Get answers to all of your questions about how to do ecommerce right
Author: Roberta at DermPRO
Roberta Oyakawa is a Founder and Principal at DermPRO, the #1 provider of managed ecommerce and marketing exclusively for aesthetics practices. For over 7 years the company has been helping the top dermatologists, plastic surgeons and medical spas engage and retain patients by leveraging online stores.
Most of DermPRO’s customers that have great results with their online stores typically use the stores in conjunction with monthly promotions and/or targeted promotions that are emailed to their patients. Historically, these emails are sent on certain days of the month and during hours of operation, typically around 10 to 11 am. This tradition reflects the desire to have someone in the office available to answer phones and questions, and hopefully convert opportunities related to the promotions.
With online stores being leveraged, we can see how the data tells a story about shifting behaviors and the results of online shopping. The data shows that traffic is highest to the website and online store during the office hours—represented by the blue line of sessions—reflecting that a lot of people visit the store when they receive the email campaign. This is expected, especially since these emails contain numerous calls to action linking the recipients to the website and online stores.
Turning our attention to the purchasing data, the red line represents actual spend, and the yellow line represents the revenue per session. These lines clearly show that both the online revenue and revenue per session are significantly higher when the office is closed.* This pattern mirrors the general trends of the busiest times for online shopping—which is typically in the late evening—and shows how an office can take advantage of converting when consumers are most likely to make purchases online by offering an online purchase option.
*Data during the midnight hour incorporates membership payments that are often scheduled to trigger at midnight. This accounts for the blip in revenue per session at the midnight hour, since those purchases are not correlated to actual online traffic.
Online shopping has gone from non-existent to ubiquitous in a matter of a few decades. Eight out of ten US consumers with internet access have bought something online, and over 62 percent shop online at least once a month (Episerver, 2019). How are aesthetics practices participating in this trend?
By employing ecommerce, top aesthetics practices are able to extend their hours of operation to service their patients 24×7, and alleviate the reliance on costly and inconvenient engagement methods like phone calls.
At DermPRO, we are always interested in how the activity on aesthetics practices’ online stores compares to overall ecommerce activity. Having seen multiple statistics indicating that the peak online shopping hour is 8:00 pm to 9:00 pm, DermPRO decided to take a look at our top stores to see how aesthetics practices’ stores compared.
We know that many of our clients have strong online purchase activity throughout the day while their offices are open. We also have lots of Google Analytics and ecommerce data telling us when there is traffic on the stores, and when that traffic converts, i.e. when purchases are made.
Not surprisingly, in 2019, the peak shopping hour on DermPRO’s top 10 stores was 8:00 pm to 9:00 pm as well, with heavy purchase activity throughout the evening hours. In fact, those stores generated over $50K per month on average with 59% of orders placed at times when the office was closed – after hours, weekends and holidays.
Putting It All Together
Triangulating our data, we also know that the highest converting source of traffic to the stores is email. We checked the email stats, which tell us that a high percentage of email opens and clicks are happening in the evening and night hours. Patients are reading the emails and clicking through to the online stores in the evening.
Many practices come to DermPRO wanting an online store where they can sell professional skin care products.
They don’t realize that their patients want to purchase EVERYTHING online. Let’s face it… All of us have become accustomed to the conveniences of ecommerce, whether it be for our groceries, hair color, or eyeglasses. Online purchasing for both products and services is a trend that is rapidly overtaking the aesthetics industry, and one that offers patients many conveniences that fit their lifestyles and habits.
Since our beginnings seven years ago, DermPRO has always included services on our stores, and BOTOX® Treatments have steadfastly held the number one spot as the highest single revenue-generating product or service, across all DermPRO stores.
Take a look at our infographic to see what else aesthetics shoppers are purchasing online.
Many aesthetics practices are using their online stores for monthly promotions, events, memberships, and holiday sales, mirroring their in-office purchases. Online stores focusing on products only are missing an opportunity to use their stores for greater patient engagement and satisfaction.
*The data in this infographic is pulled from the top 15 DermPRO-hosted stores.
Submit the form on this page to contact DermPRO and learn more about ecommerce for aesthetics practices.
How do you break through the noise of the inbox to get your emails noticed and ensure they are generating results for your practice?
Today’s email inboxes are crowded and overloaded with marketing emails, many of which are not getting opened or clicked. If you’re sending monthly “e-blasts” and other marketing emails to your patients, your open rates may be 18% to 25%. Your click rates may be 2% to 9%. Maybe they’re lower, or maybe they’re higher.
Either way, let’s take a quick example. If 2 out of every 10 patients who open your email make an appointment for a service or purchase a product, think of how your bottom line could be affected if you could increase your list size by 5% or 10%, or increase your open rate by 5% or 10%. Better yet, if you could also increase the number of openers who act to make a purchase, in our example from 2-out-of-10 to 3 out of every 10 openers, that would make a significant impact on your email ROI.
