CASE STUDY
Research Reveals Insights into Unique Dental Implants Conversion Journey
The conversion journey is often overlooked when it comes to market research, yet it can provide valuable insights to improve your business.
Research can reveal how potential customers move through the conversion journey—from awareness to consideration, to decision-making and ultimately to taking action.
To illustrate this process, let’s consider this case study for dental implants, focusing on how market research helps map this journey.
Persona Segmentation to Identify Unique
Customer Journeys
Our study revealed three main personas and their individual journeys to convert. One of these personas was a middle-aged professional named Jane.
Jane’s Journey
Step 1: Awareness
Jane has been dealing with dental issues for years and an overall dissatisfaction with her smile. Using implicit and explicit market research techniques, we revealed common pain points among potential customers. For Jane, these included embarrassment and concerns about self-image and age.
Step 2: Consideration
As Jane starts researching her options, she compares dental practices and reads reviews. Implicit testing reveals that she spends more time looking at patient testimonials and before-and-after photos. This suggests that personal stories and visual results are key factors in her decision-making.
Armed with this information, the dental practice can enhance its website with patient success stories and use subtle cues, like quotes from patients, to build credibility and trust.
Step 3: Decision-Making
In this stage, implicit testing uncovers underlying preferences that influence Jane’s choice. For instance, she might prefer practices with a warm and friendly atmosphere over more clinical settings.
The dental practice can take steps such as sending personalised emails to Jane, offering a free consultation and emphasising a welcoming environment. By addressing subconscious needs for comfort and trust, they guide Jane towards a decision.
Step 4: Action
When Jane decides to go ahead with the procedure, implicit testing shows that clear communication and reassurance are crucial factors. If this need for trust and reassurance is not met, it may influence Jane to back out and feel unsure about her decision.
To meet this need, the dental practice could provide straightforward pre-operative and post-operative instructions for Jane and be available for patients to discuss any concerns so they feel reassured.
After the procedure, they could follow up with Jane to ensure she’s recovering well, reinforcing their commitment to her care. This aligns with the subconscious need for reliability and personal attention, as indicated by the research
Conclusion: The Impact of Implicit Testing on Conversion Journeys
This case study highlights how implicit testing can help businesses understand the conversion journey. By tapping into subconscious attitudes, they can create marketing strategies that resonate with customers on a deeper level. For Jane, the journey to getting dental implants is more than a medical procedure—it’s about trust, comfort, and confidence.
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