Leaping Kids

We started with Google search ads and initially achieved one conversion per fortnight. By carefully analysing the terminology used by our target audience, we noticed that the language parents and caregivers used when searching for paediatric physiotherapy services was quite specific and different from general medical searches. For instance, instead of using broad terms like “physiotherapy for children” or “NDIS physiotherapy services”  they often searched for specific conditions such as “cerebral palsy physiotherapy” or “Physiotherapy for autism”. For recognising this nuance, we refined our keyword strategy to incorporate these specific phrases, ensuring our ads appeared in the most relevant searches. We also expanded our keyword list to include long-tail keywords, which are less competitive and more cost-effective, yet highly targeted. This strategic adjustment allowed us to reach the right audiences who were actively seeking the specialised services that Leaping Kids offers, thereby improving our click-through and conversion rates.

As we faced the uphill battle of high cost per click, we needed to ensure that the landing pages we created were perfectly optimised to increase our chances of converting anyone who clicked through, thereby achieving the best return on ad spend (ROAS). For this, we needed in-depth analysis of the user experiences on the landing pages so that we could make data-informed decisions. In this case, we utilised tools like Microsoft Clarity, which was instrumental in identifying and addressing specific pain points in the user journey. By analysing user session recordings and heatmaps, we were able to see exactly where users were dropping off or experiencing confusion. For instance, we noticed that many users were not progressing past the homepage due to a lack of clear navigation options and calls to action. Armed with this information, we undertook significant website optimizations.

We started by creating more personalised landing pages that prominently featured Natasha, leveraging her credibility and connection with the target audience. These landing pages were designed with engaging visuals and compelling content that highlighted Natasha’s expertise and the unique services offered by Leaping Kids. We also optimised the layout to make information about the conditions treated by Leaping Kids easily accessible. This involved organising content into clear, distinct sections with straightforward headings and concise descriptions, ensuring that parents and caregivers could quickly find relevant information without feeling overwhelmed.

Furthermore, we streamlined the contact process to ensure users could easily reach out to the team. This included adding prominent contact buttons and forms on every page, reducing the number of steps required to make an inquiry. We also implemented live chat functionality to provide immediate assistance to visitors, addressing their questions in real time and improving overall user satisfaction. These combined efforts led to a more intuitive and user-friendly website, which not only enhanced the overall user experience but also significantly improved conversion rates.

We started by creating more personalised landing pages that prominently featured Natasha, leveraging her credibility and connection with the target audience. These landing pages were designed with engaging visuals and compelling content that highlighted Natasha’s expertise and the unique services offered by Leaping Kids. We also optimised the layout to make information about the conditions treated by Leaping Kids easily accessible. This involved organising content into clear, distinct sections with straightforward headings and concise descriptions, ensuring that parents and caregivers could quickly find relevant information without feeling overwhelmed.

Furthermore, we streamlined the contact process to ensure users could easily reach out to the team. This included adding prominent contact buttons and forms on every page, reducing the number of steps required to make an inquiry. We also implemented live chat functionality to provide immediate assistance to visitors, addressing their questions in real time and improving overall user satisfaction. These combined efforts led to a more intuitive and user-friendly website, which not only enhanced the overall user experience but also significantly improved conversion rates.

Through our strategic interventions in Google Ads and CRO, Leaping Kids has seen substantial growth, transforming their online presence and increasing their capacity to help more children. The ongoing SEO efforts and CRM implementation will further bolster their mission, ensuring sustained growth and impact.