How Validus increased their inquiries and tracked those leads


of conversions


increase in inquiries




Validus is an online aggregator platform for SMEs to secure short term and medium-term financing. It offers access to financing from individual and institutional Lenders. We spoke to Digital Marketing Lead Roy about his experience with Novocall for over a year.


Finance, Services,


B2B, Finance

Company Size

Over 50 employees

Validus was looking for a way to increase their volume of inquiries but discovered a simple solution could solve their problems as well. In a year of using Novocall, they increased their inquiries by 36%, reduced their drop-off rate, and could track and analyze leads from Google ad campaigns all the way to conversion.

Challenges faced

As the digital marketing lead of Validus, Roy faced difficulties in increasing the volume of inquiries for his company.

They initially use web forms in order to capture leads on their website. The problem was that as much as 30% of would-be-interested visitors dropped off halfway through filling in their 2-page web form—a significant loss of prospects who left simply because the process was too tedious or time-consuming.

Another method Roy used was simply having a company hotline number on the website for visitors to call in. Unfortunately, this didn’t allow him to track where these leads were coming from, capture data to qualify these leads, nor know which Google campaigns were working well to bring in these leads.

Increased inbound calls

While looking for a call-back solution to overcome his challenges, he found out about Novocall and has since a simple installation process, has been using it for over a year.

In that year, the ease for prospects to connect to Validus increased their inbound call volume by 36% just by adding Novocall’s Click-to-Call widget on their website. Website visitors no longer need to fill in lengthy forms to get in touch with or qualified by Validus, greatly reducing their drop-off rates.

“No matter how good your website is… at the end of the day you are losing that lead if they don’t reach out to you.”

Optimized for mobile sales

More than 52% of people who browse the internet do it through mobile platforms. Roy understood that the behavior of mobile internet users wanted information or transactions that were immediate—such as booking tickets or making reservations at a restaurant. 

Having a click-to-call widget on mobile sites pander to that need for immediacy, and are thus able to capture the large proportion of mobile users and turn them into leads.

Novocall widget on Validus' website

Integrated to Google Analytics

Another change Roy experienced after using a digital call-back software was that—unlike with analog calls to a company hotline—he could now track leads all the way from a click on his Google ad campaigns, to conversions.

Additionally, because Novocall offers integration into Google Analytics, he can now not only see all his data in one place but also optimize his AdWord campaigns to lower his cost per conversion. With 20% of his AdWord leads converting through Novocall, he is both able to increase leads while saving money at the same time.


Wrapping up

Roy has been able to both reach his goal of increasing the volume of inquiries and tackle the problems he faced of lead drop-offs and the inability to track leads in the year he has been using Novocall with Validus.

See how Novocall can help your business today.

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