My FootDr is Australia’s largest podiatry group with over 97 clinics nationwide. Every clinic is equipped with state-of-the-art podiatry equipment and they take a sophisticated approach to delivering world-class podiatry care. My FootDr requires a comprehensive and localised digital strategy to ensure that they can capture bookings and support their extensive network of clinics.
My FootDr has set us a challenge to increase new customer bookings by 10% each financial year. Our approach is to continually strengthen My FootDr’s organic search presence to bring new patients to the website, while enhancing the onsite user experience to convert more traffic into patient bookings and calls.
When My FootDr first engaged our digital experience team in December 2019, it was attracting plenty of traffic to its website for informational searches, such as ‘is it normal to wake up with sore feet?’ However, visitors were leaving quickly. We needed to start attracting higher intent traffic to the website by ranking for local clinic searches, as well as making the path to booking more clear and compelling so that we could convert visitors that may not have decided to see a podiatrist yet.
Click through rates increase exponentially as a page inches up towards position one. So, to create an uplift in site traffic quickly, we set up data visualisations in Google Data Studio, to identify service landing pages that were on the brink of ranking well for high click opportunity keywords. We rolled out content optimisations and added frequently asked questions on identified high priority pages that had a strong opportunity to attract clicks for high intent, local search terms. The majority of My FootDr’s traffic also comes from mobile devices and we set up a robust CRO testing plan to enhance the mobile user experience. We increased site engagement and bookings by testing call to action buttons and click to call prompts that stood out clearly and could be easily accessed from all pages.
Increase in organic traffic (Dec-19 vs Sep-20)
Increase in conversion rate (Dec-19 vs Sep-20)
Increase in patient bookings (Dec-19 vs Sep-20)
By driving more traffic to key treatment, service, and clinic pages, as well as continuous CRO testing, we have seen a significant increase in patient bookings across organic and all other digital channels.
When we first briefed our Account Manager Liam, we knew what we needed, but we just didn’t know how to get there. With a fresh perspective, Liam has taken the My FootDr website to new heights (quite literally), and gone above and beyond to provide recommendations that have not only contributed to the optimisation of our original goals, but also the fundamentals of our user experience and much more. Alpha Digital isn’t just an agency, they’re an extension of our team and our collective innovation.