So what can you do to stand out and be sure that more of your patients are seeing, reading, and engaging with your practice’s marketing emails? There are some key strategies for creating more valuable and effective emails that your patients will want to open and act on. Here are just a few simple tips.
Mobile-Friendly Emails Are a Must
On average, 55% to 60% of all emails are now read on mobile devices. Across DermPRO clients, mobile device opens are generally even higher. In fact, mobile devices account for as much as 75% of the opens for some of the practices for whom we do email marketing. Whether it’s 55% or 75% of your emails being read on mobile devices, you must ensure that your emails look great and are easy to read and interact with on all devices on which they will be read. Include large calls-to-action that are attractive and will be easy to identify and click or press. Whether it’s monthly specials, targeted remarketing messages, birthday emails, ecommerce transactional emails, or other email communications, responsiveness is required if you want to drive reader engagement and results.
TEST IT Open one of your emails on your mobile phone. Does it look great? Is it readable without a lot of swiping, pinching, expanding, etc?
Use a Customized, Branded Email Template
Use a branded, responsive email template for consistency and usability. Using a template that you have tested and you know looks great in multiple email programs and on multiple devices will firstly help ease the implementation of mobile-friendliness, which is a key feature as previously discussed. A template will also ensure that your patients recognize your emails and correlate them with your brand. Your emails are how your patients and prospective patients are seeing you on a weekly or monthly basis. They should not only be recognizable and consistent from email to email, but they should have a consistent look and feel with your website, online store, social accounts, printed collateral, and other marketing materials.
A professionally-designed template lends a credibility and sophistication to your email communications. A branded, responsive email template will improve effectiveness and customer experience.
TEST IT Look at the last 3 emails you sent to your patients. Do they have your logo and practice branding clearly and consistently displayed? If you have an image representing your current specials or an event on your most recent email, will your patient see that same image on your website when they visit your website, or on a flyer in your office when they come into the office?
Calls to Action That Drive the Results You Want
Your patients are likely busy people, and quite possibly a significant percentage of them are working moms. When are they reading their emails and making purchases? DermPRO’s data shows that the emails we send for our clients are being read throughout the day and evening hours, with about 55% of the clicks and conversions to purchases happening during evening hours and on weekends.
What kinds of calls-to-action do your emails contain? If there are none, or only “call us” calls-to-action, you are missing an opportunity to convert your readers into buyers. Of course, DermPRO is an ecommerce provider, so our emails include calls-to-action like Shop Now and Get in Now buttons. These actionable calls to action enable recipients to act on special offers immediately, rather than having to wait until your office is open to call you for more information.
When your email invites the reader to Shop Now, RSVP Now, or Buy Now, allowing them to click through to an online store where they can see sale pricing and make a purchase, you will improve your results. A recent study showed that peak online shopping time is 8pm. Having a specials page with purchasable items or a full online store where your promoted items can be purchased will help you take advantage of this trend and convert your email readers into buyers.
We analyzed Google Analytics data over a 3 year period for our top stores. The highest driver of traffic to the stores? Emails. While the traffic to most commercial ecommerce businesses is driven by paid search, direct traffic and organic traffic, DermPRO stores are not your typical ecommerce business.
Medical practices enhancing their patient engagement and retention with ecommerce, DermPRO’s clients generally see the majority of their store traffic being driven by emails, both targeted campaigns aimed at specific patients and e-blast campaigns offering promotions. These emails drive an average of 30 percent of the traffic to the stores, often the top source of traffic. But regardless of what any given practice is doing to drive traffic to their sites and online stores, the undisputed leader in conversions—the percentage of visitors who made a purchase— came from emails. Well-constructed emails with “Shop Now” links, paired with verbiage and special pricing at the target store—matching the email-advertised promotion—is the killer combination for converting store visitors.
TEST IT Open the last email you sent to your patients. What are the calls to action? If the only one is Call the Office, you are missing an opportunity.
Increase Your Subscriber Base!
We work with hundreds of medical offices. I’m often surprised by how many of them are not using a systematic procedure for collecting email addresses with the proper opt-in terminology and following up by adding those email addresses to their promotional email list. If you provide both medical and cosmetic services, your medical patients are a ready audience for your aesthetics promotions. Include HIPAA-compliant verbiage on your patient intake forms which will allow you to send promotional emails to your patients.
If you have a database of patients that are not opted-in to receive your marketing communications, you can run a campaign to invite those patients to subscribe. DermPRO’s popular Email Opt-In Campaign service takes care of all the details of this type of campaign for you. Our average increase in list size is 10-15%. We just completed a campaign that increased a dermatologist’s marketing list by 50%! Complete the form on the right to learn more about this service.
Personalization is an important trend in email marketing today. I invite you to refer to a previous blog post, Personalization is Now, for more information about how to create targeted messages to the right people at the right time.
Now is a great time to rethink your email strategy and resolve to make some changes that will increase the quality of your marketing emails and the value of your email subscriber list.
