OCLI Vision – Cataract Campaign
Building a conversion-focused landing page for one of NYC's top-rated cataract specialists.
Northeast-based ophthalmology conglomerate, OCLI Vision, wanted to make the most of a PMAX PPC campaign targeting patients actively looking for trusted care with their cataracts.
The ask: a landing page that could take a high-intent click and turn it into a booked consultation.
OCLI Vision is already known as one of the country’s leading eye care groups: Strong social stats (4.7 rating, 20K Google reviews) and their physicians consistently rank at the top of Castle Connolly’s ‘Top Doctors’ list. Awareness wasn’t much of an issue; it was getting visitors to take action on pretty serious issue related to them not being able to see. Plus, this demo skews older, so a big point was modeling the page to communicate a complex issue, simply.
Pain-point messaging: copy was specific and realistic enough for older folks to either have experienced, or see themselves dealing with.
Form and clear CTA
Based on insights captured in past campaigns, site visitors actually responded best to the word ‘Schedule’ as the headline directive to take action over other words like ‘Book’ or ‘Schedule’
FAQ support: We wanted to provided as much upfront info as possible while focusing on pricing (all of us are easily deterred from medical procedures when we don’t know how much the cost/might cost) and other cataract surgery add-ons.
Based on this knowledge, specific insights were used to shape the LP:
Outcomes:
Overall CPL of $26.41, beating the average ophthalmology industry average of $31.
Overall conversion rate of leads hitting page to completing consultation form was roughly 6%