The beginnings
Like I said earlier in this post, Marilyne started to make a few appearances on TV to talk about Dermapure and educate consumers on aesthetic medicine.
She was smart enough to start investing in online advertising campaigns and us at the same time because she knew people would be searching for her business after seeing the show and naturally have a lot of questions.
Appearing on TV, investing in advertising campaigns, having live chat experts 24/7 on your website pretty much guarantees success…
…except when you generate too many conversations.
See, our primary thought process into getting the most people into the clinic was to send automated targeted messages to every visitors after 20 seconds to prompt them for a free consultation.
The good thing about this strategy is:
1. You engage with a lot of customers
2. You get a lot of leads
3. You get to know A LOT about your target market after reviewing conversations
The bad thing is… it’ll cost you a lot more.
Imagine this:
We, on average, generate 1 conversation for every 50 visitors (2%) by being low to moderately aggressive (sending targeted messages on specific pages only after 30-40s on page).
So by being ultra-aggressive (sending automated targeted messages on the home page and every other page after 15-20 seconds), we can expect to generate approximately 1 conversation for every 20 unique visitors (5%).
At the time, Dermapure got 20k visitors per month.
So with 5% engaged chat to visitor rate, it’d have given us 1,000 conversations for the whole month.
At a rate of $3 USD per chat, it’d have cost them $3,000 USD ($4,000 CAD)…
…just for testing us out the first month.
Pretty high eh?
But wait, let’s do the math here because this cost can easily be justified by the chat to lead conversion rate.
On average, for lead generation focused clients, we convert conversations into a lead at 37.5% by using a low to moderately aggressive targeted messages strategy.
But if you’re that aggressive, it’s safe to assume it’s going to reduce the conversion rate a lot.
Let’s go with a conservative 20%.
So with that conversion rate, we would’ve got Dermapure 200 leads out of 1000 conversations.
At Dermapure, the customer spends on average $750 on every visit.
So even if only 1 person out of 4 leads we sent actually show up at the clinic, they end up getting 50 clients at $750 for a total of $37,500…
So they get 12.5:1 ROI on their live chat investment.
Just Imagine if you take into account the lifetime customer value…
…insane, indeed.
So to get back on our horses, we instead adopted a more conservative strategy, in the beginning, to see what kind of results we could get before putting the pedal to the medal.
So we hid the live chat widget on the home page so we wouldn’t get questions that customers could end up answering themselves by reading just a little bit.
We positioned the widget on high-intent pages (such as the services pages) and opted for automated targeted message after 20 seconds.
Here’s what the message looks like:
What important to know, is that this automated message or “greeting” reflected the whole campaign messaging offer.
The marketing team at Dermapure made sure to incorporate the same message in their email campaigns, AdWords campaigns, Facebook Ads campaigns and social media campaigns.
This created uniformity and sent a strong message to the consumer about the focus of the offer.
To this day, this strategy has been the epicentre of Dermapure’s success.
Whenever they release an offer on a specific product or treatment, they promote the same offer on their social media and newsletter and we adjust the targeted messaging on pages related to this offer.
This prompt’s a LOT of messages and also a LOT of leads and sales!
So when your representatives speak to your customers or you simply publish on social media, it’s important that you stay true to your brand’s character to establish brand authority and have a true brand impact.