Online Traction

Before working with Online Traction, our clients (plastic surgeons in Colombia) had never received client leads from their website. Having spent a lot of money on traditional marketing channels (including print, radio and television) they had become frustrated not only by the lack of new business but also with the fact that they could not measure the effectiveness of these traditional media channels.

In discussions with the surgeons at doctortriana.com we agreed that the site needed to be upgraded to reflect a fresher, clinical aesthetic and an appearance that did not alienate men or non-spanish speakers, both of which constituted a significant segment of the target market. We agreed that the old site had become dated and unconvincing and needed to be completely redesigned. We discussed a methodology to determine what information needed to be presented to aid the decision making process of the target market. We prepared an exhaustive questionnaire and spoke to different personnel at the clinic to discuss the surgical procedures, as well as common questions and concerns of the patients.

We designed a wireframe website model that would radically improve the quantity and quality of text. The new site would contain more text that was persuasive, that used targeted keyword phrases (identified by keyword research) and most importantly text that actually addressed the concerns and interests of the target audience.

We analyzed the business and performed persona-based analysis, which is to say we identified 5 principal client types and outlined the decision-making process used by each client during the selection of a plastic surgeon. For each persona we identified the concerns (value, security, reputation etc.) and developed content that addressed such concerns to facilitate and streamline the decision-making process. We actually did this analysis in both English and Spanish because we found from our client interviews and questionnaires that each language/cultural audience required were interested in quite distinct information.

In terms of client engagement we implemented two new features: toll free numbers and ‘Live Chat’. These new features facilitate the ‘fast answers now’ need of many clients and which would capitalize on the momentum created on the site in terms of website visibility, persuasiveness, and ‘take action now’.

We also applied a traffic measurement system that integrated with other marketing channels (e.g. banners in newspapers)and within this a series of goals. With this data we can test the effectiveness of changes in text, graphics and navigation (multivariate testing).

Download the 9-page report (PDF format: 1.3MB).