Case in point: a small day spa in the small town of Sedalia, Missouri, is one of our top 50 sellers! Bodyworks Day Spa is kicking butt selling online! Their website conversion rate (turning visitors into clients) is extremely high — 16% vs. 5.4% average across all Dynamic Websites — during the big sales upswing for the holidays!

How? Pam Vaught, founder, makes marketing magic, promoting her website prominently in her advertising. Check out the "last minute" print ad she's running:

Notice the prominence of the Instant Online Gift Certificate message. "Gift of relaxation with no stress" is a strong message that will garner those last minute gift givers.

And when visitors get to the Bodyworks site, they'll see that Pam is highlighting special holiday packages, making gift giving easy! There's four options to choose from, and they're the first thing you see in Instant GCs. No wonder she has such a great conversion rate!

Great work, Pam, and thank you for sharing what's paying off for your spa this holiday season!

3 Responses to “Seriously, size doesn't matter”

1. Pam Says:
   December 20th, 2006 at 4:47 pm

   Okay, seriously, so that no one is mislead–I am also running an "infomercial" on cable access and radio advertising to compliment my online sales campaign. It all goes back to a SpaBoom blog about treating your website like a retail outlet. Thanks guys for the kudos though! Pam

2. Benjamin Morin Says:
   December 21st, 2006 at 10:44 am

   For those interested, and since it was quite a while ago, here is a link to that original post: Treat your website like a retail location.

3. Diann Archambault Says:
   February 3rd, 2007 at 2:38 pm

   First off, SpaBoom does an incredible job providing powerful resources to small, boutique salons like mine.

   Take this blog, for example. It is a gold mine of useful information!

   Thanks for sharing the BODYWORKS Day Spa print ad.

   There's just one thing I might add…

   Rather than driving ad respondents to one's website, you might instead direct them to a unique URL which itself redirects to your website. This way you have the ability to track the effectiveness of your offline advertising, whether this be print, radio and/or television.

   For example, I am running a radio ad on a local (Rochester, NY) station. Rather than direct listeners to the website for Face To Face Skin Care Salon & Spa (FaceToFaceSkinCareSalon.com), I am instead directing them to GetFaceToFace.com. This, then, forwards to FaceToFaceSkinCareSalon.com.

   "Domain forwarding" is a standard feature your Internet Service Provider (ISP) should offer.

   Now, of course, this requires you purchase another domain name (in my case, GetFaceToFace.com) at a tiny $10/year cost. However, you do not necessarily have to sign up with another ISP, as there are a number of Internet Service Providers that allow multiple domain names on the same account.

   That said, though, your new domain name must be hosted, such that you could (if you so chose) build a new website. Not that you have to build a new website to accomplish offline ad tracking. Your purpose is simply having the ability to know where the traffic to your salon's website is coming from.

   So now I can check the web logs for FaceToFaceSkinCareSalon.com and see how much traffic is coming from GetFaceToFace.com. Thus, I can benchmark the effectiveness of my radio advertising because the only people who know about GetFaceToFace.com are those who hear my radio ad.

   Hope this helps.

   Diann

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