Complete the Demo Request form on this page to learn more about DermPRO’s email marketing services for dermatologists, plastic surgeons, and medical spas.
Every year we hear that Cyber Weekend was the biggest weekend in US online shopping history… Well, this year is no different. As predicted, Cyber Weekend sales eclipsed last year’s results, and set the stage for record-breaking overall holiday shopping revenues.
According to multiple sources such as Adobe Analytics, Black Friday online sales hit a record of $5.4 billion, up 22.3 percent from a year ago, while Cyber Monday shoppers spent a record $9.4 billion online, up 19.7 percent from a year ago.
Forbes reported that about 58 million people shopped online only, while 51 million shopped exclusively in stores. The another 65 million consumers shopped both online and in store, for a total of 174 million shoppers over Cyber Weekend.
While data for the top national retailers is readily available and fascinating, where does the aesthetics industry sit and how has ecommerce and the holiday shopping phenomenon impacted dermatologists, cosmetic surgeons and other aesthetics providers?
The Aesthetics Shopping Report from DermPRO
With 7 years as the top ecommerce provider for aesthetics practices—hosting stores for hundreds of dermatology and plastic surgery practices and medical spas in 43 states—DermPRO is uniquely positioned with insights into what’s happening in online sales in the aesthetics industry. DermPRO’s Holiday Shopping Report and Infographic offers a rare view into real results from real aesthetics practices.
We looked at data for Cyber Weekend—Black Friday (November 29th) through Cyber Monday (December 2nd)—and Cyber Week (November 29th thru December 6th). Since many of our stores ran 12 Days of Christmas promotions throughout December, we also looked at the entire holiday shopping period from Black Friday through December 24th.
Many DermPRO-hosted stores running Cyber Weekend and holiday promotions bring in 30-40 percent of their annual online revenue during the last 5 weeks of the year, depending on several factors such as when they run their big Open House Events and how aggressively they promote during Cyber Weekend.
This year, the top 20 revenue-producing stores over the holiday shopping period averaged 35 percent of their total annual online revenues. While Cosmetic Services are the highest segment for revenues overall on DermPRO stores, during the holiday shopping period, E-Gift Cards brought in almost as much as Cosmetic Services, and indeed e-gift cards are always some of the most popular holiday season sellers.
Top Days and Times of Day
While Cyber Monday was the clear single-day winner—accounting for 40 percent of the Cyber Weekend revenues—not surprisingly, Black Friday was the second highest day of the period. All of December was strong, though, thanks to an increased number of practices that ran 12 Days of Christmas promotions, keeping patients coming back throughout the month.
We looked at online revenues over the entire holiday shopping period. The top 10 stores averaged $84.8k in online sales for the period. The average revenues of the top 20 stores was not far behind, at $58.7k. The highest online revenues for a single store during the period was $163k, with $160.7k of that coming over Cyber Weekend.
Mirroring the results from Adobe’s report, Cyber Monday got a huge boost from late night shoppers. While Adobe reported that nearly a third of Cyber Monday’s total revenue came between 10 p.m. and 2 a.m., DermPRO found similar results with 9 p.m. being the most popular shopping hour by a landslide. Given that most medical offices were open that day, it may surprise you that so many purchases came in at 9 p.m. But the data shows that the online orders accelerated as the Cyber Weekend specials came to a close.
If you think that successful selling over Black Friday or Cyber Monday has to include deep discounting, think again. According to Salesforce.com’s holiday shopping reports, average discounting reached 31 percent on Cyber Monday, with some segments discounting as much as 45 percent.
However, on DermPRO stores, the average Cyber Weekend discount was just 17 percent, and just 15 percent during the whole period from Black Friday to December 23rd. DermPRO’s clients are primarily respected physicians who have strong relationships with their patients, and are generally not high discounters.
What Did They Buy?
Even though discounting was modest, higher discounts did correlate to larger AOVs (average order values). AOVs were highest during Cyber Weekend when the discounting was also highest, averaging $357.18 for all DermPRO stores. Many individual stores carried $500+ Average Order Values, thanks to popular e-gift card promotions and higher-priced treatments that were specially priced for the weekend. AOVs decreased slightly when you look at the entire Cyber Week ($342.27) or the entire Holiday Shopping period ($310.08).
This year, patients purchased gifts for their loved ones and themselves, spending big on e-gift cards, BOTOX® treatments, Laser Hair Removal, and memberships & special treatment packages. The top selling procedure by revenue was BOTOX®. Taken together with other neurotoxin treatments, Neurotoxins captured 11 percent of the total revenues for the weekend. The 2nd place aesthetic service was Laser Hair Removal, accounting for around 5 percent of the weekend’s revenues. 25 percent of all Cyber Weekend revenues came from E-Gift Cards.
While product sales were spread across many different products and brands, there were some stand-out products, including TNS Essential Serum® and SkinCeuticals® CE Ferulic. The top brand by units of products sold was EltaMD.
What Drove Traffic to the Stores?
