Eyecare Plus
Maximising Conversion Rates with Improved Tracking
For Eyecare Plus, the goal was to drive online bookings and raise awareness of their comprehensive range of products and services. The objective was to help the franchise grow and attract new practices to join the affiliation, while maintaining their competitive edge against key players like OPSM and Specsavers.
To achieve this, I first improved the tracking mechanism by integrating sophisticated tracking tools such as Google Analytics and Google Tag Manager. With the help of Google Tag Manager, I set up various scripts, tags, and variables to track each customer’s movement on the website, with a special focus on tracking online bookings. I discovered that around 60% of all bookings were made on a third-party website called My Health 1st. By establishing advanced tracking between the Eyecare Plus website and My Health 1st, I was able to track all online bookings effectively.
Company Targets
Ridly is very dependent on their Google Ads performance, it was imperative for their company success to have a high-performing Google Ads account.
Lowering CPA and Growing Business..
The next step was to ensure that all ads were highly relevant to the target audience. Given that Eyecare Plus had over 150 practices across Australia, it was crucial to maintain relevance in the ads regardless of the user’s location. I leveraged one of Eyecare Plus’s key competitive advantages, their locally owned business model, by setting up Google dynamic location ads that targeted users searching for optometrists in their vicinity. This resulted in significantly reduced CPC’s and a higher Conversion Rates.
To further enhance the impact of the dynamic location ads, I implemented a Data Feed Script that automatically displayed the location of the practice in the ad.
Summary
By driving such a low cost per booking, I was able to generate double the amount of bookings for Eyecare Plus than initially expected. This has allowed the business to scale considerably, and, has had positive impact on both on the business as a whole, and on behalf of the individual member practices.
