Results of implementing speech analytics and website optimisation
Graph screenshots:
Website:
Industry:
Medicine (dentistry)
Location:
Moscow
Geography:
Russia
Project start:
2023
Result:
sales conversion increased from 5% to 9.5%
Result:
website conversion increased 3.5 times
Result:
attracted 298 new applications
Reducing operational workload to test new development strategies
1
Implement CRM to automate and track applications
2
Set up end-to-end analytics across all channels
3
Optimise sales department performance
4
Make processes transparent and measurable
5
Attract new clients through digital channels
4 key challenges at the start of the project
Dependence on Personal Connections
Client base formed only through acquaintances and doctor's reputation.
Website Didn't Attract New Patients
Web resource wasn't adapted for converting visitors into clients.
No Sales Regulations
Department worked without scripts or procedures, losing potential clients.
Low Manager Engagement
Staff weren't motivated for active service sales.
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Stages of work carried out by the team to achieve the objectives
- Stage 1. Market, competitor and business economics analysis
Conducted market, competitor and clinic economics analysis for 3/6/12 months
Defined the marketing unit (funnel: market × traffic × converter × sales department × finances)
Identified key KPIs: website conversion (≥1%), sales conversion (≥3%)
Selected high-margin services for promotion: braces/aligners, veneers, implants
Identified audience triggers: dissatisfaction with appearance, acute pain, search for "the right doctor"
Stage 2. Defining high-margin services and audience triggers
Identified three key services: braces and aligners, veneers, implants. Defined triggers: dissatisfaction with appearance, advanced dental issues. Established key selection criteria: guaranteed results, technology, team expertise.
- Stage 3. Work plan development
Make website improvements to increase conversion to ≥1%
Implement amoCRM to track sales conversion
Set up end-to-end analytics to evaluate channel effectiveness
Launch targeted, contextual and marketplace advertising on VKontakte
Stage 4. Implementing end-to-end analytics
Connected Alytics (traffic analysis) and Nemind (sales department analysis)
Set up call tracking to monitor call sources
Introduced application quality classification (A/B/C):
A – has budget, need and urgency
B – has budget and need
C – has need only
Set up dashboards for monitoring:
By managers (individual conversion rates)
By services (LTV, cost per application)
By advertising channels (ROI, effectiveness)
Stage 5. Website redesign
Rebuilt pages based on JTBD.
- Added:
Unique selling propositions and clear CTAs
Application and callback forms
Reviews, FAQ, "About the clinic", "Doctors", "Pricing" pages
Chat widget and pop-ups to retain traffic
Conducted 10+ client interviews and analysed 100+ behaviour recordings
Improved visuals: replaced photos of the chief doctor, updated the homepage
Stage 6. Sales department setup
Configured amoCRM: integrated with website, social networks (VK, WhatsApp, Telegram), and email
Conducted time audit of administrators: identified that 50% of their time was spent on routine tasks rather than sales
Implemented Sipuni + Call tracking:
Call distribution among managers
Auto-responders for missed calls
Call recording and analysis
Developed sales scripts and trained the team
Results of the work carried out
Thanks to the implementation of end-to-end analytics, website optimisation and sales department setup, we built a transparent sales funnel, significantly increased the number of applications, while reducing time spent on routine tasks.
3.5x website conversion growth
From 1.2% to 5% on organic and up to 8% on paid traffic
+90% sales conversion
Increase from 5% to 9.5% with zero initial process setup
298 new applications
Attracted 298 quality leads and 38 premium procedures
100% sales transparency
Implemented CRM, scripts, call tracking and employee analysis