Analytics // Strategy

Helping Hands

Lending a helping hand to attributing goals by value, not just volume

Key Results

We found some contact methods / goals to be much more valuable than others. Importantly, this fit with the pre-existing beliefs of Helping Hands but now their beliefs could be quantified.

Strategic decisions and an understanding of site performance can now be looked at through this lens.

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Quality vs quantity of leads

As a website designed to support and make contact with prospective customers, Helping Hands had more than 15 goals set up in GA to monitor site performance but were aware that many of these goals were not valuable.

Quality of lead is as important, if not more so, than the quantity of lead. Conversion rate optimisation can drive lead quantity, but sometimes at the cost of lead quality. To understand the true impact to any CRO program, it’s vital to have the metrics in place that allow you to interpret these KPIs.

For Helping Hands, even those contact methods that were valuable carried different weight and importance to the business but the way the goals automatically report in GA is driven purely by volume (i.e. the number of goals completed). They needed to prioritise these and associate a relative value (i.e. what is this worth to the business) to each goal.

So what did we do?

The goals generally translated to contact methods (e.g. direct call to HH, live chat, online forms, etc.). First, we spoke to the team to understand what contact methods are best for them. To establish some objective score around ‘best’ we wrote some commentary around three core attributes:

1. Volume – how many of each contact method is used
2. Anecdotal value – what is the value of the contact to the business, e.g. is the email address useful for remarketing
3. Conversion – what is the likelihood of the user converting from the contact method
4. Effort – what effort is required within each of the contact methods

Second, we compared that commentary by reviewing their CRM data to understand how many users progressed through the customer journey (e.g. to booking a meeting) and split this according to the different contact methods (or goals) they used from the web. 


In doing this, we were able to establish a relative score on the actual value of each contact method that could be applied to the volumes reported in GA.

User Conversion took a problem we had and delivered a solution head on. They were able to attribute the value of a lead for us and communicate that in a way that has helped transform the way we approach and prioritise our digital strategy

Paul Futers

Digital Marketing Manager

The important bit…
The results

We found some contact methods / goals to be much more valuable than others. Importantly, this fit with the pre-existing beliefs of Helping Hands but now their beliefs could be quantified.

We use these value multipliers to monitor performance in our Datastudio dashboard, as well as assessing test performance in this way.

Strategic decisions and an understanding of site performance can now be looked at through this lens.

Key Results

Quality of lead is as important, if not more so, than quantity

Value based metrics can and should be applied at any level when assessing change in site performance

These can drive strategic decisions and provide quantitative data to beliefs already intuitively held by businesses

David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager