Parallax Thinking / Marketing intelligence
A private dental practice
Twelve months, before and after Parallax
The mismatch · traffic
The website got busier for six months, then we made it quieter.
Monthly sessions
The mismatch · conversion
Yet the share of visits that became an enquiry fell the whole time, then climbed.
Conversion rate, percent
The reveal
What the ad platform reported, against what the booking system showed once we wired it in.
The platform counted 259 enquiries. Only 40 became patients, each worth about £310.
The funnel · where it leaks
Enquiry to consultation to patient. The amber step is where the value escapes.
Where the money went · cost per patient
Cost to win a patient by channel, against what a paid patient is worth. Paid towers over the line.
Ad spend · monthly
High and swinging through the before period, then cut. The worst-value month is in amber.
Total ad spend per month