Custom Calculator to Determine LASIK Cost
434 Marketing has been privileged to serve the great team at Piedmont Eye Center for a while. Several months ago during one of our strategic marketing meetings with their CMO, we presented a campaign idea to help consumers better understand the cost of Lasik.
Rather than linking to another site, we developed a customized calculator that would live on the Piedmont Eye Center website. Creating our own calculator allowed us to have control over the categories that went into it, keep all traffic on the Piedmont site, and allowed us to create a more focused campaign around the calculator once it went live.
The calculator collects the necessary information needed: age group, the type of contacts being used, what percentage a user’s insurance would cover, how many months they want to pay it off in, and the amount of a desired down payment.
Once the calculator was added to the site, we launched a small campaign around it. This included the following components:
- A Google AdWords campaign around related keywords. The AdWords campaign ran from August 25-September 9, finishing with a 7.86% click through rate.
- A Facebook Ad campaign that ran from August 23-30, getting 35,128 impressions and a click through rate of 2.61%.
- Ongoing social posts on Facebook, Twitter, and Instagram to drive traffic to the landing page.
- A “Request Appointment” form unique to the calculator landing page to capture and more effectively measure the conversions that occurred due to the calculator.
Piedmont Eye Center
For over 42 years, Piedmont Eye Center has been a trusted name in eye care in the Central Virginia area. With eight eye care specialists, Piedmont Eye Center is Lynchburg’s largest ophthalmology center.
Shannon Leedy / Piedmont Eye Center
“Is investing in a new website a significant cost? Absolutely. But in a time when clients are spending 4+ hours a day on the internet and trust social media and placement ranking more than they trust an other form of marketing, the cost is necessary. If you want business growth and to stake your claim in the marketplace, I would spend my money here rather than anywhere else. That is exactly what we did and we are thrilled with our outcome. We don’t regret a dime spent with the team at 434 Marketing. And I look forward to a long road ahead with them.”