Case study – digitalk

Traffic quality analysis before implementing BAZO.iO

Before BAZO.iO was included in the digitalk toolkit, traffic quality analysis was carried out using Google Analytics or on-page widgets. Up to that point, we collected data from several analytical tools and, by combining them, tried to draw conclusions. By working this way, we were probably losing some valuable information along the way. This also meant that we were unable to extract more than basic information about our users. We lacked a single tool that would clearly state if the traffic we were attracting was in line with what was initially assumed for the conversion.

Contact acquisition before implementing BAZO.iO

In a sales campaign, acquiring the right business contacts is the key to profitable sales or generating a well-converting group. Until now, we have been acquiring contacts from the website using a form. Still, when analyzing Google Analytics data, we saw that some potential customers leave the website without any interaction.

Effects of implementing BAZO.iO

After implementing BAZO.iO on our website, we noticed that the application’s information is beneficial in our sales activities. Thanks to the tool, we have gathered data on who, from which company and industry has visited our website. Verification of organic traffic and its detailed analysis allowed us to segment the website’s identified users, dividing them into groups visiting certain sub-pages, articles, and offers.

Another value coming from the tool is the verification of paid activities. BAZO.iO allowed us to analyze traffic from the level of a single solution effectively, and thanks to this, we now know if specific campaigns bring us the assumed traffic.

Now we can also analyze traffic on a dedicated landing page, webinar page, or other services. When conducting time-limited paid activities, we must emphasize active monitoring of these activities’ effectiveness to use the assumed budget optimally. This is particularly important when targeting on Facebook is limited or even impossible to determine.

Apart from the boost in efficiency in terms of traffic analysis, we have noticed a surge in the number of queries collected from digitalk.pl. We launched a simple pop-up that is activated when a user wants to leave the page. To make the automation even more user-friendly, we agreed to minimize it to the bottom left corner as a neat envelope icon – when the user decides to close it. For our activities, the “mailto” pop-up form proved to be the most optimal, allowing any user to switch to the default email client, create a message in Gmail or copy our mailbox address.

So far, we have acquired an average of 32 contacts per month through the form on the website. One month after the introduction of BAZO, we noticed that out of 6.193 new users this month, 3.339 users viewed a pop-up from BAZO, while 247 of these users filled displayed pop-ups. 

This is a whopping 671.8% more than when we didn’t have pop-ups.

Thanks to data from BAZO, we also found out how many of the visiting users were new businesses. In April 2020, there were 430 new organizations.