Why Are We So Excited About Mobile Marketing?
In case you haven’t heard, we recently relaunched our New Look Now treatment simulation visualizer widget. We’re already very excited about the data that we’ve been seeing surrounding the mobile widget’s usage. Our mobile-adaptive visualizer widget provides our partners with a versatile marketing tool that is proven to create more appointments, decrease no-shows, and improve consultation-to-treatment conversion ratios from visitors on their sites. While the old widget worked well, our latest version provides an engaging app-like experience for users visiting a site via mobile phone or tablet.
Roughly 75% of all of our simulation traffic is now coming from mobile widget usage on our partners’ sites. From that traffic, we are seeing practices bring in averages of $70k-$80k in additional revenue that can be directly attributed to visitors using our mobile-optimized widget. In one practice’s case, the cost per new patient acquisition using our widget was roughly $197 and the revenue brought in from these patients averaged $7,612 per. Even after additional marketing and operational costs are factored in, we can conservatively state that each patient brought in via our widget generated $5k-6k in profit.
So why does that matter to you?
Mobile phones are quickly becoming the ultimate point of contact for marketing to consumers in practically every industry. So, it basically goes without saying that your digital marketing tools need to be mobile-optimized in order to have a real impact. When it comes to the aesthetic enhancement industry, these new age mobile marketing rules are just as applicable. More and more potential new and returning patients are using their phones and tablets as their primary (and often only) means for researching and booking consultations or appointments. The phone is dominating the desktop and your practice’s marketing tools and techniques need to adapt to that.
A Quick Look at the Growing Mobile Trend
2013 marked the first year that average daily mobile media consumption for U.S. adults just barely tied with desktop since the birth of the smartphone. In the two years that followed, mobile usage steadily rose to capture a market share of over 51% of the daily consumption. That was the culmination of a 39% increase within the span of 7 years, from just 12% in 2008. Still, according to a report from Yahoo’s Flurry Analytics, 90% of that mobile media consumption occurs within apps.
So does that mean that all businesses should make apps? Well, no. There’s no data or evidence to suggest that companies will convert more customers (or patients) by forcing them to download an app in order to make a purchase or book an appointment. In fact, most businesses see that the opposite is true. It’s already tough enough for app-related businesses to get users to download their product. With limited time, attention spans, and phone storage space, nobody wants to download something if they don’t absolutely need to. Traditional apps aren’t going to be the future of business-to-consumer communication. Website apps and widgets, however, provide a much more promising point of contact.
While most mobile browsers are underutilized in comparison to actual apps, they are still the primary starting point for consumer-driven mobile research. As is the case with all internet usage, mobile research or search engine usage, is a key component of quality organic and paid traffic to sites. According to a Think Insights report by Google, roughly 81% of all consumer performed mobile research used either search engines or mobile sites as the point of entry. That tells us that while apps are used far more often than mobile internet tools, they are not the primary means for potential customers to interact with businesses.
As a consequence, businesses need to adjust their websites to become more app-like and mobile-friendly. That means adopting mobile-optimized widgets and creating WAPPs (or web-based applications) that work within mobile browsers, yet offer the user an app-like interface with a more engaging user-experience. This is ultimately the direction that mobile marketing is headed in. These types of mobile-friendly widgets require no downloading for the consumer with less programming and bureaucratic app store related issues for the business. At the end of the day, these tools retain the app-like experience while removing most of the headache for both parties involved.
Creating Hybridized, Multi-Platform Adaptive Web Content
Of course, we shouldn’t jump the gun here and start only optimizing for mobile phone usage. A sizable amount of consumer conversions still take place on desktop computers. And the desktop platform isn’t going anywhere any time soon. The goal isn’t to choose one platform over the other, but rather to optimize, hybridize, and adapt to both simultaneously.
Again, that’s where adaptive widgets can come to the rescue. An adaptive widget is essentially a block within a site, typically provided by a third party (like us), that acts as a type of app within the webpage and functions effectively on both desktop and mobile platforms. Implementing these simple bits of code can save you from requiring an entire site-wide redesign, while offering an engaging and user-friendly experience to help boost conversion rates.
Don’t throw the baby out with the bathwater in desperate attempts to reach more mobile users. Stay focused on desktop for your practice's site, but just remember to make room in your marketing toolkit for mobile-friendliness. The best way to ensure this type of cross-platform coverage is to implement adaptive and hybridized tools like mobile-optimized widgets.
Our New Mobile-Optimized Widget Will Be Your Favorite Marketing Tool of 2018
You can anticipate that these mobile trends will continue in this direction as we enter the new year. Over 70% of people in the U.S. own a smartphone, and that number is only expected to increase in the years to come. More smartphone owners leads to more average daily time spent on the phone which leads to more conversions taking place via mobile devices.
With regard to our Treatment Simulation Visualizer, we are seeing roughly 75% of all of our traffic arriving from our partners implementation of our new mobile-optimized widget. In the case of one of our top performing partners, nearly 90% of all of their paid Simulations have come from the use of our widget. With $3550 total spent on our Simulations, this practice has generated over $100,000 in treatment revenue from patients who have used our Treatment Simulation Visualizer. At least $80,000 of that revenue can be attributed to patients who had used our mobile-optimized widget.
As we continued to pour through our data, this mobile-centric pattern became clearer and clearer. In another one of our partner's practices, an estimated $70,000 of their $93,000 in revenue was generated by mobile-based patients using our widget. That tells us that 75% of their patient conversions occurred on a smartphone or tablet. Again, traditional mobile apps aren’t necessary to capture the smartphone and tablet audience if you can implement these types of responsive and adaptive widgets or web-apps.
In a third partner’s practice where roughly 85% of their paid Simulations come through the mobile widget, they've seen a 66% conversion rate with nearly $95,000 in total treatment revenue. That means that at least $80,000 of their revenue was generated by conversions that occurred during their patients’ usage of our mobile widget. Sure, the additional $15,000 in revenue attributed to the desktop-adaptation of our widget are nothing to ignore, but we’re assuming that you’re starting to understand the trend here. Our Treatment Simulation Visualizer is helping practices convert more patients and our newly released mobile-optimized widget is quickly becoming the most valuable point-of-interaction for these patients.
How to Use Our Treatment Simulation Visualizer and Implement Our New Mobile-Optimized Widget
New Look Now’s Treatment Simulation Visualizer is a tool for aesthetic practices to use so their patients can “try on” treatments either in-office or from the comfort of their own homes. We offer highly realistic virtual results with unprecedented turnaround times that have been proven to decrease no-show rates by 85% while increasing consultation-to-appointment conversion rates by over 30%. As you’ve seen from the numbers above, these conversion rates can easily soar past 70%, generating revenue in the ballpark of $95,000 - $100,000 with initials costs in the range of $3,000 or less. We’ve now started to see these conversions rates dramatically increasing with the use of our new widget. Our new mobile-optimized widget allows doctors and practices to add an innovative, user-friendly, treatment simulation experience to their site to bring more patients in and to better convert them once they’re there.
Here is how to get started:
For practices that are just learning of the New Look Now Visualizer and our widget, please click here or call 866-405-7221 for more information regarding pricing simulation packages and partnership deals.
You can also email Ashton Leavitt at firstname.lastname@example.org, one of our Senior Account Executives, for questions or concerns regarding our simulation packages and the implementation of our widget.
For our current partners who haven’t started using the new widget yet, please call 866-405-7221 or email@example.com for detailed instructions on how to properly install the widget on your site.
(Mobile Data Courtesy of Smart Insights)