Walter was new to the team. The bosses had wanted someone like him for a long time. Everyone was super excited to have Walter on board at first, but then things started to go sour.
You see the thing about Walter was that while he looked good and put in the hours, it wasn’t at all clear what he was contributing to the company.
Soon the other sales people started to resent Walter. They were working really hard and bringing in lots of new leads, but where were Walter’s figures?
Poor old Walter. It wasn’t his fault. He was a lovely little website, but nobody knew if he was actually bringing in business or not.
The trouble with tracking
Nobody had ever thought about tracking how many calls, purchases, emails and enquiries were coming via Walter each day. Well, someone had once, but they didn’t know how to do it. It all seemed terribly complicated.
The trouble with conversion tracking is it’s only useful if it’s actually being done!
What happened next?
Someone called a savvy digital agency to sort Walter out once and for all. They cleverly set up lots of shiny new things nobody knew Walter was capable of:
- Set up thank you pages so they could track when people had successfully completed contact forms
- Installed ecommerce tracking so the company could see at-a-glance which products were selling and where their customers were coming from
- Worked with a 3rd party provider to track telephone calls that had come from people visiting the website
- Tracked emails that had come from the website to the different members of the sales team
Walter, you’ve changed!
Once the goals had been set up by the online marketing agency and they worked to increase traffic and enquiries to the website (over a 6 month period), people started to notice a change.
Everyone soon began to see just how good Walter really was at his job. Some bright spark then took things a bit further and worked out that 1 in every 5 website (or Walter) enquiries would turn into a new client with an average order value of £650.
The company Sales Manager then did a calculation:
Number of web enquiries for the past 6 months: 660
New clients via the website in the last 6 months: 132
Average revenue per client: £650
Sales generated by website: £85,800
Digital agency fees for 6 month period: £7,500 (based on an 18 month contract)
The big takeaway
Ever since the company made the effort to track Walter’s efforts, people have really warmed to him again. He’s an asset that will keep producing a good ROI for the business and he makes the job of the sales people much easier as they don’t have to go fishing for as many new leads.
Walter wins ‘employee of the month’ every month, but everyone’s so happy for him.
