Case Study: Home Sleep Delivered

The Challenge:

Client’s main goal was to sell CPAP machines and accessories. Needed to capture leads early in the conversion process by making them realize they may have sleep apnea and to order a home sleep test. From there the lead was much more likely to convert into a customer if they tested positive.

Strategies:

• Paid Search campaigns and SEO strategies targeting keyword searches for “how to stop snoring,” “my spouse snores,” “restless sleep,” etc., and drive them to the Sleep Epworth exam landing page.
• Upon completion, user is entered into email automation with the goal of getting them to order a home sleep apnea test.
  • Email with their Sleep Epworth results sent to them with attachments for a further explanation of their score, a letter to their doctor and a home sleep test order form – both of which they could print out and bring to their doctor appointment
  • Once a lead completed a sequence of steps, they were marked as a “hot” lead and client was tasked to call them within 24 hours.

Results:

• 290 leads
• 22.53% conversion rate on Sleep Epworth exam landing page
• 66.7% email open rate
• 22.53% click-through rate