- Industry: Health and Wellness
- Area of Expertise: Marketing
Background
Our client for this project was a Health and Wellness services company with several locations. Each of their locations had its own form on their website, enabling prospective clients to book a free consultation. In addition to this, our client had various ads, and wanted to be able to track where a prospect came from through the use of UTM parameters on submission of their web form. They came to us for assistance in enabling this process.
Solutions
WordPress
The client’s website was hosted through WordPress, using Gravity Forms for their submissions. We added a UTM tracker to this site, enabling UTM parameter tracking for each lead that filled out a consultation form. Parameters included UTM Source, UTM Campaign, and other traditional SEO tracking parameters.
This proved particularly meaningful when used in conjunction with the client’s Google Ads, enabling us to determine exactly which ads were driving traction. In addition, we were able to parse out the user’s landing page, and what part of the website they were on prior to form submission.
We also aided in their web setup, migrating their DNS hosting as needed and ensuring that their web structure was optimized.
CRM
The client’s Gravity Form plugin in WordPress had an integration with Zoho CRM, enabling them to create new leads per form submission. We enabled fields in these created leads to be filled out based on the UTM Parameters passed through.
Following this, a workflow sent the clinic owner an email notification regarding the lead, in addition to a welcome email sent to the lead themselves.
Outcomes
- Enabled targeted marketing efforts, fuelled by knowledge of which ads were driving incoming leads
- Improved tracking of various marketing parameters in CRM through automated field input
- Better website and form structure following cleanup
This client was one of our largest efforts in managing Google Ad campaigns and marketing initiatives. Through our UTM parameter tracking, we were able to help the client target their most efficient ads and spend accordingly on marketing campaigns.