According to Practical Ecommerce, paid search ranked highest for driving revenue, representing a 24.4-percent share of sales, followed by direct traffic at 21.2 percent, and organic search at 18.8 percent. Bringing up the rear were email driving 16.8 percent (up 9 percent over 2018) and social media with only a 2.6-percent share.
Curious about how patients ended up on the aesthetics online stores? Since DermPRO stores generally see less traffic from paid search and more direct traffic from the practice’s main website and from emails, the sales drivers were quite different from the drivers for the large commercial sites.
By far the largest source of traffic to the aesthetics stores over Cyber Weekend was email. Well-constructed emails containing direct “SHOP NOW” links to each special are the clear top drivers of both traffic and conversions on the aesthetics stores, accounting for as much as 80 percent of the Cyber Weekend store traffic for some practices.
For the top 20 stores, email drove an average of 56 percent of the traffic, followed by direct traffic accounting for an average of 21 percent of the traffic, followed by organic search and referrals, each at 10 percent. Ecommerce conversions (the percentage of store visitors who make a purchase) are highest from the email-sourced visitors.
Learn more about Ecommerce-Enabled Services from DermPRO by submitting the simple form in the sidebar of this page.
We’ve done posts before about the importance of landing pages as a key marketing strategy, where a web page is purpose-built as the target for an email, social, or pay-per-click campaign. By stripping away distractions, landing pages focus your visitor on a single call-to-action, optimizing conversions for a singular transactional purpose.
After helping many aesthetics practices implement landing pages to promote HydraFacials, Fillers, Profound®, CoolSculpting®, and other services, we have learned a lot about what makes them successful. Our key finding — the biggest factor in your landing page’s success is how you nurture the leads.
My landing page is getting visitors. Now what?
When people visit your landing page and register their interest by calling you or submitting a form, what you do next will make all the difference in the success of your campaign.
Many practices do not have the processes in place to systematically and consistently follow up with the leads coming from their landing pages. When your lead has responded to your campaign and you’ve done the work to get them in for a consultation, often they leave saying, “I’ll think about it and let you know.” For too many practices, the conversation ends there. Without a well-defined set of steps and messages to move your leads through the sales funnel, you will not be effective at converting the leads to sales.
DermPRO has developed a turn-key system that pairs an effective CoolSculpting landing page with tracking, lead management, remarketing, quoting, and post-consultation offers and purchasing.
Components of Success
DermPRO’s “Coolest Landing Page Service” is a turn-key solution that addresses the entire process required to convert your landing page leads to purchase. Comprised of a set of integrated tools that work together to optimize revenues, this solution ensures your return on investment in a CoolSculpting campaign and landing page.
A Landing Page with a lead form and back-end tracking
Customized SalesForce.com CRM interface that helps you track leads through the sales funnel
Built-in email templates for each stage of the sales cycle, easing your follow-up with leads and ensuring consistent messaging that works
Quoting tool for use with the leads when they come in for consultations
Automated remarketing that reaches out to leads post-consultation
Special Offers page with purchase capability to help close the sale
Attract: The Landing Page
A custom-designed, beautiful and effective landing page will feature two primary calls to action—a phone number, and a lead form. Both of these will be tracked so that the leads are automatically sent to the proper recipients and all subsequent communications are tracked. Learn more about Landing Pages for Aesthetics Practices.
Nurture: Lead Management the Right Way
Lead nurturing is the process of building a relationship with the leads that have come in from your landing page, in order to optimize their likelihood to buy. We turned to the world’s #1 CRM platform, Salesforce.com, to provide the lead management piece of our solution. Not a CRM expert? No problem. Our customized module automatically captures lead information by office, technician and channel, creating pertinent tasks and notifying your staff of the next steps.
How do you follow up after your lead has had a consultation? The package includes pre-configured email templates for converting at each stage of the sales cycle. This will help you send just the right message to move your lead through the sales funnel, from lead to consultation to purchase.
Differentiate: Quoting Engine
With the integrated Quoting Engine option, you can send and track quotes so that your patients know exactly what you are recommending and what their cost will be. This exciting, ecommerce-enabled Quoting Tool features various calls to action based on how you want to configure promotions, quote expiration, and behavior based remarketing.
For example, you may want to send a special promotion to people who have opened their quote more than 5 times. This automated remarketing is a powerful tool that plugs the gaps where your staff may be falling short, and uses proven tactics that get results.
Close: Special Offer Page
When you are remarketing to patients who have had consultations, you may decide to influence their decision with a promotional offer. Better yet, add a sense of urgency with a timed offer. When you send the patient to a commerce-enabled, time-limited, Special Offer page, you give yourself the best chance to close the sale.
Pulling it all together, analytics help you keep your eye on real results and understand your return on investment.
With manufacturers offering co-op funds, now is a great time to hone your landing page strategy and resolve to make some changes that will increase the effectiveness of your campaigns, landing pages, and follow-up. If you’re a CoolSculpting provider, contact DermPRO to learn more about our exciting Coolest Landing Page service.
