Running the enterprise search marketing program for Paychex has given me the opportunity to work with some really cool technology vendors. Two of which are Ion Interactive’s Liveball platform for our conversion optimization program and Mongoose Metrics for a phone tracking solution.

By themselves both companies are great tools but they really shine when integrated. Through the use of a post back URL Mongoose allows us to send phone call data to Liveball, where we can see the number of phone calls and form conversions that our landing page A/B tests produce.

Since a significant percentage of paid media leads are generated via phone, the integration of phone tracking with conversion rate optimization has been huge for Paychex. It allows us to make changes to pages and see the full scope of the impact on lead generation campaigns.

There’s a case study with the full details on the ION website with a couple quotes from yours truly. Check it out. And if you have a business that relies on phone calls in addition to form conversions you might want to check those vendors out for your conversion optimization program.

Tags: case study, conversion optimization, offline tracking