Mayfair Aesthetics
Health & beauty clinics
A London chain of four clinics offering laser hair removal and skin treatments, competing on quality and award-winning service.
Why this brief existed.
Mayfair Aesthetics runs four small clinics in London offering laser hair removal and skin treatments. Laser hair removal is the main service and the one the business is built around. London is a crowded market for it, and the company differentiates on treatment quality and award-winning service.
The traffic problem was already solved. Paid and organic search, social media and customer referrals were all bringing people to the website. The gap was between arriving on the site and booking anything.
The conversion event is unusually clean. A visitor books a free patch test; they come into a clinic; they get a consultation, ask their questions, and have the laser tested on the areas they want treated. That first free appointment is the moment someone becomes a customer - so the entire design problem reduces to getting more site visitors to take it.
“There is enough demand for laser hair removal in London. We are getting traffic to the site, so increasing the conversion rate would be beneficial.”
What Mayfair Aesthetics asked for.
Increase the conversion rate of website visitors into free laser-hair-removal patch-test bookings - the first step in acquiring a customer - using daily booking data to measure the impact.
What the students worked within.
Who the design had to serve
People searching online for laser hair removal in London. New customers arrive through paid and organic search, social video and posts, and referrals from existing customers. None of the four clinic locations has a strong on-street presence, which is why online acquisition carries the business.
Constraints in the brief
- Bookings arrive through three channels - the website booking engine, phone calls, and rarely email - so the site is not the only path a visitor can take.
- The site is built in WordPress with Elementor.
- The book-online page embeds the booking engine inside an iframe supplied by a third-party provider. The team could redesign around it, but not inside it.
- Measurement was already in place. The client held daily counts of new clients booked going back to 1 February 2020, so the effect of any change could be judged against real numbers rather than opinion.
What the team had to figure out.
No answers were supplied with the brief. These are the questions the students had to research, argue about and design their way through.
- Why do people who arrive with clear intent leave without booking a free appointment?
- How much friction does an embedded third-party booking widget add, and what can be done around it when you cannot change what is inside it?
- How do you communicate quality and award-winning service as the reason to choose this clinic, on a page whose only job is to produce a booking?
- The patch test costs the visitor nothing but a trip to a clinic. What has to be true on the page before someone will commit to that trip?
- Three booking channels exist. Should the design push everyone to the online one, or make the others easier to find?
The deliverables.
- Conversion audit
- Booking-flow redesign
- Prototype
- Test recommendations
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