Complete the Demo Request form on this page to learn more about DermPRO services for dermatologists, plastic surgeons, and medical spas.
Why Ecommerce is a Must-Do for your Aesthetics Practice in 2019
If you are an aesthetics provider, you know that marketing your cosmetic services is necessary to maintaining a successful practice.
The aesthetic services space is getting more and more competitive. Fortunately, there are some well-understood activities you can do to help you keep your patients loyal and grow your patient base. These forms of marketing are some of the most popular programs that aesthetics practices are getting really good at, and I’ll bet you’re doing some or all of these…
Regular email marketing to keep in touch with patients.
Periodic Open House events or other in-office events to bring people in and get them excited about new treatments.
Social media posting, whether you have someone in the office who dabbles in social media, or you’re paying a third party to help you ensure your social media postings are consistent and professional looking.
Membership or VIP program that offers your most loyal patients a sense of specialness and gives them perks and discounts in exchange for their continued loyalty.
Measuring and Improving Results of Cosmetic Services Marketing in 2019
If you’ve been doing some or all of these types of marketing programs, “Congratulations!” In order to maintain your competitiveness into 2019, you’ll need to assess the results of your marketing programs, but also account for changes and developments in the industry and in consumer behavior.
Understanding your patients’ activities and tracking their actions are important steps to help you decide whether to continue investing in these programs. How are email opens and clicks, or social likes and follows impacting in-office activity or translating into sales? Are your emails leading to sales? Are your social followers becoming patients?
Where Does Ecommerce Come In?
There is one thing that can help you both measure and improve your results from just about all of your other marketing programs, including email marketing, events, memberships, and social media: ECOMMERCE.
Consider how ecommerce can help you track and derive better results and more revenue from each part of your marketing plan.
Emails. Shop Now buttons in your emails enable your subscribers to purchase promoted products and services on their own time.
Events. When you have patients who can’t make it in person to your Open House events, enhancing your event with online purchasing can seriously impact your event revenues.
Social Media. The new Social Commerce features of Facebook, Instagram, and Pinterest allow you to leverage an online store to help you rise above your competitors and stand out in the crowded social media landscape.
Memberships and VIP programs. Leverage an online store to configure, manage, and market your Membership program, making it infinitely more user friendly for both your patients and your staff.
The shift to increased online shopping continued to gain momentum in 2018 as it had in previous years. Indeed in 6 years of building and managing online stores for dermatologists and plastic surgeons, DermPRO has witnessed a significant increase in online purchases of both skincare products and cosmetic services across our clients’ stores. How are the most successful aesthetics practices using their online stores to get a competitive edge? Here are some tips.
What happens when your patient reads an e-blast from your office at 8 or 9 PM after eating dinner and settling in to read and respond to personal emails? A recent study showed that peak online shopping time is 8 PM, so if your email invites the reader to Shop Now or Buy Now, you might imagine the patient clicking through and making an impulse purchase if your email leads to an online store.
Forcing your patient to wait until Monday morning when your office is open will result in lost opportunity to capture the patient’s attention here and now. Having a specials page with purchasable items or a full online store where your promoted items can be purchased will help you convert your email readers into buyers and improve the results of your email marketing efforts.
Of course open and click data from your email campaigns is very important, but when you can see ecommerce data as well, you know you’re doing something right. Correlating your emails to revenues enables you to understand what’s working and what isn’t, and helps you target your patients with even more personalized offers. Read Tips for Increasing the Effectiveness of Your Emails to learn more.
Do you hold in-office events such as an Open House, Anniversary Event, or Girl’s Night Out? The powerful combination of online event promotions before your event and online sales during your event can help you take your events to the next level. Email and social marketing for your event will elevate your event visibility and attractiveness, but the real fun begins when you can make your event specials available for online purchase. This enables revenue capture from those customers who are unable to physically attend.
We have a large number of clients who consistently bring in six-digit online revenues during their in-office events, thanks to online availability of event specials. “We are so happy with the online sales results from our Girls’ Night Out event, and truly believe it helped to ease some of the congestion of bodies in the practice. People who couldn’t make it were still able to take advantage of the special pricing,” said one practice manager. Taking it one step further, implementing intelligent follow-up emails to the online purchasers will keep them engaged with the practice and coming back for more.
Social Media and Social Commerce
Is your social media presence driving revenue to your business, or just readership? How do you know? Instagram has 1 billion monthly users, but you need a way to get their attention. The only way to get any kind of links in your Instagram posts without paying for ads is by enabling product tagging/shopping with an online store. Today’s Product Tagging, Shoppable Posts, and Buyable Pins leverage ecommerce to boost your social presence and drive revenue to your practice. Read Drive Business to Your Practice through Social Media to learn more.
