About the Client

BBMC Mortgage went live first, with more to come. They are the residential mortgage division of Bridgeview Bank Group. While they have bank branches in and around Chicago, they have nearly 30 mortgage production offices across the United States. The focus of this project was making closing campaign tracking loops to strengthen reporting and source attribution.

Client

Leeda.io

Services

  • UX Design
  • Integrations
  • API Development
  • Angular JS

Sectors

  • Financial
  • Retail
  • Real Estate
  • B2B

The Need

While tracking and attributing leads to digital is easier than any other medium, there are traditionally some gaps. For example, when a prospect comes to the site through an online ad knowing what landing page they started on is the easy part. If they fill out the form, or complete the call to action there, great. BUT, what happens when they want to learn more, navigate around the site, and submit on a different page? This challenge is not unique to BBMC. Sometimes, companies opt to lock campaign pages down to prevent navigation. Others implement a streamlined secondary set of pages to navigate through. Most just accept that there are gaps and that happens. BBMC tasked us with closing that gap without implementing one of the less desirable alternatives mentioned above.

The Solution

We developed a persistent session tracking system inside their Umbraco CMS. This means that regardless of where the prospect ended up submitting the form it tracks back to the original campaign and page. For BBMC, this opens a lot of possibilities. They can encourage people to “learn more” by exploring the site, or to talk to a banker by going ahead and submitting. They know that additional time on site and page views before the form is filled out increases the likeliness for conversion from a prospect into a customer. Now, they have the ability to allow people to move around the site. When a form is submitted, they now know which campaign initially drove the lead AND which page the lead came in through. Closing this gap for them helps them make data-driven decisions on their marketing dollar investments.    

The Result

The intelligence gathered from this project will not only pay for the investment, but creates other opportunities for BBMC. It enables them to launch and test new styles of landing pages and different calls to action. It also allows them to streamline forms since more data is being passed with the individual lead, leaving them needing less individual tracking forms. Most importantly, their robust monthly reporting gets stronger. They track and trend data month-over-month and year-over-year. The data behind their web leads now becomes more meaningful than ever before.

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