Case Study ofLazer Lounge
Established in late 2017, Lazer Lounge provides the latest in skincare and beauty treatments. Their core mission is to help clients boost inner confidence and provide the highest quality medical aesthetic services in a comfortable and relaxing environment.
The Problem
CUSTOMER’S CHALLENGE
After analyzing the current state of their online presence, we established a few major issues that required immediate attention. Their existing website was not built and designed to be easily updated for new services or additions and it was not scalable. Aesthetically speaking, the website was in need of a major update in order to accurately portray their vision, their beautiful establishment, and their quality of service they offer to clients. Finally, Lazer Lounge wanted to focus on not only gaining new clients but actually retaining them and increasing their customer lifetime value.
The Solution
THE APPROACH WE TOOK
After taking over their project in early 2020 before the pandemic hit, we knew that we would need to implement a strategic multi-channel digital marketing approach that would allow Lazer Lounge to meet where their clients are online. The focus was to blend a long-term and immediate-results strategy that would help increase customer retention and create a better customer lifetime value. When it came to our immediate-results strategy, Facebook Paid Ads, we collaborated with Lazer Lounge to find a service offer that would ensure that a new client would return anywhere from 2-4 times in a year.
The Marketing Channels We Utilized Are:
*This case study is a snapshot of the first Six months of our business relationship.
Facebook & Instagram Ads
As part of our immediate-results strategy, our team designed a comprehensive and engaging paid Facebook and Instagram advertising campaign that targeted their ideal clients based on location and specific interests and behaviors.
When thoroughly analyzing their various services and profit margins we decided to choose a treatment that would not only be enticing for the client to come in for a first visit but would almost assure that they would continue returning 2-4 times a year to maintain the treatment. This strategy allowed us to start increasing the customer lifetime value of their patients.
Our team also added an attractive upsell to the promotion that resulted in 34% of newly acquired patients purchasing the upsell offer as an addition. This helped to significantly increase revenue and their Return On Ad Spend (ROAS).
Optimizing For Higher Conversions
After analyzing user behavior and data, our team made adjustments both to the user experience and user interface that simplified the booking process and provided a clearer and more digestible message for the user that resulted an increase in the overall conversion rate.
Website Redesign
In order to target their ideal client and properly portray their high-quality medical spa services, a website redesign was a must. Lazer Lounge management favored some elements of their original website which we were able to blend together with a more modern and user-friendly interface and experience that actively guided users to the end goal which was booking an appointment.
After analyzing the various services they provided we created an elegant design that provided users with easy access to the right information that was both educational and desirable.
To create greater trust between the user and Lazer Lounge, our team implemented and added various “buyer selling points” that are highlighted in key points across the entirety of the website.
Per Session
on Websites
Optimizing For Better Conversions
After analyzing user behavior and data, our team made adjustments both to the user experience and user interface that simplified the booking process and provided a clearer and more digestible message for the user that resulted an increase in the overall conversion rate.
Search Engine Optimization
One of the problems we aimed to solve was the visibility of Lazer Lounge on the search engine and to attract more local and organic search traffic.
Our team did a systematic and comprehensive SEO analysis of their old website as well as thorough and exhaustive keyword research based on all of the treatments and services they provide.
In order to properly optimize their website, we constructed the entire website with SEO in mind and created unique content on each page that will be favored by search engines. The content is designed to answer each visitor’s most important questions and to help rank the web pages for specific search terms.
Search Traffic
Traffic Conversion
Email Automation To Nurture Leads
In order to complement our immediate-results strategy of Facebook and Instagram ads, our team added email marketing and automation to our multi-channel approach. The intention of email marketing was to nurture each lead that inquired about their promotion.
Depending on what treatment the user selected, they were placed into a unique email automation workflow that had content that was tailored and personalized to the specific treatment that they were looking for. The goal of the nurturing process was to educate the lead and alleviate or quell any hesitation that they may have had.
