How the Dexem-Contentsquare partnership gives businesses better insights into campaigns and customer journeys

What does Dexem do?

Dexem is the European leader in call analytics solutions for optimizing customer acquisition. Dexem lets you gather data on every incoming phone call you receive—just like you would with clicks or form fills on your website.

The solution allows you to generate unique phone numbers for different ads, traffic sources, keywords, and web pages. And by tracking which number your customers called, Dexem gives you a clear picture of where your calls are coming from.

What's more, Dexem's call tracking allows you to monitor phone call conversions from your marketing campaigns. With a complete view of what's driving calls, and what journeys users take before picking up for phone, you have all the insights you need to optimize your campaigns.

Key benefits of the Contentsquare-Dexem partnership

Let's imagine you're running marketing campaigns where the end goal is to get potential customers to call you. To optimize these campaigns for maximum return on investment (ROI), you need to answer questions like

• Which of my ad campaigns are driving the most calls?

• Which customer journeys are generating the least calls?

• Which website pages do visitors most often view before calling us?

Without a call-tracking solution, answering these questions would be nearly impossible, because calls happen outside of your website or app. But with Dexem, you can attribute calls to specific campaigns, web pages, or visitors—and analyze them just like you would your digital channels.

Dexem also integrates with Contentsquare to give you deeper insights into your campaigns. Start by using Dexem to identify segments of users who've converted by calling you. Next, view the same segment in Contentsquare and use Journey Analysis to see which page elements interested them and what drove them to call.

Contentsquare's Journey Analysis capability shows how users move through your site, from start to finish

The beauty of this integration is that you know exactly which campaign, ad, or SEO keyword generated each incoming call. This allows you to see the results you're getting from each campaign to then improve the underperforming ones or scale up the ones that deliver the best outcomes.

Use Cases

1. Identify campaigns that drive phone calls

Use Contentsquare's integration with Dexem to highlight ads, traffic sources, keywords, and visitor journeys that drive people to pick up the phone.

2. Understand journeys leading up to phone calls

Create a segment of people who called you based on Dexem data in Contentsquare's all-in-one Experience Intelligence platform. See what they did before calling and get helpful analyses of all journeys from that segment.

3 Take a closer look at drop-offs

Are visitors really leaving your website, or are they calling you instead? Link website journeys to phone calls to get the full picture.

Success story: how BYMyCar used the Contentsquare Dexem partnership to double its conversion rate

BYmyCAR is a French car dealership that distributes new and used vehicles across France, Switzerland, Spain, and Italy.

The challenge

BYmyCAR relies on its website to generate thousands of leads each month, and its team prioritizes nurturing them to conversion. A conversion occurs when a lead requests more information, as these customers are much more likely to initiate and complete the purchasing process.

The company was looking for a way to increase the number of leads converting on its website, with the end goal of doubling its leads. To do this, BYmyCAR needed to analyze visitor behavior on its site. If the company could understand the digital journeys that led qualified leads to call, it could drive more users to take the same journey.

The solution

BYmyCAR used Dexem's call-tracking technology to collect data on these calls and analyzed the insights directly in Contentsquare. By creating specific user segments with Contentsquare, BYmyCAR could compare the behavior of visitors who had called and visitors who hadn't yet called.

User segmentation helps you target specific groups to see how these groups behave, helping to refine your conversion strategy

The team then conducted a deeper analysis, using Contentsquare's Journey Analysis to understand where the journey occurred (mobile or desktop) and Heatmaps to discover which products the visitors interacted with most (used, new, electric, or hybrid).

Contentsquare's Heatmaps shows you where users click, hover, and scroll on your site.

The impact

After gaining a 360° view of the customer journey, BYmyCAR took action to reduce page bounce rates, improve content placement, and make call-to-action (CTA) buttons easier to access. The BYmyCAR team then set up A/B tests to validate their hypothesis.

Through this analysis, BYmyCAR made informed recommendations to optimize the customer journey, increase inbound leads and exceed the goal of doubling its conversion rate. From Q4 2022 to Q1 2023, calls increased by +70%, and +105% year-over-year.

How to become a Contentsquare partner

Dexem is just one of over 100 trusted technology and service providers who make up our partner ecosystem.

We work closely with:

• Solutions partners,  who deliver strategy, design, implementation, consulting, and integration services leveraging Contentsquare

• Technology partners, who provide technology and products that integrate with Contentsquare to deliver an end-to-end customer experience (CX) solution

• Business partners , who act as trusted advisors and help to identify the best martech stack for the biggest brands

Partners are vital to our mission of bringing digital experience analytics to brands that will help them accelerate their digital goals. Think we could work together? You might be onto something.

This could be the start of a beautiful partnership. So get in touch.

FAQs about the Contentsquare-Dexem partnership