Memberships and VIP programs
Memberships are very trendy now, but managing these programs can be a challenge for your office staff. Leveraging an online store helps you implement professional, patient-friendly and successful membership programs. Some of the most attractive benefits of online-enabled memberships include:
Automated billing of monthly or annual membership payments through your online store
Automatic online member discounts on products and treatments
Additional benefits like free shipping on online orders
Attractive Membership landing page on your store
Special VIP pricing for sale items
Store banners and promotional blocks for your Membership
Custom transactional emails for communications with members about benefits
Member-Only Specials and Integrated Loyalty Program benefits online
If you want to grow the number of members in your membership and VIP programs, leveraging ecommerce to configure, sell, manage, and market your membership program is a must. Read Memberships Are Not Just for Medspas Any More to learn more.
Find out more about how DermPRO can build your online store and help you build ecommerce into your marketing plan. We provide a full set of services to complement your online store drive results, including email marketing, event marketing, social media marketing, and membership program marketing. Contact us for more information by filling out the demo request in the sidebar.
Are you doing any social media posting, email marketing, social ads, or pay per click (PPC) advertising in an effort to drive more activity to your practice? Would you like to increase subscribers to your newsletters and emails? Are you offering a new service that you’d like to launch and sell?
A landing page is a key marketing strategy, in which an independent web page is created as the target for a campaign (such as an email, social, or ad). By stripping away distractions, landing pages focus your visitor on a single call-to-action, optimizing conversions for a singular transactional purpose. Read on to learn more about what a landing page is and how you can initiate or improve your landing page strategy.
What are your goals?
If you are doing any social ads or search engine ads, or you want to increase subscribers to your newsletters, or perhaps you want to gain traction for a key new service you are providing, a keyword-rich and attractive, custom landing page or microsite will accelerate your results. Landing pages help you collect leads for your practice. They are targeted pages, specifically built to achieve a stated goal.
For example, your goal may be to collect email addresses of people interested in CoolSculpting® or HydraFacials®. Or, your goal may be to sell a Pampering Facial in order to bring more clients into your practice, where you can upsell additional services to them. One thing that is the key defining principal of a landing page is the singular purpose. Click on the image below to see an animation of an effective CoolSculpting® landing page, or visit https://www.coolsculptingalabama.com to visit the page.
What a landing page isn’t
The home page of your website is not a landing page, and it is not an ideal target for your email campaign, social post, boosted post or PPC ad. It will generally not produce healthy conversions because there is too much information that is unrelated to the specific topic that drove the visitor to click through to your site. The homepage of your website probably offers general information about your practice, a menu with a variety of options for visitors to navigate throughout your site, and multiple calls-to-action. By definition, your homepage is not focused on a singular purpose.
A better option
DermPRO’s core business is ecommerce, so often we will encourage our clients to utilize product or service SKU pages on their online stores as campaign targets. These are pages where a product or service is offered, with detailed descriptions, photos, before and afters, and a purchase button. These are better landing pages than the homepage of a website, because they are usually focused on a specific topic, and have a built-in, singular call-to-action in the “Add to Cart” button. When you can target an ad to a page where the visitor can learn more specifically about your Special Facial Package and can purchase the special facial online, analysis has shown that this can double conversion rates over homepage targets.
Ideal landing page
A specialized landing page, though, has additional features that make it even more suited to effect conversions. An ideal landing page can be optimized for your topic by excluding the standard header and footer that are used on your main site or store, and stripping away the website navigation in order to reduce distractions. Another fundamental element of a landing page is an easy to use consultation request form with minimal fields, providing your visitor with a ready call-to-action. A properly implemented consultation form also helps you track results.
Here are the key features of an effective landing page for an aesthetics service:
A clear call-to-action
Typically this will be a Free Consultation Request or Appointment Request form, although it could be an Add to Cart button for special promotional offer, or simply an email capture field.
Keyword rich overview of the service
“Long-form landing pages” with compelling copy and high keyword density have been shown to more than double the leads over shorter “above-the-fold” landing pages.
Mobile Optimized Design
Mobile website traffic has exceeded desktop traffic for several years; your landing pages absolutely have to look great and work great on all devices.
A captivating video
Landing page videos have been shown to increase product purchases by 144%, according to Internet Retailer.
Before and After images and attractive graphics
While most generic, stock photos are ignored, purposeful images such as before and after images and images of your provider or practice add value.
Testimonial for the specific services or other trust indicator
Social proof is an extremely powerful way to overcome skepticism and doubt.
Bio of the provider
Certifications and credibility indicators should be offered, providing compelling reasons why your practice stands out above the rest.
Point visitors to your social accounts
Use your social accounts to demonstrate the vibrancy of your practice and give your visitors up-to-date information about events.
Making it count
5 tips for getting the most out of your landing pages
Use your landing page as a target for a well-thought-out PPC ad. You will optimize conversions, increasing results as much as 5 times over sending people to your homepage or other webpage targets.
A well-executed landing page can improve your AdWords Quality Score, which can improve ad placements and lower your ad costs.
