Optimizing Conversion of Aesthetics Promotions With Online Purchasing

Online spend per session by hour of the day

Getting the most out of aesthetics promotions

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.

Online spend per session by hourView the full-size Infographic: Online Spend Per Session by Hour of the Day

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.

The Coolest Landing Page

coolsculpting lead management

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.

coolsculpting landing page

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.

track coolsculpting leads

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.

sales email templates

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.

CoolSculpting Quoting Tool

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.

CoolSculpting Lead Management Analytics

Final Thoughts

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.

Aesthetics Specials and Promotions Every Month: Done!

monthly aesthetics promotions

Are you offering monthly aesthetics specials and promotions in order to increase patient engagement and attract new patients to your practice?

If so, how are you promoting your monthly specials and giving your patients a chance to learn about and purchase your specials? Maybe you have a specials page on your website, and/or are sending regular marketing emails. We have worked with hundreds of aesthetics practices and have developed a system that can simplify monthly promotions and maximize revenues from monthly specials.

Any practice that sees value in offering aesthetics specials to their patients should consider the following:

  • Are you able to keep a page on your website updated every month with your current promotions?
  • Are you providing purchasing choices and convenience to your patients in order to maximize the uptake and effectiveness of your specials?
  • Are you using attractive and professional graphics and robust, useful information on your specials web page?
  • Are you offering online purchasing of the specials, enabling patients to follow through with the purchase when your office is closed?
  • Do you have compelling verbiage to encourage the sale?
  • Are you sending beautiful and responsive promotional emails consistently?

If you answered NO to any of these questions, you’re losing a big opportunity to engage and retain your patients. Until recently, DermPRO, the leader in e-commerce for aesthetic practices, only provided monthly promotions to those practices with an ecommerce store. But now ANY aesthetics practice can benefit from letting DermPRO give your monthly specials the professional edge.

aesthetics specials page and promotions

DermPRO’s Specials Page and Promotions service is the first service that addresses the key shortcomings and challenges of running monthly promotions. DermPRO will build and maintain your specials web page and configure it with professional graphics and on-line purchasable items, and optionally design and create your promotional emails.

This service works with any website, and has no setup fees or long-term contracts. Have your promotions ready to go in 1 week!

Complete the Demo Request form on this page to learn more.