Visitor analytics tracking increases conversions by 180%

Established in 2006, Signature has ten care homes which set the standard for senior living, offering exceptional levels of person-centred care combined with the highest possible quality of life.

Signature Care Homes website

Objectives:

Signature sought our expertise as Search specialists to achieve the following:

  • Conversions: Increase the number of enquiries generated through the website.
  • Brand Awareness: Raise Signature's profile amongst middle aged people looking for care homes for their mother/father.
  • Cost: Significantly reduce the cost per acquisition (CPA).

Strategy:

We began by looking at the impact PPC had on attracting new audiences to Signature's website and the number of conversions this generated. By measuring brochure requests and form submissions, we gained valuable insights into which PPC campaigns generated leads for each of the different care homes.

To further understand the impact PPC had on generating leads, we proposed that Signature install Response Tap, a comprehensive visitor level call tracking and web analytics insights tools.

Signature had previously used another phone tracking software, however it was keen to trial Response Tap due to the results it had achieved for a wide range of our clients.

Results:

With Response Tap installed, the results started rocketing in all the right directions. Within just five weeks:

  • Conversions increased by 180%
  • Brand Click through rate (CTR) increased by 4.84%
  • Cost Per Click (CPC) down by 2.16%
  • CPA reduced by 73%

Due to the level of detail provided by Response Tap into a typical customer's search journey, we have been able to analyse and optimise Signature's account at a keyword level, ensuring the best possible ROI for the client.

Quote from the client

"We had been recommended to Periscopix for our PPC campaigns. Scarlett has done a fantastic job providing us with great service, our results are improving month on month. Adding Response Tap has given me so much insight of a customer’s search journey, as a result we can see how our media planning will change this year."

Amanda Fisher, Marketing Manager of Signature Senior Lifestyle Ltd

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