Case: MONLIS Studio
How We Increased the Number of Calls and Attracted More Clients
Together, we strive to ensure that every resident of Munich knows where to find the best beauty services in the city. In this case study, we will share how our efforts helped MONLIS more than triple the number of calls and attract new clients.
How Digital Solutions Helped MONLIS Increase Calls and Attract More Clients
MONLIS is not just a network of three nail and beauty studios in Munich; it is our long-time partner and friend. Since 2022, we have been working together on digital solutions, supporting omnichannel processes, and attracting clients from all possible platforms.
Digital Challenges of MONLIS
During the process of optimizing MONLIS's digital strategy, we encountered several challenges:
Lack of Accurate Analytics
Data about clients and their interactions with advertising were fragmented. We wanted to have a complete picture of the customer journey from the first click to the call or booking, to make well-informed marketing decisions.
Unoptimized Advertising Campaigns
The ads were running, but we could only track clicks on the phone number on the website. This didn’t always lead to a call, and matching the data was difficult and inaccurate. We understood that without precise information about the sources of calls, optimizing the advertising budget would be challenging.
Limited Communication with Clients
Calls were directed straight to the administrators' mobile phones. Although each studio had an administrator, this created a heavy workload and led to missed calls, especially during busy hours.
Our Digital Solution
We proposed a comprehensive digital strategy for MONLIS that included the following steps:
Implementation of IP Telephony through Ringostat
We retained the old numbers that clients were familiar with and set up call forwarding to new IP numbers, ensuring stable communication without the need to change familiar contacts.
Creating an Omnichannel Customer Experience:
Call Tracking: This tool allowed us to precisely identify which ad or channel led to a call, enabling us to optimize advertising expenses.
Callback Widget on the Website: Now clients can leave their phone number, and an administrator will call them back as soon as possible.
Optimization of Advertising Campaigns on Key Platforms
Google Ads: We optimized campaigns for call conversions, using data from actual calls to improve targeting.
Facebook Ads: We set up campaigns focused on call conversions, using custom conversions that consider calls as the main objective.
Bing and TikTok Ads: We launched campaigns on these new platforms to reach additional audiences and test their effectiveness in generating calls.
Results in Numbers
The number of calls increased from 25 to 80 per day, which was a direct result of optimizing the advertising campaigns.
The efficiency of advertising spending improved: accurate tracking allowed us to reallocate the budget to the most effective channels.
Lead quality improved: thanks to precise targeting, new calls more frequently resulted in actual bookings.
Effect on Business Customer satisfaction, expansion of the client base, and strengthened market position due to a comprehensive digital approach.
Analysis and Continuous Optimization
Using GA4 for in-depth analysis of user behavior on the website and their interaction with ads. Continuous A/B testing of advertisements and landing pages to improve conversion rates.
