The Mission
Renewal by Andersen LLC is the start-to-finish window replacement division of Andersen Corporation. Renewal by Andersen offers a replacement process that includes an in-home consultation, custom manufacturing, and installation through one of the largest nationwide networks of window replacement specialists. Renewal by Andersen is committed to providing the best customer experience possible, through the perfect combination of the best people in the industry, a superior process, and an exclusive product.
The Challenge
Buying new windows for a home is a long and complex purchase process, therefore many consumers like the reassurance of speaking to a live agent over the phone. Phone calls are often the most valuable conversions for Renewal by Andersen, and the corporate office uses a pay-per-call model to send phone leads to its 90 franchise affiliates across the nation.
However, before using Invoca, Renewal by Andersen didn’t have full attribution for the phone calls it sent its affiliates and was unable to accurately measure if each call was a qualified lead. This made it difficult for the team to optimise its marketing budget to get the highest possible return on investment. It also made it difficult for the team to execute nationwide campaigns and bill the correct pay-per-call fees to affiliates.
The Resolution
Optimising Media Spend to Boost ROAS
Renewal by Andersen’s corporate team runs paid search ads as well as other digital marketing campaigns to drive phone leads to its affiliates. However, prior to using Invoca, the company wasn’t able to track the full return on investment from its campaigns — it lacked granular attribution for phone call conversions.
With Invoca, Renewal by Andersen can get full attribution for every phone call its marketing efforts drive. Not only can Invoca track the quantity of phone calls, but it can also track how many of those calls were sales leads. Renewal by Andersen then integrates this data with Google Ads to optimise its bidding strategy and with Google Analytics to optimise its website. This has helped the company significantly improve its return on ad spend. It has also allowed the team to determine 2-4 weeks sooner if their test programs are working, helping them conserve budget and continually optimise campaigns.
Invoca is an invaluable tool for our business. It’s helped us spend smarter and save tens of thousands of marketing dollars on customer acquisition.
Alex Balasis, marketing analyst at Renewal by Andersen
Validating the Phone Leads Sent to Affiliates
Renewal by Andersen bills its affiliates for each phone lead its corporate marketing programs send to them. In the past, the corporate marketing team didn’t have full attribution for all of the phone leads it drove to affiliates. This created friction between the teams, and made it difficult to correctly bill the affiliates for lead generation services.
Invoca solves this problem by giving Renewal by Andersen complete transparency into the quality of each phone call. The team uses Invoca’s Signals to validate that each caller is a qualified homeowner and is in need of a replacement, not just a repair. The marketing team also has a signal in place to detect when its affiliates say they’ll call a quality lead back and hang up — in the past, this wouldn’t have been counted as a lead if it fell below the two-minute threshold. In addition, the team has a signal that automatically alerts them when a call is dropped so they can follow up with that caller.
Invoca is essential to our affiliate partnerships. Without Invoca, we wouldn't be able to bill a very large portion of our national programs or accurately report out to our affiliates — there would be chaos.
Alex Balasis, marketing analyst at Renewal by Andersen
The Results
- Decreased cost per acquisition
- Increased return on ad spend
- 2-4 weeks faster determination on test programs
I’m impressed with Invoca’s continued innovation — the team is always adding new technologies to the product suite. This creates lots of opportunities for us to learn and grow our business. And if we ever have any questions or concerns, the team is very receptive to our feedback.
Alex Balasis, marketing analyst at Renewal by Andersen
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