What evidence can you share that demonstrates the impact of the engagement?
Metric Theory made improvements right away. They found a lot of areas to optimize and they had a good plan for how we could expand accounting and make it international, which everybody on the team loved.
We're seeing an improved percentage of traffic coming from online advertising. The sourced pipeline is the one that everybody looks at. If the website is our number one source for the pipeline, other kinds are number two or three, which it's never been before. We have 15 different lead sources, and it used to hover around 8 or 9.
In June, they ran an analysis and told us that 6 out of 10 web conversions originated from search engines. Whether or not they directly registered with an advertisement, they came back and they registered on the website, so the website is seeing a lift as well. That's what we were hoping, but it's a leap of faith when you expand the keywords as much as we have this year.
In addition, we've seen increased leads and high-quality leads, or HQLs.
How did Metric Theory perform from a project management standpoint?
We have a weekly standing meeting with the team where we communicate what’s happening and what we are seeing in terms of conversions. We also look at Salesforce data and see how things trickle down into high-quality leads and opportunities. If something's broken or doesn't look right and they're seeing a drop or a spike, they let us know within the day, either by calling or e-mailing us. Instead of just cost-per-lead or cost-per-click, we're looking at cost per-high-quality lead or cost-per-opportunity.
What did you find most impressive about them?
Their focus on data. Some agencies share the number of conversions and cost-per-click on a weekly basis, but don't tell you how competitors are doing week by week.
Metric Theory digs into the data and comes up with great analyses. It feels like they're only focused on our accounting. They're constantly coming up with ideas for new keywords and new campaigns as if they were looking at our website every day and trying to figure out what we could be ranking for but aren't. I haven't seen this constant focus and analysis from other agencies.
Are there any areas they could improve?
We were happy we made the jump over to Metric Theory and don't have any plans to change. We're even talking about expanding into some of the paid social channels.