Clear Vision Optical's Strategic Marketing Initiatives Yield Astounding Results: 87% Decrease in Cost per Lead, 987% Increase in Conversion Rate, and 700% Surge in Lead Volume
Clear Vision Optical, an optometry practice in Dallas, Melbourne, sought to bolster its patient acquisition efforts amidst its ongoing growth. Facing the challenge of a competitive market and the seasonal nature of eye care services, Clear Vision Optical enlisted the expertise of Clickpilot to enhance its online visibility, attract more patients, and optimise its marketing expenditure.
We collaborated closely with Clear Vision Optical to devise tailored and scalable marketing campaigns, ensuring alignment with the distinct needs of each clinic location and the evolving demands of the industry.
By implementing a comprehensive strategy encompassing targeted paid media campaigns, refined keyword tactics, and optimised ad copy and landing pages, we aimed to significantly boost lead generation while driving down acquisition costs.
Industry
Healthcare (Optometry)
Services
Search Engine Optimisation (SEO) and Pay Per Click (PPC) Campaign Management.
Challenges
Existing marketing efforts lacked scalability and failed to capitalise on potential opportunities for lead generation.
The seasonal nature of eye care services necessitated regular adjustments to marketing strategies to capture demand effectively.
Faced competition from other optometry providers, coupled with a need to establish stronger brand recognition.
Goals
Scale marketing efforts to accommodate the expansion of the clinic’s footprint in the Northern Suburbs of Melbourne and attract new patients efficiently.
Enhance lead generation (website visitors looking for eye care services) through targeted paid media campaigns.
Rebuild and optimise paid search campaigns, with the long-term objective of leveraging PPC as a primary driver of patient acquisition.
Marketing Strategy
- We conducted a comprehensive audit of Clear Vision Optical’s existing campaigns, segmenting ad groups based on awareness levels and funnel stages.
- Ongoing communication with Clear Vision Optical enabled timely adjustments to campaigns, ensuring alignment with seasonal demand fluctuations and optimising budget allocation.
- A refined keyword strategy was developed, prioritising high-intent terms to maximise conversion opportunities.
- Emphasis was placed on targeting bottom-funnel, transactional keywords to capture users with immediate service needs effectively.
- Regular keyword revisions and the incorporation of negative keywords ensured campaign relevance and improved ad visibility.
- Ad copy was optimised to target specific suburbs, services, and treatments, enhancing relevance and driving higher-quality leads.
- Responsive search ads were deployed to dynamically optimise ad performance based on user engagement.
- Landing pages underwent rigorous quality assessments to improve conversion rates, with recommendations provided for enhanced user experience and patient capture.
Results
- Clear Vision Optical achieved a remarkable 87% decrease in cost per new patient lead and a 987% increase in conversion rate over the course of the campaign.
- The implementation of strategic bid optimisation and budget allocation led to a significant 63% decrease in the cost per new patient lead.
- Lead volume surged by 700%, with marketing expenditure reduced by 3.43%.
- The strategic approach to keyword targeting and bid optimisation enabled Clear Vision Optical to efficiently allocate resources to high-performing campaigns, maximising ROI and driving sustainable business growth.
By leveraging our expertise and implementing a direct & pin-point marketing strategy, Clear Vision Optical successfully expanded its patient base, enhanced brand visibility, and achieved significant improvements in marketing performance, positioning itself for continued success in the competitive optometry market in Melbourne’s north.
The strategic collaboration between Clear Vision optical and Clickpilot yielded remarkable results, demonstrating the effectiveness of our marketing approach in achieving business objectives. Clear Vision optical realised substantial improvements in key performance metrics, setting a solid foundation for sustained growth and market leadership.