Take advantage of marketing funds offered by your manufacturer partners. Many of your partners will reimburse your practice for a large portion of your costs to implement a targeted campaign, including the cost of building the landing page and the ad budget.
Follow the best practices outlined in this post. You’ll see the difference in your results.
Consider an attractive discount, purchasable online, as your call-to-action on your landing page. Contact DermPRO to see how easy it is to implement ecommerce for your practice.
Most people know that social media can help your business connect with customers, improve your search engine results, and expand awareness of your brand. But you may not be aware that social media is evolving rapidly, with new features being rolled out at a mind-blowing pace—features that blur the line between social media and ecommerce. A successful social media strategy requires more than just simple posting.
With 87% of customers saying that social media helps them decide what to buy [from MarketingProfs’ Social Media as the New E-Commerce Platform Infographic], any business selling products or services can’t afford not to take social media, and social commerce, seriously. Over the past couple of years, social media has become more than a place where people find guidance and inspiration for what to buy, but a place where they actually launch their shopping.
The best way to realize a return on investment in social media and see a positive impact on your practice is to take advantage of the latest interactive and commerce-friendly features that are available today. The foundation of your success is an ecommerce site that is the engine making all of these features work, to which you are directing your social audience.
Wikipedia offers a definition of social commerce as the use of social networks in the context of e-commerce transactions. While some define it much more narrowly as the ability to purchase from a company within the native social media experience, most consider social commerce in the broader sense, referring to the general concept of online media that supports social interaction and engagement with a brand, incentivizes customers to interact on a website and talk about a brand, and offers customers tools to research, compare, obtain social proof, and ultimately purchase online.
Social Media has become a gateway to ecommerce.
As social media has evolved, the way marketers are using social media is changing right along with it. With the top social media platforms each offering their own version of “buy it” buttons, shoppable posts, product tagging and pricing, and more, “the days of brands using social platforms for only top-of-the-funnel hype are long gone,” says business intelligence and research firm, Gartner L2. “Every new feature brings another layer of commerce capability to the grid,” driving the transition of social platforms into powerful tools that facilitate transactions with a swipe, click or tap.
How does social media shopping work?
With the bulk of the social media market share—representing over 2 billion monthly active users—Facebook dominates as a source of social traffic and sales. The social media behemoth constantly reinvents its commerce-related features, upping the ante with new and improved features seemingly every other week. Facebook offers on-page shops, product tagging in posts, and enhanced advertising features that help you target shoppers with precision.
You can build a Facebook shop that more-or-less mirrors your online store, with categorized products and services that have add to cart buttons that take the user directly to your online store for purchasing. Product tagging offers even more flexible and creative ways to drive organic product discovery, allowing products to be tagged in any of your posts. When you tag products in your posts, the post will display “Products Shown” or “Featured Products” depending on whether you’re on a desktop or using the Facebook mobile app. A simple tap on the product shows product information and pricing, and takes the user to the product or service on your online store.
With the highest conversion rate for all social media ecommerce traffic, it’s no wonder brands large and small are using Facebook to organically connect their social audiences with ecommerce.
Instagram is the fastest growing social media platform today, representing a huge opportunity for you to drive your audience to your online store’s products and services. Until recently, only certain brands and those willing to shell out budget for advertising had the ability to directly link to their website or online store from Instagram posts. However, the roll out of Instagram shopping, shoppable posts, and Instagram Stories has quickly moved Instagram into the top position as the hottest social platform for commerce.
Warning: You can’t just insert a link in your standard Instagram post caption. Such links are not clickable and will go nowhere. However, with an integrated product catalog through a Facebook Business Manager account, product tagging and shopping in Instagram become easy.
The shoppable Kybella Consultation post shown here was achieved with a linked product catalog in Facebook, which is generated from the practice’s online store from DermPRO. The shopping bag icon indicates that there’s something purchasable, and a simple tap on the image displays the price. Another tap takes the user to the Kybella Consultation on the Instagram shop where additional images and information are available, and one more tap leads to the purchase page on the practice’s DermPRO store.
Interesting Fact: Instagram leads in Average Order Value for social commerce at $65, followed by Pinterest at $60 and Facebook at $55.
Pinterest has always been an important social platform for ecommerce. The user base is smaller than Facebook’s but Pinterest serves more as a discovery and save tool than a social interaction tool, which makes it ideal for targeting buyers. In fact, 93% of active pinners say that they use Pinterest to plan for purchases.
Pinterest is a powerful vehicle for driving traffic to your online store and, more importantly, converting that traffic to sales. According to a study by social marketing company Piqora, each pin generates $0.78 in sales on average. Further, pins with a price—Rich Pins—have a 36% higher chance of being liked. The key to social commerce in Pinterest is Rich Pins.
