OCLI Vision – Cataract Campaign
Building a conversion-focused LP that older folks trust.
Northeast-based ophthalmology conglomerate, OCLI Vision, wanted to make the most of a Google pay-per-click campaign -- targeting patients that were seriously considering cataract surgery, but wanting to speak with a qualified specialist first.
OCLI Vision was 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. Although people knew of OCLI Vision in the larger world of ophthalmology, the campaign still needed to get people to trust them and, ultimately, to take action on a serious issue related to them not being able to see. This demo also skewed older so a big point was modeling the page to communicate a complex health issue in a way that any person in the target demo could understand.
Based on this, we used the below insights to shape the LP:
Pain-point messaging: specific and real enough situations for older folks to either have experienced, or see themselves dealing with
Social proof: use of public / transparent stats to help boost confidence and trust; placement that’s not only above fold, but is intentional in the larger flow of the page.
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 (we know that people are easily deterred from medical procedures when they don’t know how much it’s going to cost/might cost) as well as other cataract surgery add-ons
CRM form and clear CTA
Outcomes:
Overall CPL (90 days) of $78
CPC of $19
Overall rate of leads hitting page to completing CRM form = 7.8%