Client
Dermaspa
Date
June 2021
Results
- 380% increase in daily website impressions
- 80% increase in click-through rate
- Do we have data for the increase in appointment bookings?
Dermaspa
Brief
Prestigious beauty destination, Dermaspa had a well-established website that multiple providers were managing – always a challenge for busy business owners. The website was functional but was lacking when it came to providing an enhanced user experience that Dermaspa’s audience expected, and that truly reflected the luxury brand.
Our unrivalled skill and experience, and proven track record for designing and developing high-performing e-commerce website led to incredible results for this client.
The Problem
A luxury skincare clinic, Dermaspa has carved a reputation for offering high-end beauty and aesthetic treatments that are known for being backed by science and delivered to an impeccable standard. The current website was functional, but not showing the same high-end experience offered in-house at Dermaspa and hindering its potential. For example:
- Low Conversion Rate – While the brand was well-known, the website users were not converting, so we undertook a full investigation to determine the barriers.
- Non Optimised Websites – In simple terms, if your website is not optimised for organic search and aligned with your audiences online searches, your website’s performance, and ultimately the business, will suffer. We had to improve the SEO of this site.
- Poor User Journey – Its’ clients highly trust this business – but the website wasn’t instilling this same trust. The user journey was confusing and clunky, causing users to leave the site and a limited number of online sales being made in the shape of bookings.
- Site Speed Issues – We live in an age of instant gratification; data tells us that if the page load time is longer than 3 seconds, you can wave goodbye to 53% of traffic. With this in mind, it’s simple to see how impactful a slow website can be, and action must be taken to improve this.
Overall, the website lacked value and needed to be overhauled and optimised to start increasing online sales.
Solution
Putting experience into practice
After undertaking a detailed analysis of the website, the team at Dermaspa was stunned to see the opportunities afforded to them with a new fully optimised e-commerce website that truly reflected their band from a design and functionality perspective.
We had a few ideas to take this website to the next level, positively impacting the business’s profitability.
Complete redesign & redevelopment of the new e- commerce website
This included integration with a new booking solution that made it far easier for users to book their treatments with Dermaspa, removing any barriers and making the business more accessible. This, amongst other changes to the site vastly improved the customer journey experience. We also knew that some further changes could be implemented to improve the conversion rate of the website, such as:
To ensure uptime, the website was moved to a more reliable and stable hosting platform.
Onsite and offsite SEO
Improving the websites SEO was high on the agenda. After some in-depth research, we created a comprehensive list of targeted keywords that the new site would target, widening the visibility in front of their audience.
On-page, there was a focus on technical SEO strategies such as optimising image title tags and metadata, coupled with some well-written and optimised copy. While off-page, SEO came in the form of digital PR and content campaigns, achieving high authority backlinks, and referrals from relevant established online platforms.
Complete list of services undertaken:
- Complete redesign of the Website design and development
- Integration with booking solution
- Website hosting & management
- Business email solution
- Customer journey experience improvements
- Conversion rate optimisation
- Search Engine Optimisation
- Email Marketing
- Digital PR
- Business and marketing consulting
- Holistic reporting on performance (reporting on all data across all channels). This provided in-depth business data and helped shape new treatments and services
The Result
Within the first four months, Dermaspa had gone from ranking for 204 keywords to ranking for 714, including - ANY INFO on keywords?
Do we also have any info on average position before and after? Dermaspa found their daily impressions rose from 750 to 3,600 and click-through rate from 4.6% to 8.3%.
It’s all very well getting users through to the website - but how they behave once they are there, matters. It quickly became apparent that these users were incredibly engaged with bounce rate dropping to an incredibly healthy 41%, time on site increasing and more CTA’s being taken, leading to an uplift in appointment bookings and ultimately - increasing online sales.