Rich Pins show certain metadata right on the Pin itself, giving pinners a richer experience and increasing engagement. Rich Pins are dynamic and interactive, and in the case of the product pins you can do from your online store, they automatically update prices as they change in your store. Pinterest guidelines indicate that Rich Pins as well as properly formatted images will help your pins rank higher in Pinterest and be seen by a larger audience. The Volbella Rich Pin shown in the above image has over 6,500 impressions. If you’re going to do it, do it right!
A few tips for pulling it all together
Plan ahead with a posting calendar. Posts should incorporate diverse topics of interest to your intended audience. Your social posts should focus on your audience and their needs.
Do your hashtag homework. Define—and stick to—a hashtag strategy that will help you extend your reach and grow your fan base. Careful… Hashtag protocol is different for each social platform.
Take the time to make high quality graphics. The importance of quality images can not be overstated. Quality images are not only going to attract more followers, but in the case of Pinterest, will increase the rank and impressions of your pins. Now more than ever, social posts are highly visual and require attractive graphics that will stand out from the crowd. Each social platform has its own guidelines for image sizing and design. DermPRO applies our professional graphics designs to ensure that your social posts are formatted properly for optimal viewing on each social media platform.
Include interactive features and content that enable purchasing from a simple tap or click. By linking Instagram posts and stories, Facebook posts, and Pinterest Rich Pins to commerce-enabled pages where purchases can be made, you will establish direct connections between your social content and commerce.
Need help pulling it all together and enabling these powerful commerce-related social media features? Fill out the form in the sidebar of this page to learn more about how DermPRO can help.
Social Media for Dermatologists and Plastic Surgeons
Social media is increasingly essential to marketing success for any company today. Yet many aesthetics practices find themselves without the needed in-house resources for social media success, and are missing out on this important tool for growing their business. Marrying our aesthetics-industry-leading ecommerce services with the commerce-friendly features of social media, DermPRO is helping dermatologists and plastic surgeons extend their reach to audiences who might never have found them otherwise, and helping convert those audiences with interactive social content that makes purchasing easy.
Learn more about Social Media Posting services from DermPRO by submitting the simple form in the sidebar of this page.
Kate, an average 54-year-old, is sitting comfortably on her sofa on a typical Friday evening, catching up on her emails on her iPad while watching a TV drama series on Netflix. One of the emails she reads is a promotional email from her dermatologist, offering a 4-day flash sale on dermal fillers. She has been contemplating having another Restylane® treatment, and this sale was just the incentive she needed to do it. Combined with the Reward Points she knows she will earn by purchasing online, she feels great about the good deal she’s getting. She clicks the Shop Now link in the email, and completes the purchase on the practice’s online store. While there, the cart shows a recommended sunscreen, also on sale, so she goes ahead an adds that to the purchase as well.
Oracle recently conducted a survey of US consumers, and published results in ONLINE OR IN-STORE? Exploring the shift in shopping behavior. Not surprisingly, the study found that ecommerce is growing, with all consumer demographic groups taking advantage of multiple shopping channels. The National Retail Federation predicts ecommerce will continue to grow at a rate of 8-12% every year.
According to the study, “Consumers now use multiple channels to shop, including online shopping websites, mobile, social media and in-store—and they dip in and out of these channels at will.” Offering an omni-channel experience to customers helps small businesses stay relevant and competitive in a consumer-driven world. As an aesthetics provider, offering your patients the convenience of multiple channels for making purchases and engaging with your practice will help you retain your patients and increase the lifetime value of each patient.
Who Shops Online?
While a lot has been made in the media about the online habits of Millenials, the Oracle survey, which broke down results by generation, found that Baby Boomers—those who are currently age 54 to 72—are the consumers with the highest percentage of weekly online-only shoppers compared to other generations. This is consistent with other studies, such as the State of the User Experience report from Limelight Networks, a content delivery specialist, which found that 50% of those aged 52 to 70 spend at least 11 hours a week online, compared with 42% of millennials.
According to Forbes, “A lot of that online time is spent spending. One in four people aged 55 and older shop online, according to a report by BI Intelligence, a research service from Business Insider.”
Another factor in online shopping is income. Those with income over $100,000 represent the highest percentage of weekly online-only shoppers compared to lower income consumers. “Higher earners tend to shop online more often and are likely to be less cautious about shopping for non-essential items,” the Oracle study found.
People who shop both online and in-store weekly overwhelmingly do more impulse buying. “It’s no real surprise that those who frequent both channels – and likely enjoy shopping more in general – are most open to making impulse buys.” What is impulse buying? It’s the buying of goods without planning to do so in advance, resulting from whim or impulse. Psychologists explain that this behavior generally stems from a fear of missing out, as well as loving a “good deal.”
With targeted and personalized email messages to your patients, you can make it easy for those who are inclined to shop online to enjoy the benefits of buying when it’s convenient for them, whether it is a planned purchase of a product or treatment that they have been wanting to get, or an impulse purchase due to a deal they just couldn’t pass up.
Find out how ecommerce can help you cater to your patients’ shopping habits, and increase your revenues today.
Complete the Demo Request form on this page to learn more.