Ringostat simply finds by IP address the user’s location and displays the desired number on the site. For dynamic call tracking, numbers are taken from a pool, in other words, a group of phone numbers for a particular city. Ringostat also knows how to direct the call to a specific branch of a company.
Ringostat constantly analyzes how many users visit the site from different cities. And based on this, it recommends numbers that should be in the pool so that the statistics are as accurate as possible. In the screenshot above, you can see this in the “Recommended numbers” column.
Immediately after connecting call tracking, Ringostat managers did professional support of the client. They also further customized the project depending on the customer’s wishes. It took about five hours per week. And as a result, Petko Petkov already perfectly understood how to work with call tracking data and use it to optimize ads.
The Callback is a special form on a website that a visitor can use to order a call. We have repeatedly said that only its installation can increase the number of calls from customers. Sometimes it can be a three-times boost. And the case of Peugeot proves it perfectly.
When a client connected for a free trial period, I was surprised that clients did not call the company at all. I analyzed the company’s website and found out the issue. The phone number was only placed in the “body” of the site. Moreover, it was placed only on several pages. And there were no CTA elements that would push the visitor to call the car dealer.
Based on my experience, I know that in this niche it is very difficult to change something on the website. That’s because it must strictly comply with certain parameters that the car brand sets. This also applies to the placement of phone numbers. But Sofia France Auto is certainly interested in receiving calls. Therefore, with the consent of the client, we placed the phone numbers on all pages, as well as in the header and footer of the website. Moreover, we did this without changing the company’s branded elements.
I also advised Sofia France Auto to connect the callback. And on the first day of usage, it brought 13 targeted calls. However, two weeks before that, there were no calls at all.
Over time, there became so many calls that the client decided to leave the callback form on a single page. This decision was necessary, so calls via callback are not mixing with new car buyers, as well as with other calls. For example, with orders for reverse spare parts or calls that do not lead to a purchase. Let’s say if the client called just to clarify something.
Personal approach to setting up callback
We made an individual solution, especially for the client. When ordering a call from a company, the user can immediately choose which one of the 19 offices of Sofia France Auto will call him back. This was a fundamental requirement to distribute leads fairly among branches. And we made it easy.
It is also possible to choose the time when a manager will call the client back. Which is especially convenient if the user visited the site during non-working hours.
Benefits of Ringostat callback
- Choose the color and position of the callback form on the website.
- Choosing a design and the ability to change the text that is displayed in the form.
- The ability to call the callback form when clicked to any button on the site, for example, a callback can be triggered after the user fills in and submits an online application.
- Setting up the callback logic: you can choose who to call first: a client or a sales rep.
- Enabling the sales rep’s voice notification when a call comes through the callback form
Car dealers often use their own niche CRM and Sofia France Auto is no exception. Thanks to the flexibility of Ringostat and the availability of instructions, our client almost independently set up integration with the CRM system. It works due to webhooks. A technology that, in simple terms, informs one system that some event has occurred in another.
We just opened Ringostat, set everything up, and then only tested the data transfer. We really liked this self-service, when you can do everything on your own, without involving technical support.— Petko Petkov
Digital Manager Sofia France Auto
Now let’s describe how calls are processed in Sofia France Auto.
- When a client dials a substitution number, his call is directed to the central office and from there it is automatically forwarded to the desired department or branch.
- Let’s say that a lot of buyers called at three branches from Sofia at the same time, and all sales reps are busy. Then the call queue is triggered which helps to evenly distribute the load between the operators. The car dealer chose one of the call queue scenarios, when sales reps are called randomly until one of them answers the client. And while a client is waiting, there is background music played.
After a conversation with a client, a call is recorded in CRM and there also driven the following entities:
- audio recording of a conversation with a client;
- ad source that brought a lead;
- client’s phone number.
After that, the operator enters additional information into the deal card.
Due to this, Sofia France Auto solves several problems at once. They save the client’s time, as calls are recorded automatically to CRM. The marketer understands advertising sources that are most likely to convert into leads and sales. And the head of the sales department can listen and discover how employees communicate with customers. He can also find out whether it’s their fault that at some stages of the funnel, leads are not turning into clients.
We like Ringostat as it is easy to use. The platform has built-in integration solutions and top-level technical support. And as a user, I also like the transparency of Ringostat work. If there are any temporary difficulties, they openly talk about them. We are very happy with the results of our cooperation, and I am sure that in the future we will receive even more high-quality leads. Therefore, we plan to connect Ringostat for other car brands that we have.— Petko Petkov, Digital Manager Sofia France Auto
- The company now has clear data on effective ads, so they can boost them.
- During the last month only, there has been a significant increase in the number of calls and an increase in the percentage of targeted calls. That’s despite the fact that Sofia France Auto has only recently started using the service. The target call is a call that has lasted long enough, so the customer was definitely interested in cars, services, or spare parts.
- On the one hand, this growth was influenced by the fact that marketers optimized ads based on the call database and thus attracted even more calls. On the other hand, it is the contribution of the callback feature that has increased the conversion of the site. Thus, the car importer received not only a useful tool but also more targeted calls.
- Sofia France Auto specialists regularly analyze data not only in Ringostat reports but also in Google Analytics and CRM, due to convenient integrations.
- Ringostat managers trained the company’s digital specialists to work with Ringostat. Now they can get the most out of our platform