Rocket developed a strategy to build on the success we'd had for SunDoctors in 2017. We'd run a similar campaign with the goal of increasing awareness of Skin Cancer issues. In 2018, we delivered our second iteration of the ‘Saving Lives with Social’, a campaign which aimed to drive more ‘action’ from prospects in getting their skin checked. The foundation built in 2017 had established a strong following across a number of digital channels, including direct website traffic, organic search, social and paid.
We installed HotJar heatmapping software, found five individuals matching our target market for user testing and reviewed the fulfilment process with Myhealth1st to ensure we delivered a seamless booking experience with limited friction.
The resulting changes led to a 57.35% improvement in conversion rates (measuring before vs after implementation). Currently, reviewing YoY data, this now sits at a 90% improvement YoY in our website conversion rate.
The promotion strategy was built out as a three-stage funnel.
2. The next stage comprised of retargeting this audience with ‘consideration’ based Video content from AFL legend Cameron Ling. Cameron was very influential in prospect acquisition and created significant engagement in social media.
3. This is where we needed to ‘close’ by delivering a compelling offer too good to resist. That offer was 'Bulk-Billed' skin checks supported by lead generation ads.
Our Bottom of funnel (BOFU) ads were aggressively targeting those who had engaged or who had displayed interest in skin cancer. The lead generation campaigns were a success with our CPA’s reducing from $55 to $18.79!
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