Case Study June 20, 2014

Adelaide-based boutique agency, Digital Leaf has considerable experience with executing lead generating campaigns on behalf of their clients. Back In Motion Health Group is Australia’s largest and fastest growing physiotherapy franchise. Back In Motion has over 40 locations around Australia offering a holistic approach to health and wellness offering not only physiotherapy but other complementary

To accurately determine the cost-per-lead of an online lead generation campaign.

services including massage, clinical Pilates and personal training to achieve more sustainable outcomes for clients.

Without call tracking data,

Melbourne, the city in which the franchise was founded, has the

the measureable cost-per-

largest saturation of practices. Back In Motion National Support

lead was $44.50. However

Office engaged Digital Leaf to run an online lead generating

with the inclusion of call

campaign to evoke online and phone bookings for all Melbourne

tracking data, the

based franchises. Leads were encouraged to complete an online

measurable cost-per-lead

submission form that would be forwarded to the individual practise

was $17.80. This figure is

or make a call that would be directed to the Back In Motion call

below the $20 benchmark

centre.

set by the client.

As part of the campaign strategy development, a benchmark of $20 as the cost-per-lead was set. Online web form submissions offer a simple way to quantify online booking leads using Google Analytics. However, based on his experience with localised campaigns, Digital Leaf Director, Chris

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Case Study June 20, 2014

Schwarz estimated that in general, 60 per cent of leads generated through these types of campaigns would use the displayed telephone number to call and book an appointment rather than fill in a web form. Given that such a high volume of calls was predicted, Digital Leaf had no effective way to take into account the volume of leads who responded using the phone.

Chris Schwarz turned to Delacon to provide an advanced call tracking solution that would feed call tracking data into the mix so that Digital Leaf could present Back In Motion with a more accurate costper-lead that took into account all data rather than just online form submissions.

Back In Motion were thrilled with the volume of new leads generated over the course of the campaign. Without the inclusion of call tracking data, the measurable cost-per-lead would be calculated at $44.50 – well above the benchmark set in the initial stages of strategy development. However with the inclusion of call tracking data, the true cost-per-lead was $17.80 – a figure that could set a new benchmark for lead generation for the business. Based on the success of using call tracking data to accurately measure the success of the campaign, Back In Motion will now utilise Delacon’s advanced call tracking solution for their next planned campaign across their franchise network.

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Case Study June 20, 2014

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Delacon has extensive expertise in developing leading edge telecommunication technologies that help businesses stay ahead. Since the company’s beginning in 1996, Delacon has been committed to developing products that help businesses improve their day to day operations and marketing ROI. Over the past few years the company’s efforts have been focused on delivering a world class call tracking solution to support directory companies, digital media agencies, data driven marketing professionals, direct marketers, SME and enterprise businesses.

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