Case Study: Aviva achieves 121% rise in calls and accurate online-to-phone attribution with ResponseTap

How We Helped Aviva Build an Accurate Picture of Its Customers’ Sales Journeys

Aviva, a major insurer selling complex products like annuities, faced a common problem: many customers researched products online but completed purchases by phone, and Aviva couldn’t link online keywords or campaigns to the inbound calls. That gap left its media agency ZenithOptimedia and Aviva unable to measure which digital activity was actually driving phone sales and therefore unable to optimize marketing spend.

Using ResponseTap’s Call Intelligence (implemented via ZenithOptimedia with DS3 integration to Google), Aviva tracked the complete journey from search keyword to call, built accurate customer sales journeys, and tailored call handling by source. The data drove campaign optimization—focusing paid search on everyday phrases—and produced clear gains: call volume rose 121%, average call duration increased 20%, and attribution of online marketing to phone sales became reliable.

Aviva