Health & beauty in digitalFrom nutritionists and physios to salons and massage parlors, the health and beauty industry is extremely diverse. However, these businesses all have one thing in common: Making the customer feel good about themselves. Making up every product and service dedicated to helping us feel and look our best, your number one priority is focusing on the customer’s needs and delivering them an experience unparalleled anywhere else.Beauty is only as deep as the customer experience, so it’s important to be thinking about the customer at every stage, starting with where they’ll engage with your brand for the very first time - your website. If you think about it, a business website is effectively an online shop front. So having an attractive website that works well is vital for any successful business in the health and beauty industry. Benchmarks for health & beautyBut it’s hard to measure the success of your website when you don’t know how you fare against other businesses in your industry. Here’s some benchmarks for website landing pages so you can make meaningful comparisons between your results and those of your competitors:Lead generation conversion rates According to the Unbounce Conversion Benchmark Report, health had some of the lowest overall conversions rates of any industry looked at. In fact, 45% of marketers in the industry reported at least one page that converts less than 1.4% and saw an average of 1,122 missed conversions in the last quarter. So with a best conversion rate of 9.3% and median conversion rate of 2.9%, if you can get anywhere around a 5% conversion rate for your landing pages, you’re doing really well. Furthermore, if your page has a conversion rate above 9.3%, you’re already beating 90% of your competitors’ pages.

Credit: Unbounce Conversion Benchmark Report

And the best way to make sure you’re landing pages are converting? By employing strong digital marketing strategies to work with your website. Strategies for health & beauty Having a digital marketing strategy is an important part of any business’ growth plan. Digital marketing isn’t just about attracting new customers - it can also streamline your communication channels so you can remain competitive and relevant to a growing online audience. Here’s some of the digital marketing strategies that health and beauty businesses can use alongside their website to engage your audience:

1. Managed Facebook page: Facebook can serve businesses well if done correctly. With a total of around 60% of the country’s population active on Facebook and 50% logged in at least once a day, Facebook users in Australia are some of the most prolific in the world. This makes Facebook a great way of engaging your target audience where you know they’ll be.
2. Facebook & Instagram advertising strategy: Never in the history of marketing have we had such a targeted access to the public. Over half of the country are now active on Facebook and now we know exactly who these people are - from how old they are to where they’re situated to what brands they like.
3. Search engine optimisation: SEO is critical for any business’ success, ensuring your website appears in the Google search results for not only your business name, but location related searches and specialised services.
4. Analytics and reporting: Analytics and reporting can be the difference between the success or failure of your digital marketing efforts. So if you want to see a higher return on investment, analysing your digital activity is vital to the ongoing success of your business.

To learn more about optimising your digital assets for online success, have a chat to Bang Digital today.