LHWH: Prove Campaign Value by Literally Showing Results
Lesnik, Himmelsbach Wilson Hearl Advertising and Public Relations (www.lhwh.com) offers their clients in the real estate, health care, travel and tourism industries large-agency experience, breadth of resources, and professionalism. They recently used ClickTracks to assist in the analysis of one of their real estate Client's web sites.
Before ClickTracks
LHWH's real estate client wanted to do a simple e-alert campaign to promote their new community. The cost to develop and build the e-alert was $2,000—not a fortune, but an expense that certainly needed to be justified. Joy Brazelle, LHWH's interactive manager, had a hunch about the kind of ROI the e-alert would garner, but needed to offer her clients hard proof about the results of their efforts. "We wanted to be able to prove how effective the e-alert was in a way that our clients would understand. Because of its highly visual interface and easy-to-understand reports, we chose ClickTracks."
After ClickTracks
Joy and her team crafted and distributed the client's e-alert. Then the ClickTracks tracking began. "Using the Site Overview report, we were able to show a dramatic spike in traffic the day the e-alert was sent. Taking the tracking one step further, we created a label for the unique e-alert URL, " said Joy. After labeling the unique URL, Joy was able to determine:
• 1330 unique visitors came to the site from the e-alert
• E-alert visitors spent an average of 159 seconds on the site
• 288 of the visitors returned more than once to the site.
"One of the stats that really impressed our client was the sheer number of people who clicked directly from the e-alert into one of the most important pages in the site—the villa floor plan page. Five hundred sixty-five people went from the e-alert straight through to that page. For the client, this was more than enough proof to justify the cost of the e-alert."
"We noticed, too, that while the e-alert was for one specific community, people visited and were interested in our client's other offerings, as well. More than 180 visitors clicked from the 'intended' community through to the Homes section. One hundred sixty-one visitors browsed other Villa communities after landing on the Villa floor plan page. Almost 150 e-alert visitors checked out spec homes currently available for sale."
All of this clicking garnered great results. "Our clients saw a surge in information requests and visitation program request forms. To say the least, they were very happy with our work and feel encouraged and comfortable with doing future campaigns. And if our clients are happy, we're happy. Thanks, ClickTracks!" concluded Joy.
