How does a home improvement brand in Eastlake, Ohio go from virtually zero leads to over 135 monthly leads, in just a matter of months? For Firenza Stone, it was simple. Milia Marketing is a Cleveland-based digital marketing agency known for boosting revenue for small and large businesses, and they did just that for Firenza Stone. Continue reading to find out how.
Through partnership with CallRail, Milia Marketing was able to set up monitoring and tracking of inbound leads and calls for Firenza Stone, ultimately helping the business by implementing and managing its marketing operations.
Diagnosing the problem
Aside from the inability to track the quality of inbound leads and incoming calls, Firenza Stone had a legacy website that hindered online sales and conversion rates. Firenza Stone’s weak digital capabilities were no-doubt hindering the consumer brand, which depends on revenue from luxury granite supply and home renovation services.
Prior to working with Milia Marketing, Firenza Stone was using rudimentary tracking tactics through Google analytics — but without established goals and a sophisticated tracking process — their efforts were largely ineffective and yielded limited insights into how to improve marketing ROI.
Similarly, the website design and content did little to engage the brand’s audience. The site needed an overhaul and Milia Marketing was the agency for the job.
The solution and result
Within a few months, Milia Marketing guided Firenza Stone to a 651% increase in conversion rate. Additionally, Milia helped Firenza reduce cost-per-click spend by 14.4%, boost organic traffic over 105%, and increase cost-per-click to 135 leads, on average, per month.
Here’s how they did it. Milia Marketing redesigned Firenza Stone’s website and integrated call tracking with Google Ad campaigns using CallRail. The marketing agency set up custom phone numbers for ads, using call tracking mainly for monitoring conversations between customers and customer service personnel.
Since integrating CallRail into the marketing process, there has been an 18% increase in the number of incoming calls every year. In 2021 alone, the company averaged 122 new call leads per month. With CallRail, Milia Marketing was also able to track the percentage of missed calls per month, achieving a 24% decrease in average miss rate.
How do Milia Marketing and Firenza Stone feel about CallRail?
With call tracking, the agency and the client know which calls come from which campaigns and how the quality of calls can be improved from the customer service perspective.
"Not only did CallRail help with tracking and measuring incoming leads, but it drastically helped improve our customer service department and procedures. From how we answer the phones, transfer calls, follow-up with prospective customers, and build rapport with customers, we noticed a direct impact on the customer experience by using CallRail as a training tool on top of our primary focus of measuring the quantity and quality of our marketing leads." - Anthony F., Firenza Stone.
The team at Firenza Stone is thrilled with the improvements in leads and revenue since partnering with Milia Marketing to manage its marketing operations. Firenza Stone is looking forward to capitalizing on recent successes, such as its decreased number of missed calls, increased sales, and improved customer experience and employee training, thanks to CallRail’s call recordings and transcripts. Learn more about working with Milia Marketing.
