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Eliminating the guesswork about the customer journey

The customer insights Invoca provides helps Clutter make better decisions on marketing optimization and planning.
Real-time
insights about inbound leads
Improved
ability to provide just-in-time promotions
Effective
data-driven A/B testing
Eliminating the guesswork about the customer journey
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With Invoca, we can act on almost any metric and almost any access, which is really powerful. We’re able to gain really deep, granular insights into our customers.
Liora Simozar
Senior Product Manager at Clutter

The Mission

Storage-on-demand service Clutter makes it easy for people to store their stuff by doing all the hard work for them. With a click of Clutter’s app, customers can arrange for the company’s movers to pick up their items, digitally catalog them, pack them up carefully, and then drive them to one of Clutter’s local storage facilities. Customers pay a monthly storage fee, and when they want their belongings back, even if it’s just one thing, they can arrange for Clutter’s movers to retrieve and deliver it. 

Clutter operates in eight major markets across the United States, including Chicago, Los Angeles, and New York City. But the Culver City, Calif.-based company has plans to expand its footprint to include 50 of the nation’s largest cities and international markets, too. Additionally, Clutter is investing in tools like AI-powered call tracking and analytics to better understand its customers, market to them more effectively, and drive growth. 

Understanding who are callers are, and where they are calling from is critical to our ability to progress our marketing efforts.
Liora Simozar, Senior Product Manager at Clutter

The Challenge

While Clutter’s service can be ordered online or through their app, a high percentage of Clutter’s inbound leads call the company directly. But Clutter’s marketing team had very little insight into the customer’s journey prior to them picking up the phone.

“We knew which phone number a customer used, but we couldn’t get much further than tying the phone number to a particular campaign,” Simozar said. “We didn’t have the level of granularity we needed to gain true insights about our customers.”

Clutter sought a call-tracking and analytics solution that would help the company understand, on a 1-to-1 basis, which marketing campaigns were drawing customers in, and what keywords they used for their internet search before contacting Clutter. “We implemented the Invoca platform because we wanted to get away from the guesswork,” Simozar said.

The Resolution

One of the first tasks for Simozar and her team was to integrate Invoca with Clutter’s ads on Google. “We wanted the customers who were calling us directly from an ad to be routed to our call center through an Invoca phone number,” she said. 

Next, they placed an Invoca number across all the landing pages on Clutter’s website. Simozar said, “Now when someone calls in, we can see exactly which landing page they came through and which campaign put them on that landing page.” She said they can also now track Clutter’s business development promotions where they don’t have the luxury of query parameters. 

The ability to provide relevant, just-in-time promotions
The webhook transfer process, or web callback, through Invoca provides Clutter with valuable insights about customers in real time, according to Simozar. “As a customer is calling us, we’re learning all the information Invoca’s been provided about that person,” said Simozar. “And every hour, we ingest the transactions API so that we can get the full picture of the customer’s background based on Invoca’s reporting.” 

She continued, “With Invoca, we can act on almost any metric and almost any access, which is really powerful. We’re able to gain really deep, granular insights into our customers.” 

The webhook transfer process with Invoca also helps Clutter provide customers with relevant, just-in-time promotions. “Invoca lets us see not only which campaign is bringing in a customer, but also, who that person is on our website,” said Simozar. “We know exactly which buttons they clicked, which pages they visited, and which promotions they saw. So, by the time they get to our call center, we have the information we need to communicate the right messaging to them.” 

More meaningful A/B testing and variant performance
Clutter’s decision to implement Invoca has also opened the door to a whole new level of A/B testing of its marketing campaigns. Simozar explained, “Before we built our A/B testing platform in-house, we were relying on our landing page provider to run that testing for us. But they didn’t have the call-level data that we had. So, our platform was in one place, and our call center was in another. Invoca allows us to bridge the two, taking the variant data from our landing page provider and passing it on to our call center.” 

Through Invoca, Clutter’s marketing team can see exactly which variant brought in a customer. They can also look at repeat visitors over time to understand the performance of different variants. “We even did an extreme take where we got rid of our lead conversion form and tried a variant with just phone calls,” said Simozar. “If it wasn’t for Invoca, we would never have known if a caller was coming from the variant with or without the lead form. We would have been unable to evaluate which variant was most successful.”

Simozar said Invoca allows the marketing team to drill down on per-user insights and answer questions such as: Which variant was a user in? How many tests were they in? What different behaviors did they engage in while they were in the test?

“Invoca helps us to really understand what’s going on with our A/B testing, beyond a top-level conversion metric,” she said. “We can look at other things that might be happening with our reporting metrics that our traditional metrics might obfuscate.”

With Invoca, we can act on almost any metric and almost any access, which is really powerful. We’re able to gain really deep, granular insights into our customers.
Liora Simozar, Senior Product Manager at Clutter

The Results

  • Real-time insights about inbound leads
  • Improved ability to provide just-in-time promotions
  • Effective data-driven A/B testing
The bottom line is that it would be impossible for us to make informed marketing decisions if it wasn’t for Invoca.
Liora Simozar, Senior Product Manager at Clutter

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