ImuPro Food Intolerance Testing

Background

ImuPro is a niche medical services company providing specialised food intolerance testing to people suffering from a range of medical conditions, from eczema to obesity.

Although the ImuPro test is unique in the Australian market, one of their key marketing challenges is cost-effectively identifying people who may benefit from the test.

While the Internet had shown great potential as a marketing tool, the ImuPro team were looking for ways to control costs (especially Google Adwords) and gain access to more accurate metrics to guide future marketing investment.

Objectives

1. Optimise Pay Per Click (Google Adwords) campaigns to reduce cost-per-enquiry and maximise lead volume.
2. Redesign website to reflect brand objectives and promote higher onsite conversion
3. Streamline online e-commerce ordering process.
4. Access reliable marketing metrics to facilitate testing and optimisation.

Processes used to achieve objectives

1. Rebuilding of Google Adwords account, including advanced keyword research, ad writing, conversion tracking and testing.
2. Revision of website copy and conversion process to boost onsite conversion.
3. Introduction of new lead generation approaches including a pre-qualification questionnaire and Click-To-Call functionality.
4. Integration of improved e-commerce payment gateway to streamline online orders.

Results

• More leads generated on less than half of previous Google Adwords budget.
• Enhanced website look and feel, reflecting the client's branding objectives.
• Ability to capitalise on a nationally televised PR piece, driving over 200 new leads via the web.
• More direct sales on the website.

This Marketing Case Study has been approved
by ImuPro food intolerance testing