The Mission
Carpet Guys’ mission is to be a relevant flooring retailer in every market it operates in, building on the tradition of serving its associates, customers, and community. The company is committed to simplifying the shopping experience and adding value at every step of the process.
The Challenge
Carpet Guys uses many different marketing channels and campaigns to drive leads to its sales team. While the marketing team had complete tracking for the online form fills its campaigns drove, it did not have proper attribution for phone calls. This created a significant blind spot, as calls make up about half of their leads. Without call attribution, Carpet Guys was unable to track its full ROI and allocate its budget efficiently to drive more high-quality phone leads.
The lack of call attribution also made it difficult for them to collaborate effectively with the contact centre team — they didn’t have a connected view of the buyer journey, and couldn’t see how the leads they drove were being handled in the contact centre.
The Resolution
Capturing Session-Level Call Attribution Data
Carpet Guys recognised the need for a call tracking solution that could give them attribution for the phone leads their campaigns drove. When researching their options, Invoca stood out for its ability to capture granular, session-level call attribution data. This allows the Carpet Guys team to understand the lead’s full digital journey on their website before they call. With Invoca’s session-level attribution, the team attributed 45% more phone calls to their paid search efforts.
“Invoca immediately stood out to us for its session-level call tracking data. Its dynamic number insertion allows us to see which keyword the lead searched, which Google Ad variation they clicked, and which website call button they used,” said Andrew Pokoj, Director of Internet Marketing at Carpet Guys. “The data doesn’t stop there — Invoca’s AI gives us insights into each conversation, such as if the caller became a lead or customer.”
With Invoca’s data, the Carpet Guys marketing team can understand which campaigns and ads drive the highest quality phone leads and conversions. This helps them prove the value of their efforts to key stakeholders across the company.
In the past, we could only guess where our phone leads were coming from. Now, with Invoca, we can pinpoint exactly which marketing efforts are leading to phone leads and sales. It’s given us more confidence in our campaigns. We can now make quicker decisions and prove the full impact of everything we do.
Tommy Kash, Marketing Director at Carpet Guys
Invoca also allows Carpet Guys to allocate its ad dollars more efficiently — it can increase spend on campaigns driving a high volume of phone leads and cut spend on underperformers.
“Invoca shows us which marketing campaigns drive the highest — and lowest — quality phone leads. We can adjust accordingly to make sure our budget is having the biggest possible impact on customer acquisition. It has been absolutely instrumental for our team,” said Pokoj.
Collaborating More Effectively with the Contact Centre Team
In the past, the Carpet Guys marketing team was siloed from the contact centre team. The company lacked visibility into which marketing campaigns were driving phone leads and what happened to those leads after they were routed to the call centre. This made it difficult for the teams to collaborate effectively and align around the shared goal of driving revenue.
With Invoca, we can show the contact centre team how many phone leads our campaigns are driving. We also get a shared view of how they’re handling those leads, and how many turn into missed opportunities. This helps us identify any inefficiencies in the process, and it’s helped our contact centre team find new coaching opportunities.
Andrew Pokoj, Director of Internet Marketing at Carpet Guys
The contact centre team can easily access reports through the Invoca platform. This allows them to use the call recordings and transcripts as coaching tools for their agents. They also use AI insights from conversations to update scripts and fine-tune training.
“You don’t need to be a data expert to use Invoca. The AI makes it easy to access a large sample size of data and make fast decisions,” said Kash. “For example, our contact centre team uses Invoca’s AI to quickly pinpoint conversations where agents mentioned the benefits of our service. They can then drill down and see if the agents explained them correctly. If they didn’t hit the right talking points, managers can update their training to address any issues.”
The Results
- 45% increase in phone calls attributed to paid search
Invoca’s team genuinely cares about helping customers get the most out of the platform. Their approach was like a concierge — everything they did was tailored to our needs. We received so much hands-on attention, we felt like we were their only customer.
