Most of us appreciate good customer support when visiting a health center, saloon or any other kind of therapist. Good and friendly customer support is directly related to happy customers who are willing to buy and spend more.

Similar was with our client, who already had an existing web page, but it just didn’t give measurable results they wanted.

Client

STAR TIM d.o.o., for web page centertkm.com, dedicated to Traditional Chinese Medicine.

Their center became one of the most known Traditional Chinese Medicine Centers (TCMC) in Slovenia. It is essential with TCMC that it seeks to address health problems holistically and to address the causes of the disease and not just treat the symptoms.

After TCMC, the disease occurs due to a broken balance in the body, so TCMC strives to balance the functioning of the entire human system.

Digital marketing specialists

Uroš@D-Studio Consulting (Project Manager)

Matej@D-Studio Consulting (CEO)

Challenge

The client was too dependent only on paid advertising (Google and Facebook Ads) and promoting their services via discounts and not via clear communication of their unique value proposition at the right time, in the right place, to the right person.

For them to be less dependent on paid advertising, they had to build their database with whom they had to build a relationship with.

The challenge which D-Studio faced was a very small email subscriber list (696) and poor results of their email marketing campaigns.

The client was not doing any active campaigns for growing its email database, so we had to set up a strategy that would maximize the efficiency of their existing investment in digital marketing.

What was the goal

To increase email subscribers list for 300% in 12 months via automated and intimate communication and without increasing investment into paid advertising.

How was it done

Defining KPIs

With the client we first agreed to optimize the following KPIs:  

1. Lead conversion rate
2. Number of Leads (emails)
3. Emails open rate (OR)
4. Emails click-through rate (CTR)

Focus services

The client wanted to scale sales of: 

• Acupuncture
• Moxibustia
• Ventuze
• Auriculotherapy

Action plan

As an optimal cost-effective solution, we proposed to clients an onsite lead generation system working on their web page.

The system would in a proactive way to motivate web page visitors who are not ready to become customers, to do the next step toward becoming a customer and to subscribe to their email list (Opt-in). To do this we did not add any new systems or services, we simply optimized and maximized existing ones.

Execution

We set up an intelligent funnel for each of the client’s 4 focus services, starting with acupuncture. The strategy for each service had 5 steps.

1.) Google Ads optimization

Optimization of paid advertising which brings the most relevant visitors to clients web page (Google Ads)

2.) Landing page optimization

The individual clicks on the ad, which redirects him to the subpage where the acupuncture is presented. To achieve targeted results we had to optimize existing landing pages.

3.) Lead magnet

After scrolling lower to the text, a pop-up window will open inviting you to get more relevant information via email. A free diagnostic checkup and a 50% discount on first therapy are used as an incentive to sign up. This is also a moment of sales promotion.

4.) Automated thank you email

After submitting, the individual automatically receives a thank-you email together with instructions on how to use free diagnostic checkup and a 50% discount on the first therapy.

5. Automated email sequence

The automation of 4 follow-up emails messages follows in the following sequence

1. Authority – Content to increase the credibility
2. Relationship building – Content of relationship building
3. Opportunity – Sales promotion content
4. Value – Added value for the reader

Result

• Main goal: Increased email subscribers list for 359% in 12 months (we have exceeded the target for 59%).
• Secondary goal: Increased online sales of all 4 services for 8%.

Conclusion

There are many different methods on how to improve monetization of traffic on your web page and one of them is also establishing automated email communication with web page visitors, according to their behaviour.

This is what we did for centertkm.com as a custom solution tailored exactly to their needs and according to KPIs that matter for them.

The similar methodology of building an onsite lead generation system can be applied to any kind of businesses, however, the approach should be always defined according to specifics of the business model we want to optimize.