How did Southern sheeting use Infinity to collect and organise vital data to improve campaign performance?

Find out how


Increase in average order value on PPC calls


Rise in
sales calls


2 min read


Southern Sheeting has been a leading supplier of roofing and cladding products for over forty years. They are trusted by some of the UK’s biggest construction product manufacturers, selling to all industries for work on projects big and small.

Setting solid foundations for improved marketing campaigns and seamless attribution models

Infinity was crucial in collecting and organising vital data...

The challenge

Southern Sheeting were investing in PPC, publications, PR, and offline marketing, yet had minimal visibility on how those channels were performing. Not only could they not see how much revenue these channels were generating, they were unable to connect when online activity had led to any offline phone conversions.

As they grew, they could not risk making critical decisions without any data to support them. Digital transformation was needed to avoid losing market share to competitors.

Why Infinity?

As Southern Sheeting grew their marketing capabilities, their new team also recommended implementing Infinity to tackle this challenge based on previous experience. They had been impressed by the team, the solution, and the improvements that they saw were possible once they could connect offline revenue to their digital activity.

The solution

After setting up call tracking to link calls to the journeys and activities responsible, Southern Sheeting implemented Infinity’s Smart Match platform to connect sales revenue and outcomes to every phone call. This greatly reduced manual workload, and attributed real revenue to the marketing activities responsible. By knowing where sales were coming from, they could make more informed marketing choices that delivered greater commercial outcomes.

They also used Infinity’s Hub to see the journeys that frequently led to calls and optimized the pages that were frequently the last touchpoint before a call, helping to increase the likelihood of a visitor converting to a sales call.

The results

Using Smart Match, Southern Sheeting have connected transaction values to thousands of calls and the journey that led to them. This gave them a clear view on what activity is boosting revenue and gave them the tools to show a clear ROI of their website.

Working alongside Infinity, they have empowered outcomes and changes within the business, such as:

  • 26% increase in average order value on calls from PPC
  • Optimized pages frequently driving calls
  • 12% rise in sales calls
  • PPC visitors are more likely to make a sales call

The increase in AOV from PPC calls alone represents an ROI on Southern Sheeting’s annual Infinity costs in just over a month.

Southern Sheeting and their search agency will continue to use the insights from Smart Match to improve their attribution model.

What the client says

The business as a whole wanted to go through a digital transformation, and Infinity was crucial in collecting and organising vital data to empower that process. Using Smart Match, we’ve been able to show the value that our marketing work has been delivering in places where we couldn’t before, as well as seeing how we can get even better results in the future.Jo Morfield | Ecommerce Manager, Southern Sheeting

Ready to unlock real audience insight at scale?

Discover how our call intelligence will help you

Book a demo

Recent case studies

Case Study thumbnail: Motorpoint | US

Motorpoint | US

Learn how Motorpoint, the UK’s leading independent retailer of nearly new and used cars, is using call data to fuel their pipeline.

Read case study

Case Study thumbnail: Circle Health Group | US

Circle Health Group | US

Discover how a smart integration with an advanced tech stack led to an award-winning shift in marketing culture for this leading healthcare company.

Read case study

Case Study thumbnail: Stoneacre Motor Group UK

Stoneacre Motor Group UK

Find out how leading UK automotive dealership group, Stoneacre, used Infinity to fuel their sales engine by tripling PPC sales calls and boosting AOV by 21.1%.

Read case study

Case Study thumbnail: NFU Mutual

NFU Mutual

Find out how Infinity’s Smart Match solution helped leading specialist insurance company, NFU Mutual, optimise their marketing campaigns to improve call quality and grow revenue.

Read case study

Case Study thumbnail: Specsavers


Find out how Specsavers used the Infinity platform to gain a clear picture of the customer journey to open up new opportunities and transform their marketing campaigns.

Read case study

Case Study thumbnail: Pendragon


Find out how Pendragon leveraged their call data to drive better customer experiences while reducing their CPA by 63.8%.

Read case study

Case Study thumbnail: Access Self Storage

Access Self Storage

How did Infinity help Access Self Storage cut contact centre costs while dealing with a significant boost in phone traffic?

Read case study

Case Study thumbnail: Vodafone


Find out how Vodafone boosted conversion rates and gained clarity on which of their affiliate channels were driving their sales calls with Infinity.

Read case study