DIGITAL MARKETING | LANDING PAGE DESIGN
Fresver Beauty has been empowering women through confidence for over a few decades as a trusted home-grown beauty brand. Started as a home-based facial, Fresver Beauty has expanded to an award-winning brand that offers top quality beauty services with outstanding customer service. It operates across 4 outlets in Singapore, with its flagship outlet at Tiong Bahru Plaza.
1. THE CHALLENGE
Being in a competitive facial landscape, Fresver Beauty was looking for more touchpoints to grow its customer base by encouraging trial of its signature facial services. They wanted us to come up with a lead generation campaign that could tap on the vast potential of digital marketing using Facebook and AdWords.
Facebook Advertising Strategy
Develop a robust Facebook Advertising strategy to convert traffic into leads.
Paid Advertisement With AdWords
Creating ads with relevant ad groups and searchable keywords to convert traffic to leads.
3. CONCEPTUALISING & PLANNING
We started with a meeting with the marketing team to understand what was currently done to promote their facial services and the results they were getting. They were looking for a marketing solution that would get them more leads at greater cost efficiency, and also to tackle the issue of a high drop off rate when it came to the appointment day itself.
With that in mind, we came up with a digital strategy for them that uses social media advertising to target the demographic they desired and paid search to direct more web traffic to their website. A landing page was also designed to increase customer conversion.
4. THE DIGITAL STRATEGY
The main objective is to cut through the highly competitive market in facial services to reach people who are interested to try out Fresver Beauty’s facial services by enjoying a promotional price as a first-time customer.
We focused on Facebook Ads as it allowed us to define the target audience by interests, demographics and through retargeting to include past web visitors. By using Fresver Beauty’s existing customer list, we were also able to target lookalike audience who are similar to the interests and demographics of Fresver Beauty’s clients. To reach people who are actively searching for facial, we also set up Google AdWords for the campaign.
All traffic were channelled to the campaign’s landing page that qualified and captured them as warm leads. To tackle the issue of a high drop off rate on the appointment day, we implemented a two-step conversion, whereby the leads are prompted to make payment immediately after making an appointment in order to enjoy a discount on the promotional price.
A. Generate Traffic Through Facebook & AdWords Marketing
B. Landing Page To Attract & Convert
5. FACEBOOK ADVERTISEMENTS
Reaching The Desired Audience
We crafted multiple types of Facebook ads, highlighted the promotion, benefits and pain points of the target audience. By comparing the effectiveness between an image and video ad, we were also able to reduce the cost per conversion by optimising for the better performing creative within each target audience.
6. MAXIMISING ROI THROUGH SCARCITY
By using scarcity and time urgency in the final stretch of the facial campaign, we were able to boost the conversion rate by 39% and reduce the cost per lead by 64%, resulting in an overall cost per lead of $4.67.
7. LANDING PAGE
Converting Clicks Into Leads That Matter
Using a fresh, clean and elegant design and strategically placed call-to-action buttons, we ensured that our landing page embodies Fresver Beauty’s values while optimising the page for conversions.