Discovery Limited is a South African financial services organisation that operates in healthcare, life assurance, short-term insurance, savings and investment products and wellness markets. Founded in 1992, Discovery is guided by a clear core purpose – to make people healthier and to enhance and protect their lives.

For Discovery Limited, mobile represents an opportunity to reach people in key moments. In a bid to better convert on mobile, Discovery has been testing new solutions that sidestep the website. These focus on mobile-specific tactics like calls and text messages. Until recently, however, their ability to track these sources has been limited.

The team wanted to be able to measure lead volumes and cost per lead effectively, monitor and compare call conversion rates against other lead sources and refine their mobile strategy to grow lead volumes. In order to understand the performance and return on investment of their call-only campaigns and call extensions, Discovery implemented AdWords call reporting.

With call reporting, which runs on Google forwarding numbers, Discovery gained the ability to track details such as call duration, call start and end times, caller area code and whether the call was connected. They could also count phone calls of a specified duration as conversions and use automated bidding strategies to increase the likelihood of conversions.

The tool helped them to measure the impact of calls as a lead source, and provided the information needed to drive further new leads. For example, in a campaign promoting Discovery Insure, call reporting increased lead volumes attributed to search by 28%. Thanks to the inclusion of call data, the overall cost per lead fell by more than 5% and call conversion rates were 239% higher than the average search conversion rate. The mobile conversion rate for this campaign increased by 18% following the activation of call reporting.

The value from the tracking of search call leads has enabled us to better attribute the role search plays in inbound calls and to optimise on these leads accordingly.

Lida Sinclair, Head of Digital Marketing, Discovery Limited

Meanwhile, call tracking increased lead volumes attributed to search by 11% in a campaign for Discovery Health. The overall cost per lead fell by nearly 5% once call data was incorporated, and call conversion rates were 290% higher than the average search conversion rate. The mobile conversion rate increased by 14% thanks to the activation of call tracking.

“The value from the tracking of search call leads has enabled us to better attribute the role search plays in inbound calls and to optimise on these leads accordingly”, explains Lida Sinclair, Head of Digitial Marketing at Discovery. Going forward, the team plans to actively optimise for call leads wherever automated bidding is used.