How BYMyCar used Contentsquare and Dexem to double its conversion rate
BYmyCAR is a French car dealership that distributes new and used vehicles across France, Switzerland, Spain and Italy.
Partner Stories
Meet our partners: Dexem
Dexem is the European leader in call analytics solutions for optimizing customer acquisition.
What does Dexem do?
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.
How Contentsquare and Dexem work together
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 phone 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 that have converted by calling you. Next, view the same segment in Contentsquare to perform a Customer Journey Analysis, see which page elements interest them, and discover what drives them to call.
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, so you can improve the underperforming ones or scale up the ones that deliver the best outcomes.
Use Cases
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.
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.
The team then conducted a deeper analysis, using the Contentsquare platform to understand where the journey occurred (mobile or desktop) and which products the visitors interacted with most (used, new, electric, or hybrid).
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 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 the Contentsquare Experience Partner Ecosystem. Partners are vital to our mission of helping brands use digital experience analytics to accelerate their digital goals.
And the value we place in partners is reflected in the commission we pay for referrals.
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 CX Solution
- Business partners, who act as trusted advisors and help to identify the best MarTech stack for the biggest brands
Frequently Asked Questions
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Dexem can dynamically generate unique phone numbers that appear on your website, ads, listings, and marketing materials. When a customer calls the number, their call is routed to your call center as usual, but Dexem recognizes the number they dialled and logs where the call came from. For example, if a user visits a specific landing page before calling, Dexem sees that they called a number that is only listed on that page.
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With Dexem, you can easily compare inbound phone calls based on acquisition channels like organic search, paid search, custom URL parameters, email marketing and social networks. Through multichannel attribution, you can also get a complete overview of the pages your leads have visited (landing, last, etc.) and identify their touchpoints.
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The integration allows you to import Dexem data into Contentsquare and create audience segments from it. You can then use Contentsquare to analyze, visualize and track these segments, so you can make data-driven decisions to optimize campaigns and marketing assets Let’s say you’re running two different marketing campaigns that use paid ads to drive visitors to your website. With Dexem and Contentsquare, you can create a segment of customers who called you and another segment of customers who didn’t call you, for each of the two campaigns. You can then use Contentsquare to analyze the data and see how the user behavior of each segment differs Are your non-converting segments exhibiting more signs of frustration? Do Zone-Based Heatmaps show that one campaign landing page is engaging visitors more than another? Are customers reading a specific piece of content before they call? Contentsquare lets you answer these questions and many more.
