Headquartered in Woodstock, New Brunswick, Xplornet Communications Inc. is one of Canada’s leading broadband service providers. For more than a decade, Xplornet has been providing innovative broadband solutions to more than 300,000 customers at work, home, and play across Canada. Today, Xplornet offers voice and data communication services through its unique wireless and satellite network that connects Canadians to what matters.

Problem

Xplornet had been using call tracking for five years, but still didn’t have a comprehensive understanding of which marketing channels were driving prospects to their sales team and how those calls were converting. Richard Marginson, Manager, Communications and Digital at Xplornet felt like call tracking providers they tried didn’t have up to date solutions they required.

“They did not offer many of the advanced features we’ve come to rely on for our business. They were also not able to provision numbers for us as quickly as we would have liked,” said Marginson.

The Sales and Marketing team assumed that the heavy investment they were making in direct mail was driving prospects directly to the website, where they would eventually call after looking up more information about our company and our services. While Xplornet could share direct vs. organic traffic results with the sales team each month, they didn’t have a way of linking that traffic to call volume.

They needed more than just call attribution, but actionable data like keywords, visitor sources, and campaigns that were driving conversions. That’s why the decided to switch to CallRail.

Solution

When they first implemented CallRail, they focused on their website. They added dynamic number swapping script on the site and set-up separate numbers for different tracking sources – specifically Organic and Direct traffic.

Before that, their sales and marketing teams assumed the heavy investment they were making in direct mail campaigns was driving prospects directly to their website.

“Understanding where our call conversions are coming from, and what happens to them after they enter our call centre. This helps us properly plan and allocate resources to maximize our investments and drive higher conversion rates.”

Results

By implementing CallRail, Xplornet was able to see that organic search traffic was driving the most phone calls at three times the rate of direct trafficWhat they found was striking; for traffic tagged with either Direct or Organic sources, 75% of calls were coming from Organic traffic and only 25% from Direct.

“This difference between the propensity to call vs. traffic source was tested further, and after thorough analysis of our online and offline channels, we began shifting investment to the grow our SEO work and support call volume from that source. The business case was easy to make once the organization saw how organic traffic was contributing to our sales and marketing objectives,”

Now that Xplornet can focus on the marketing channels that are actually driving calls and reallocate their resources, they’ve experienced an 86% year over year increase in call volume driven from digital advertising. This increase in call volume from digital advertising represents an estimated $2.3 million revenue increase in lifetime value  (LTV) from incremental conversions.

“Without so much data coming into our organization thanks to CallRail, we’d be much less informed when faced with opportunities and challenges. Nobody wants to make decisions in the dark, and thankfully, we don’t have to!”

To learn CallRail can show you what marketing channels are actually driving conversions, sign up for a free CallRail demo.

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