Caterna | Updates

By Jana Frömke

Successes and Potential for Optimization after the First Marketing Test Phase

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Dear Companists,

In this update, we would like to give you a short overview of our current marketing projects.

As you already read in the other updates, we have spent the past weeks busily creating and implementing new concepts. The aim was to increase direct online contact with potential patients and their parents.

 

Our Premise

Today, many people look for information about diagnoses, possible therapies, and aids online. We want to make more use of this. Usually, people first turn to Google or another digital search engine.

This, of course, gives us the opportunity to address interested people directly with targeted ads. In this first test run, we concentrated on Google Ads and created corresponding campaigns for suitable keywords such as amblyopia, visual training, strabismus, eye patches, or visual exercises. We also created a new landing page that is geared towards conversions, as the existing Caterna website has not yet been optimized for this purpose.

 

A Brief Interim Result

Today we would like to present you a brief interim result based on the results of the last tests. We have already succeeded in reaching the first parents directly online and converting them to interested parties with the new advertisements and campaigns.

Since Caterna Vision Training requires a doctor's prescription, we always have to plan a few weeks between the first contact and the final conversion to a paying customer. For this reason, we will only be able to tell you what will happen to the conversions achieved so far once the remaining process has been completed - but we are working hard to optimize and digitize this process as well (Update 15). We are not yet completely satisfied with the overall conversion rate, but we see a lot of potential for improvement.

 

Optimize, optimize, optimize

Of course, we would like to tap into this potential for improvement already. Thanks to the ads we have placed so far, we already have a better understanding of which ads and keywords perform well. However, the tests of the last weeks have also shown that we have to continue to optimize our landing pages. At the moment, too few visitors who arrive at the landing page continue to click on the second page.

We will now analyze and adjust the address and the informational content of the page based on our findings to date. Once we have done this, the second step will be to adjust the campaigns accordingly. We also hope that these refinements will bring the cost-per-order (CPO) to a lower level.

All in all, these initial tests make us confident that we are on the right track with our online marketing measures. We will keep you up to date!

 

Best greetings,

Jana Frömke



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