NexGen Hearing is a leading hearing healthcare provider with ~50 clinics sprawled across beautiful British Columbia. They had a previous agency running their own Google Ad campaigns across Western Canada and decided it was time for a refresh.
We were hired initially to optimize their campaigns and achieve an ambitious CPA of $30 per lead. Matching and controlling their spend and cost-per-conversion across all 50 franchises posed a unique challenge. It required intimate knowledge of how to effectively position their services to appeal to an older demographic.
Through keyword and industry research, we rebuilt their Google Ad campaigns to geo-target the main areas where hearing clinics were located. These campaigns were then broken down into ad groups that focused on their main services and product offerings. The new approach to their Google Ads campaigns was a resounding success that resulted in an increase of all NexGen Hearing’s internal KPIs.
Following the success of our campaigns, we took on more initiatives that lead to us becoming seamlessly integrated into their monthly marketing workflow. As we worked on the website, our knowledge and understanding of the industry grew. We knew there was an opportunity for NexGen Hearing to strengthen its brand and improve its user journey to make it easier for visitors to find a NexGen Hearing clinic in their area. In collaboration with NexGen Hearing, we began a design for a new custom website.
Our team approached the design with two key factors in mind; the number of clinic locations, and the older demographic that would be the main users of the site. In our designs, we focused on embracing their brand, using large font sizes to make the site more user-friendly for their visitors, and easy to navigate with clear calls to action. As a result, we presented NexGen Hearing with UX-driven layouts designed around funnelling customers to the closest clinic.
Once the designs were established and approved, our development team got to work building the website which needed to meet two main requirements; it needed to be fast, and it needed to be responsive in order to work on a number of alternative devices.
With a focus on driving visitors to the closest location, we built a custom WordPress plugin that would act as the main conversion point on the website. Using Geo-features that tied into Google Maps API allowed for a straightforward process for uploading and maintaining specific clinic information. The live plug-in has a custom design and simple UX, which ties into a further boost in conversion rates.
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