Why Boots Hearingcare listened to Journey Further’s advice on online bookings
Winning Gold at The Drum Awards for Media in the Paid Search category is Journey Further with their work that helped Boot Hearingcare transform booking availability through strategic data-driven digital marketing. Here is the award-winning case study.
The Journey Further team going places with Boots Hearingcare
Business Challenge
Boots Hearingcare came to us with ambitious growth targets. It needed to increase web bookings and optimize adspend without the need to increase investment.
Boots Hearingcare identified that web appointment availability data had the potential to unlock conversion rates – it just needed the right partner to collaborate on the right strategy.
Solution
To track appointment availability, we built a custom ETL application that extracts data from the Boots Hearingcare booking system and uploads to our data warehouse, enabling real-time monitoring and improved awareness of postcode level availability. We monitored appointment availability from its competitors, integrating this information into our data model to evaluate the impact on Boots Hearingcare conversion rates, and provided additional insight to the client.
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Once we’d gathered the data, we used predictive analytics to determine conversion impact: We used predictive analytics tools to quantify the effect of availability on conversion rates. Before live deployment, the model was validated on historical data, proving a low mean absolute percentage error and ensuring high accuracy.
Leveraging our predictive model and a real-time Google Ads API integration, we dynamically adjusted conversion values at the postcode level to optimize bookings and streamline operations. Using the same geospatial visualization technology as Uber, we developed an interactive map for real-time inventory tracking.
Results
The account restructure resulted in 31% surge in bookings and a 20% cost saving in Cost Per Acquisition (CPA). This work exceeded its objectives of scaling PPC performance, whilst maintaining efficiency and and the Boots Hearingcare team were delighted to be equipped with newfound data and live dashboards, empowering them to address and improve areas of stubborn low availability.
Hazel Clark, Head of Demand Marketing at Boots Hearingcare said
“Journey Further’s approach has made a huge difference to our business effectiveness. The activity has driven a significant improvement in the efficiency of our digital marketing and enabled us to drive customers to the right locations whilst also giving us greater visibility of web availability and we’re delighted to be working with them.”
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