Aestra
HEALTH & WELLNESS
Navigating a Competitive Landscape
This med spa was bought over in August, 2023.
Located in Bangsar Village, with over 10 direct competitors within a 1-2 km radius, Jaycee, the operator of the business understood the challenges she had to overcome in order to stand out from the rest.
She invested heavily in content and marketing agencies, unfortunately with very little results to show for it.
That being said, her trust in the process paired with understanding the importance of digital marketing led to her decision to work with us in March, 2024.
After identifying her main challenges (bring in new customers + increase revenue in the business), we put together a strategy that would help Aestra differentiate from competitors, thus attracting new customers to the outlet.
OUR PROCESS
Phase 1: Fixing Meta Campaign Structures
We started off by restructuring their Meta ad account.
The problem with the account was that the objectives previously set were for everything except sales.
By implementing our campaign structure changes, we immediately saw a 93% reduction in CPL.
OUR PROCESS
Phase 2: Creating Profitable Landing Page Funnels
The next problem we had to solve was a massive lead quality issue.
With consistent leads now coming in, we found that Aestra’s sales rep was wasting a lot of time having to filter and qualify leads.
To solve this, we decided to add a filtering step in the funnel.
Instead of directing traffic from ads straight to WhatsApp, we introduced landing pages that traffic is now directed to.
If someone showed genuine interest, instead of clicking a button to WhatsApp, they had to fill out a form in order to get in touch with us.
This doubled CPL, but has helped tremendously to enable the sales rep to spend more time on qualified prospects, thus improving overall conversion rates.
Once we’ve identified that the landing page funnel was bringing in customers profitably/at breakeven, we proceeded to create additional landing page funnels based on treatment type.
This helped us unlock multiple opportunities to bring in different types of customers.
The next problem we had to solve was a massive lead quality issue.
With consistent leads now coming in, we found that Aestra’s sales rep was wasting a lot of time having to filter and qualify leads.
To solve this, we decided to add a filtering step in the funnel.
Instead of directing traffic from ads straight to WhatsApp, we introduced landing pages that traffic is now directed to.
If someone showed genuine interest, instead of clicking a button to WhatsApp, they had to fill out a form in order to get in touch with us.
This doubled CPL, but has helped tremendously to enable the sales rep to spend more time on qualified prospects, thus improving overall conversion rates.
Once we’ve identified that the landing page funnel was bringing in customers profitably/at breakeven, we proceeded to create additional landing page funnels based on treatment type.
This helped us unlock multiple opportunities to bring in different types of customers.
OUR PROCESS
Phase 3: Ongoing Landing Page Optimisations & Creative Testing
With the landing page funnels converting at a much better rate, we began our creative testing process.
Our initial test was to identify the best converting creative formats such as:
- Videos
- Carousels
- Statics
- Videos
- Carousels
- Statics
Videos produced winning results for us, and now we’re actively scaling variations of this format.
We’ve deprioritised carousels and statics, utilising these formats as more efficient, low cost methods of testing new marketing messaging and angles.
Results
Before XELAH
Aug ’23- Feb’24
RM100k
Total Revenue
56%
of revenue came from friends, family & referrals
RM239
CPL
After XELAH
Mar ’24 – Oct ’24