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Music store – Case Study
This case study is about a musical equipment and instruments store. Although saying that about their offer is like saying nothing at all. They offer a vast range of products for music fans and musicians, from equipment for the modern DJ, through wind and keyboard instruments, drums, every kind of guitar, to sound equipment or Celtic harps. A large assortment means diverse customers, that want to be served with due care. So how do you streamline your store so that every customer feels like a priority? Callback24 helps you with that. How? Let this case study be an example.
Callback24 – advanced simplicity
The brand discussed here has showrooms in several major cities in Poland. In addition, they also have an online store, which design was handled by the specialists from itDesk – just like the Callback24 tool. So what is Callback24?
In a nutshell it is a widget installed on your website, which is designed to facilitate contact between potential customers and your company. In a simpler way, it makes each of them feel as if they are “playing first fiddle” in the queue – this is important not only in the music industry.
Customers can choose whether they want to be called back as soon as possible (even within 15 seconds!) or at another convenient time. No customer decides to choose a competitor because you don’t have time for them – and time is money, in any business.
Queue vs Patience
Recall the situation when you are standing in a long queue at the store. Your patience is put to a severe test. Either you stick it out until the end or look for something from the competition. This occurs not only in ‘real-life’, but also on the Internet, when the customer has the competition “at hand” – do not let him escape.
Get his attention and trust when he has questions and wants to ask them over the phone. While you are serving one customer, another may call and not get through. What will he do? Will he give up, come back or go to a competitor? Why wonder when you can be sure he won’t run away from you. Quick callbacks and arranging a ‘later’ call are not the only benefits of using Callback24 on your site – but more about it in a moment.
How does Callback24 look like on the website?
It’s a widget and a pop-up – an interested customer clicks the widget on your page and then a pop-up window appears for him. Simple? Yes, for the customer… and that’s how it should be.
But this simple tool can be much more useful. Callback24 allows you to control the work of your consultants – take care of the quality of the calls (you can listen to the calls, check their number and connection time). And integration with Google Analytics allows you to send selected data to your Google account. You’ll also compare effectiveness of traffic sources and view call history (broken down by individual advertising channels).
We created two rows in Google Analytics. One included people who called or ordered a call. The second segment included people who made a purchase without Callback24. The result?
As you can see, the conversion rate ‘callback’ is much higher (8,99%) than ‘without callback’ (0,69%). The average order value is also higher. Besides, Callback24 gets new clients 24 hours a day, 7 days per week, and your mission will be to make profit from these people.
Sources of contacts
Callback24 also provides insight into call sources – you’ll know if the number was acquired from a widget or a pop-up on the website. Given that the brand discussed in this case study has several customer acquisition and monetisation locations, an important feature is also an option that allows the customer to choose when to make a call to them. This will also identify the best source of customers for your business.
Widgets and pop-ups can be easily personalised, allowing you to adjust your communication to your target audience. We also mentioned detailed data on individual calls. Their analysis can look like this:
Of course, we changed the phone number, name and web addresses here.
What have customers of this music store gained with Callback24?
- possibility of quick contact with a consultant,
- possibility of making a convenient appointment with a consultant,
- better quality of calls with consultants,
- saving time and patience,
- certainty, that they will be served without being left hanging on.
What has the music store gained?
- customer acquisition 24 hours a day, 7 days a week,
- confidence that every customer interested in the offer will be served,
- conversion rate increase,
- the number of phone calls to the store has been increased,
- revenue increase,
- great material for the analysis and employee motivation,
- a way to improve the quality of customer service,
- greater customer satisfaction.
The latter is something that gives profit to you as an entrepreneur as well as a customer. Of course, it takes effort because there is nothing for free. Well, maybe expect Callback24, which is completely free for the first 30 days. Since this has already worked well for many businesses, why don’t you try it too?
Content Marketing Specialist
