The client: telecommunications (new internet provider).Our TaskAfter the client replaced the service order form on their website, the discrepancy between the number of achieved goals in Google Analytics, and the number of actual leads in client’s CRM increased abruptly. We had to understand what caused this problem.The ResultThe cause of lead loss is identified and eliminated.The number of sales and satisfied customers increased by 20%.The ProblemInitially, the client’s website contained a multi-step order form. Because the number of incoming calls was significantly bigger than the number of filled applications on a website, we suspected that the users don’t have enough patience to fill in all the fields in this form.The SolutionFirst, we checked if the Google Analytics event and goal responsible for form submission were set up correctly. The goal worked correctly.Second, we decided to check the data sending process. We had to answer the following question: which applications don’t make it to the CRM?To do that, we created a separate spreadsheet that stored the applications sent by the same action that sent the data about action to Google Analytics and call center’s CRM.As a result, we received the following data sets:anonymized data in Google Analytics;the data in a temporary spreadsheet;the data in CRM.The ResultWe compared the data from different sources and saw that our ‘parallel' spreadsheet contains more data.After we compared the data from this spreadsheet with the CRM data, we received a list of contacts that weren’t added to CRM.We analyzed the contacts that weren’t sent and discovered that the data doesn’t make it to CRM in the following situations:if a user started entering their phone number from +380;if a user had specific codes of telecom operators: for instance, the numbers that started from 067;we also figured out that the primary data loss happens when people use devices with a screen resolution of less than 360x640 (nearly 45% of all users had such devices). It turned out that the notification informing that a field was filled in incorrectly displayed above the form after the users clicked on the ‘Confirm' button. The users with small screen resolution didn’t notice this notification.We decided to:finalize the validation of the number entry;move the incorrect entry notification to the corresponding field;make the ‘Confirm' button inactive until all the data is entered correctly.Such an update enabled us to prevent the loss of 20% of applications from users.
