Case Study
Lead Assessment for Facile.it
Trustfull
June 21, 2023
About Facile.it
As the leading price comparison platform in Italy, Facile.it has a unique purpose: to make their clients’ lives easier. In our fast-paced world, people want simple, straightforward ways to make better-informed financial decisions. Not to mention the stress of scrutinizing dozens of different offers with vague fine print and terms. Facile.it offers the most competitive and pertinent deals in Italy, ensuring that clients save time and avoid the stress and inconvenience associated with extensive research. Whether a client is looking to buy a new home or invest in life insurance, Facile.it delivers the most affordable, comprehensive deals on the market.
The Challenge
Filtering high and low-quality leads.
Being the best at what they do, it comes as no surprise that Facile.it processes tens of thousands of requests every single day. Those thousands turn into millions of leads each month. While most come from genuinely interested people, some also turn out to be baseless. By the time the team at Facile.it can manually sift through them all, a portion of hot and strong leads coming from people who actually need their help could end up on the back burner, turn cold or rush to a competitor for a quicker response.
Before Trustfull, a regular workday at Facile.it looked like this:
- Several thousand mortgage requests were flowing in per day - and that's only one section of all the comparison services available on their site.
- All requests were processed by call center agents using a generic workflow, irrespective of the lead quality. Agents were pursuing these leads in the order in which they came in - not based on their likelihood to convert.
- The bottom line: too much time, effort, and other resources was wasted on pursuing low quality or unqualified leads which couldn't be identified before the call.
The Solution
A Lead Scoring model tailor-made for Facile.it.
The goal for Facile.it was to focus their energy on people who needed their help the most. To do that, they needed a seamless way to evaluate which requests to process first with high priority and which ones to discard. This would allow them to prioritize the most promising clients who were likely to convert and benefit from their expertise the most. Identifying low-quality and unqualified leads based on their digital footprints is one of Trustfull’s specialties. Trustfull was able to build a custom scoring model and assign scores to leads before they could get to an agent, leaving only verified, legitimate leads to reach the top of the pipeline.
The Results
As Trustfull relies on a whole host of digital signals, all it takes is a phone number or an email to differentiate between a likely to convert customer and a false lead, with a high degree of certainty.
People might try to use fake data, but their digital footprints don’t lie. Specifically, Trustfull discovered that these “positive” digital signals had the strongest correlation to higher lead conversion rates:
- An email associated to a company account
- An email address associated to a LinkedIn account
- An IP address in the Metropolitan area
- A premium mobile network operator
- Customer connecting from a commercial ISP
- A mobile phone number associated to WhatsApp
The implementation of Trustfull generated broad operational benefits for Facile.it.
Key quantitative results include:
More convertions:
Ever since Facile.it started using Trustfull’s lead scoring API and a custom-trained scoring model.
Conversion Time:
Genuine and valid customers get priority treatment thanks to Trust full and no longer wait for their requests to be processed.
