How did Specsavers transform their marketing campaigns and drive down CPA by 32%?
They started to see things more clearly with the help of Infinity…
Every day, thousands of people pick up the phone to book an eye test with Specsavers.
While bookings are never a bad thing, each of these phone calls represented a blind spot for their marketing team. When a customer moved offline and reached for their phone, they had no visibility of which campaigns, channels or keywords were encouraging customers to take action. Or which calls were leading to appointment bookings.
Specsavers were also keen to understand what was happening during calls. They knew customers would be offering up valuable intelligence that could be used to evolve and improve messaging. But without an efficient way to monitor calls, they had no way of uncovering friction points that were getting in the way of conversions, or any insight into how their services were being perceived.
The marketing team at Specsavers were familiar with call tracking technology. By using it to connect customer journeys to calls, they knew they’d be able to see exactly which activities were leading to calls with desirable outcomes.
The team had used call tracking solutions in the past but found poor self-serve experiences prevented them from extracting the insights they needed.
Aware of the challenge, Specsavers’ agency partner, MG OMD, recommended Infinity.
As well as having exceptional customer support and consultancy teams who could ensure Specsavers were set up for success from the off, MG OMD knew that Infinity’s Conversation Analytics suite would provide invaluable insight into what was discussed on calls and how they ended. This depth of understanding would allow optimisation decisions to be based on outcomes not just call volumes, and help Specsavers maximise their advertising budget.
With the help of Infinity’s Insights & Intelligence team, Specsavers were able to setup Conversation Analytics in swift fashion. In just three weeks, it was possible to automatically identify when a booking goal had taken place on a call. Using one of Infinity’s 45 out-of-the-box integrations, the Specsavers team could push conversion data directly into Search Ads 360 and use it to create efficiencies and improvements across their paid media campaigns.
After configuring keyword groups to help identify call drivers and appointment bookings, Infinity’s Insights & Intelligence team worked with Specsavers to help evolve their understanding of what happens during phone calls.
Keyword spotting helped pinpoint common conversation topics, causes of friction and uncovered new opportunities. By analysing over 150,000 calls, we were able to bring to light a lack of awareness relating to Specsavers’ domiciliary services.
Historically, Specsavers had only promoted their domiciliary services to a limited demographic, but intel suggesting the services would be beneficial to a much broader audience who were prevented from visiting stores due to mental health conditions.
With this information, Specsavers have been able to refine messaging and improve their targeting to raise awareness of their home visit services. Not only has this helped to better support customers, but the move has also resulted in an uplift in sales opportunities. Since refining their collateral and campaign plan, Specsavers has seen a 20.5% increase in rate of calls regarding domiciliary bookings.
By adding Conversation Analytics to their tech stack, Specsavers have been able to gain full visibility into campaign performance and, by focussing on driving desirable outcomes, optimise paid media activity.
In the first three months of 2022, Specsavers have been able to achieve some significant improvements, such as:
- 32% reduction in CPA
- 59% boost in rate of PPC visits that led to calls
- 25% increase in home visit booking calls from PPC
- Pinpointing exact business hour when calls were being missed
Infinity’s Insights & Intelligence team continues to meet with Specsavers every month to share new findings and opportunities.
As well as continuing to identify call drivers to enhance customer understanding, the team will be assisting with the rollout of Conversation Analytics to more stores, and analysing missed call reports to help optimise in-store operations through call deflection and other process improvements.
What the client says
“It’s been incredible to see the amount of data and insight we’ve been missing – the project has been hugely eye opening. By highlighting key areas of improvement, we’ve been able to adapt our paid media strategy to save money and drive up conversions.”
“The support we’ve received from the Insights & Intelligence team has been invaluable. We couldn’t have run the project without them. They’re extremely knowledgeable, easy to work with, and always there to offer guidance and answer questions. They really helped us get the most out of the platform.”