Fresver Beauty is an award-winning local brand which offers top quality beauty and wellness services. They were looking to refresh their website design and expand customer base by promoting trial sessions of its facial & wellness treatments. Hence, they approached us to redesign the website and conceptualise a comprehensive and effective digital lead generation strategy to drive more customers to their outlets islandwide.
Services & Tech
Brief & Challenge:
Fresver’s initial website was outdated and had a static design which does not engage users. It was not attractive and had low number of sign ups for treatments.
The challenge was to create a more engaging website, with appealing images and animated design elements. It was also important to feature the available facial and wellness treatments and ongoing promotions in an enticing layout, with treatment benefits clearly highlighted to encourage customers to book an appointment.
Solution & Outcome
The final website is a modern and sophisticated site featuring latest design trends and colour combinations. Available treatments and ongoing promotions were also clearly highlighted and benefits of each treatment were emphasized in attractive layouts to drive more appointment bookings.
The new website saw longer session durations and lower bounce rates, which indicates that users are more engaged with the website and spending a longer time on it. Users’ behavior on the site was also constantly tracked as such insights allowed us to better optimize our digital ads.
Being in a competitive facial landscape, it is important to differentiate Fresver from other competitors and to run various attractive campaigns to encourage appointment sign ups. As their target audience are frequent users of social media and online platforms, it was essential to tap on the vast potential of digital marketing using Facebook, Instagram and Google Adwords.
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 traffic to landing pages. Different landing pages were also designed and aligned to the campaign requirements to increase customer conversion.
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 & Instagram 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 channeled to the campaigns’ landing pages that qualified and captured them as warm leads.
Generate Traffic Through
Facebook & AdWords Marketing
Landing Page To Attract
Compliments to Jackie and her dynamic team! We have engaged Amber Creative for our leads generation campaign since 2016 and the team has always delivered good quality work and results. Strongly recommend!
Reaching The Desired Audience
We crafted multiple types of Facebook and Instagram 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 optimizing for the better performing creative within each target audience.
By using scarcity and time urgency in the final stretch of one of the facial campaigns, 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.
Converting Clicks Into Leads That Matter
Using fresh, clean and elegant design and strategically placed call-to-action buttons, we ensured that our landing pages embody Fresver Beauty’s values while optimizing the page for conversions.
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