How we doubled organic appointment
bookings with Specsavers

DOUBLED THE NUMBER OF ORGANIC APPOINTMENT BOOKINGS

INCREASE IN GLAUCOMA RELATED KEYWORDS

INCREASE IN ORGANIC TRAFFIC TO GLUCOMA PAGES

Specsavers Optical Group is a multinational optical retail chain, with the largest market share of optometrists in the UK.

One of Specsavers’ ongoing brand goals is nurturing the perception of being eye health experts. Not only to maintain market share through online eye health education but to ultimately grow the volume of appointments booked through their website.

Here’s how we did it

THE RESULTS

 

147% increase in organic traffic to glaucoma​ pages during 2019

90% increase in glaucoma​ keywords

Organic eye test appointments doubled

Time on site increased by 70%

Pages per session increased by 50%

These results were achieved purely through developing a suite of editorial content that the website and the wider online healthcare space lacked, highlighting the power of a well-written and researched piece of content.

Key highlights include:

In addition to organic traffic and appointment booking improvements, on-site engagement boosted significantly:

  • Time on site increased from 1m 30s to 2m 30s
  • Pages viewed per session increased from 2 pages on average, to 3
  • Bounce rates dropped from 56% to 47%

These results were achieved purely through developing a suite of editorial content that the website and the wider online healthcare space lacked, highlighting the power of a well-written and researched piece of content.

What the client said

“I’ve had the pleasure of working with Simon and the Curated team since early 2015 and in the last five years we have forged a close professional relationship based on their approach and competency in understanding business needs and getting things done well. Whilst Curated are a full-service agency and have previously supported me on paid and organic search, they initially made waves at my former employer with a meticulous approach to guiding content strategy through qualitative insights.Together, we’ve spent the last year working on various content initiatives across all of the various businesses within Specsavers, firmly cementing Curated to our agency roster. Most recently, Simon, Dave and the team have gone above and beyond with contributing to our ongoing strategy discussions, championing not just content but an insight-centric approach to all of our digital output.Put simply: Curated know what they’re doing and quickly get to the heart of any problem put in front of them. “

Adam Kennedy - Senior Digital Marketing Manager — Specsavers

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