How Han Sport & Spine Achieved a 172% Conversion Surge and Cut CPA by 97%?

People trust Han Sport & Spine in Rockville, Maryland, for all of their pain management and rehabilitation needs. Their professional staff makes care plans for each patient that are unique and meet their needs. They are experts at helping people with sports accidents, back problems, and long-term pain. People can get their movement back, improve their ability, and live pain-free lives at Han Sport & Spine by using cutting-edge methods and putting the patient first. Their dedication to quality and new ideas has made them a popular clinic for people looking for long-lasting ways to deal with pain and heal from injuries.

Increasing Clinic Footfalls

Han Sport & Spine aimed to attract more patients to their Rockville clinic. However, their existing marketing efforts struggled to generate sufficient foot traffic, limiting their ability to expand their patient base and reach new audiences effectively.

 

Boosting Online Appointment Bookings

With a growing demand for online convenience, the clinic sought to increase the number of appointments booked through their website. However, the online booking system was underutilized, as potential patients found it difficult to navigate or lacked the necessary motivation to convert.

 

Non-Optimized Website with Missing Information

The clinic’s website was not fully optimized for performance. Critical elements like service details, clear calls-to-action, and user-friendly navigation were either missing or poorly implemented. This made it challenging for users to understand their offerings, reducing engagement and trust.

 

Lower Conversion Rates Across Campaigns

 

Existing marketing campaigns did not deliver the desired results. The conversion rate across different channels was significantly lower than expected, pointing to ineffective targeting, messaging, or optimization strategies.

 

High Cost-Per-Acquisition (CPA)

 

The cost of acquiring new patients through paid advertising was unsustainably high. The clinic faced challenges in balancing their advertising spend with the returns, requiring immediate adjustments to their campaigns and bidding strategies to make them more cost-effective.

Search Campaign with Intent-Focused Keywords

 

Leveraging Pay Per Click Marketing, we created a search campaign targeting long-tail and intent-focused keywords. This ensured we reached users actively seeking sports injury treatments and pain management solutions, driving more qualified traffic to their website.

 

Landing Page Optimization

 

Their landing pages were optimized with a focus on conversion. Essential attributes like service descriptions, user-friendly layouts, and prominent CTAs were added. These improvements aligned with the principles of WordPress SEO service, enhancing both functionality and user experience.

 

Ad Variations for Better Insights

 

Multiple ad variations were developed to assess their effectiveness. This allowed us to identify what resonated most with the target audience and refine messaging for maximum impact.

 

Bid Adjustments Across Devices

We implemented bid adjustments tailored to device performance. Mobile-specific optimizations ensured the campaign capitalized on users scheduling appointments through mobile devices, a key aspect of PPC

 

Ad Copy Optimization for Engagement

Ad copies were updated regularly, integrating USPs, targeted keywords, and festive or special offers. These updates enhanced ad relevancy, improving engagement and click-through rates (CTR).

Daily Negative Keyword Management

To filter out irrelevant traffic, negative keywords were added daily. This practice maximized the campaign’s efficiency and ensured a better return on investment.

 

Bidding Strategy Refinement

The campaign initially ran with a “maximize clicks” strategy to drive high-quality traffic at lower CPC and CPA levels. Once sufficient data was gathered, we transitioned to a “maximize conversions” approach, significantly boosting the overall conversion rate.

 

Keyword Performance Optimization

Non-performing keywords were removed, while high-performing search terms with service intent were added. A mix of phrase match and exact match keywords ensured precise targeting.

 

Incorporating Ad Extensions

Location, call, and sitelink extensions were added to the ads. This improved reach, increased CTR, and drove more local traffic to the clinic.

 

Conversion Tracking Updates

 

Conversion tracking was updated and corrected to capture all goal completions, ensuring no potential opportunities were missed.

 

Optimized Ad Scheduling

 

Ads were scheduled to run during working hours, focusing on peak times. Non-performing hours were excluded to optimize ad spend and improve engagement rates.

 

Audience Segmentation for Targeted Reach

 

Relevant audience segments were added to target users with higher conversion potential. This step ensured that campaigns connected with a highly engaged audience, increasing leads and appointment bookings.

• 84% increase in overall conversion rate
• 172% increase in conversions
• Cost per acquisition reduced to 97%
• Achieved 14% CTR goal
• 44% increase in phone call conversions