Onsite Maßnahmen und Facebook-Integrationen zur Steigerung der Conversion

Werbeplanung.summit 04.07.2014

Sie werden Augen machen! ;-)

Werbeplanung.summit 04.07.2014

1 Intro Health Care Case „Eye-Clinic Svjetlost“

ABOUT OUR CLIENT SVJETLOST

GOALS of the new design

2 Case “appointment for examination”

Media

•  Facebook

•  Page posts, community management, App contest, Booking for appointment,

page advertising

•  Two countries ( Croatia, Bosnia and Herzegovinia) > 189.969 fans

•  Newsletter campaign

•  Monthly newsletter > 37.000 e-mail addresses •  YouTube advertising

•  Video stories about doctors and surgery procedures •  Google Ads

•  Printed brochures - 5000

Campaign – Book your appointment for examination

Different target

groups:

1.  “no money”

2.  “no time”

3.  “I’m afraid”

AB testing > custom audience “no money”

AD2  AD1  

Communica.on:      -­‐  AD1  communicate  price  from  1€  per  day  for  new  life  without  diopter    -­‐  AD  2  communicate  price  from  25€  per  month  for  new  life  without  diopter  

AB testing - results

AD2  -­‐  results  

AD  1  Reach:  311  076  Total  spend:  304€  Orders  for  eye  surgery  review:  16  Value  of  review:  80€  1280€  -­‐  final  value  

AD  2 Reach:  384897 Total  spend:  310€ Orders  for  eye  surgery  review:  61 Value  of  review:  80€ 4880€  -­‐  final  value

AD1  -­‐  results  

AD – for custom audience group – we don’t have time for surgery

AD  1  Reach:  501  147  Total  spend:  501€  Orders  for  eye  surgery  review:  77  Value  of  review:  80€  6160€  -­‐  final  value  

AD  1  Reach:  420  477  Total  spend:  500.22€  Orders  for  eye  surgery  review:  41  Value  of  review:  80€  3280€  -­‐  final  value  

AD - for custom audience group – we are afraid of operation

Experience  of  our  fans  -­‐  communica.on  

AD    Reach:  638  000  Total  spend:  511€  Orders  for  eye  surgery  review:  102  Value  of  review:  80€  8160€  -­‐  final  value  

Campaign – Newsletter example

This  campaign:    Open  rate  36,5%  click  rate  7,3%    In  average  (all  NL):    open  rate  9%  click  rate  0,5  –  1%  

Analytics of contact form “appointment for examination” (April 2013 – today)

Analytics of contact form “appointment for examination” (April 2013 – today)

Analytics of contact form “appointment for examination” (April 2013 – today)

3 Some FB App Examples

Facebook App “Smile”

App  rules:      Play  and  win  the  laser  eye  surgery.    How  to  play:    you  have  10  seconds  to  choose  the  correct  blurred  subject  out  of  5  possible  answers.    Winner  is  the  fastest  player  with  the  highest  score.    Time  of  applica.on:  3  weeks    Google  Analy.cs  Visits:  14  200  Unique  Visitors:  9,900  Pageviews:  117  193  Avg.  Visit  Dura.on:  00:04:11  Bounce  Rate:  4.47%  %  New  Visits:  37.21%        

Facebook Contest App “Smile”

Facebook Contest App “Lasermania”

App  rules:      Play  and  win  the  laser  eye  surgery  and  discounts  for  examina.ons.    How  to  play:    user  needs  to  strike  eye  glasses  or  contact  lenses  with  a  laser  pointer.    Winner  is  the  fastest  player  with  the  highest  score.    Time  of  applica.on:    4  weeks    Google  Analy.cs  Visits:  22,630  Unique  Visitors:  8,862  Pageviews:  59,815  Pages  /  Visit:  2.64  Avg.  Visit  Dura.on:  00:14:27  Bounce  Rate:  2.93%  %  New  Visits:  36.84%      

Facebook App “Smile”

Facebook App “Smile”

ZAGREB

VIENNA

OFFICES

BELGRADE

MOSTAR

Partners

www.degordian.com | www.facebook.com/degordian | www.twitter.com/degordian | linkedin: http://bit.ly/degordian

Danke für den schönen Augenblick!

Mag. Karl Macku COUNTRY MANAGER DEGORDIAN AUSTRIA

karl.macku@degordian.com | +43 664 4622424 | www.xing.com/profile/Karl_Macku

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