How Stannah Drove 28% More PPC Conversions with Call Tracking

Lifting the lid on how to deliver more campaign efficiency all while improving call handling.

Approximately 85% of Stannah’s digital leads were coming in from phone calls, but with no clear understanding of the digital journey that was making their phone ring they couldn’t gain clarity on what was truly driving initial contact. They were optimising based on incomplete data, and any mistakes put substantial advertising spend at risk across multiple markets.

Stannah explored 6 different options for a call intelligence solution, but Infinity’s ability to reliably deliver insights at a keyword level made them stand out. Infinity also offers call intelligence in over 75 different countries, meaning they could match Stannah’s global requirements.

The outcome

The increase in PPC efficiency from using Infinity has since led to Stannah growing their internal PPC team. A great burden was also lifted from the sales staff in their contact centres by routing thousands of service calls to more relevant service teams.

So far, Stannah have achieved the following year-on-year results with Infinity:

• 28% increase in the conversion rate of visits to calls from PPC campaigns.
• Call quality monitoring has identified tens of thousands of opportunities for outbound calling to warm leads.
• Number of calls from PPC to the US sales team boosted by 35%.
• Reduced low value calls from PPC by over 20%.
• 2% overall increase in ratio of qualified calls to total calls.
• Tens of thousands of calls are now attributed to specific offline sources, before Infinity there was zero attribution.

Stannah have now rolled Infinity out to 11 markets across the globe, with multiple additional international markets in the pipeline. They are also integrating Infinity with other platforms across their technology stack and CRM systems to improve the quality of service they are able to deliver over the phone.

What the client says

Companies need to understand why the phone is ringing, and Infinity gives us that answer. We quickly rolled Infinity out across some of our biggest territories once it became clear the solution we needed would scale. Onboarding was straightforward, and our customer success manager has been crucial in keeping us at the cutting edge of their technology. Infinity has been a great asset in terms of solving our initial PPC issues, and the secondary solutions for optimising our contact centres have been a huge bonus.Austen Ahern | Director Of Digital Services, Stannah International