The Automated System that Streamlined Operations and Boosted Conversion Rates
#Automation #Management
Background:
As a digital marketing strategist at Ideandum, I recognized the need to optimize our lead conversion process. To address this challenge, I developed a free automated system that not only saved significant hours of labor but also boosted our lead conversion rate by 35%.
Ever since I optimized the process
+37%
Lead conversion rate
full offline trackability
of web-generated leads
Challeges
Manual transmission of data
The lack of automation resulted in manual efforts prone to errors.
Long waits for lead followups
The need for manually transmit leads was linked to active working hours in the office. This resulted in up to 24h delays between lead collection and lead follow up
No offline visibility
The system didn't allow to track offline actions, or re-contact lost leads.
Implementing effective solutions
1. Unify user experience
The first need was to ensure the same user experience, regardless of the platform. The automation system allowed to grant the same confirmation email and the same response time regardless of the platform where the lead was being generated.
2. Create user profile
The insertion of a free CRM usage allowed to automatically create user profiles, avoiding duplicates and reducing copy error
3. Shorten lead follow up
Thanks to the automation, receptionists could follow up on leads almost in real time.
4. Precise conversion rate trackability
The process, by its nature required 3 steps: online lead, set an appointment via phone, come to the appointment set. The CRM allowed for more precise trackability of each step and of the bounce rate at each step.
5. Saved up to 40h/year
Automating repetitive tasks, allowed the team to save up to 30h per client a year.
The project history
In Ideandum, a huge part of the work for the agency was to manage campaigns that would generate leads for dental offices.
The starting point:
- Depending on the platform where the ad was running, leads were collected through different processes
- A confirmation email could only be sent if the lead was collected through the website
- The digital marketing specialists would manually export leads from the platform and send them to the dental office once a day, during working days.
The lead follow up:
- The dental office receptionist should call each lead, and report in the file the result of the call, to monitor the lead quality
- No tracking was added to follow up after the call
- No system was set in place to follow up on people who didn’t call back.
The automation implemented
The solution to all of the above issues was to implement an all-encompassing automated system.
The automation:
- First of all, thanks to zapier all users would receive an immediate confirmation email after filling a form and leaving their contact info.
- The system would then automatically: create a prospect profile on the CRM, alert the dental officce and the campaign manager of the new lead
- The dental office could now register the result of the call on the CRM. In case of a missed call, an automated email would reach the lead to schedule a call.
- After the call, if the lead did not show to the first appointment, an automated email would investigate on the reasons of the no show
- If the prospect decided not to set a second appointment, a follow up email would reach out asking for a feedback on the dental office.
Proven Success: Metrics and Impact
Thanks to the automation
Remarkable Results:
- Saved Up to 40 hours of labor per client, resulting in cost savings for the agency.
- Increased lead conversion rate by 37%, leading to higher ROI for clients.
- Enhanced efficiency and scalability of the lead conversion process.
Total hours of agency labour saved a year on average
- 4,320 hours
Conversion Rate Increase
37% avg
Estimated ROI increase per client
€49,000+
Download the full project deck
Here you can download the project’s detailed description deck in Italian in PDF
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