Case study · Cosmetic Avenue
Customers knew what they wanted to change. The website expected them to know the treatment.
Cosmetic Avenue is a Melbourne cosmetic clinic group. Its website journey began with an Instant Quote, but the evidence showed that many customers arrived before they could name the treatment they needed.
The measurable result
- Lead-to-consultation conversion
After introducing the Treatment Finder.
3x - Lead source
Ahead of the existing Instant Quote.
No. 1 - Time to lead
From launch to the number-one source.
6 weeks - Time to deliver
From evidence to a live Treatment Finder.
Under 1 month
The journey began one step too late.
Instant Quote worked for someone who already knew which treatment to request. The problem was that many people did not begin there. They came to the website with something they wanted to change, a concern they wanted addressed or a goal they hoped to reach.
Asking for a treatment name at the start made customers do the clinic's work before the clinic had helped them understand their options. The route was fast, but only for people who already knew the answer.
Four sources pointed to the same friction.
- Website traffic
Showed how people entered the journey and where their behaviour diverged from the intended path.
- Customer interviews
Revealed that people described a concern or a goal before they named a treatment.
- Staff feedback
Brought in the questions and uncertainty clinic teams heard from customers every day.
- Call data
Captured what people asked when the website had not helped them find a useful starting point.
Start with the concern or the goal. Find the treatment second.
The research exposed a useful distinction. Some customers were moving away from a concern. Others were moving towards a goal. Both were clearer and more natural starting points than asking them to select a procedure from a service list.
The assumption was replaced with a Treatment Finder.
The Treatment Finder began with what the customer could answer: what concerned them or what they wanted to achieve. It then gave them a relevant route into a conversation with the clinic, without requiring them to diagnose themselves or understand the treatment catalogue first.
Nothing else changed alongside it. Within six weeks the finder had overtaken Instant Quote and become the website's number-one source of leads. Lead-to-consultation conversion tripled.
It found a starting point. The clinic still made the clinical decision.
The finder organised the beginning of the conversation. It did not determine clinical suitability or replace a consultation. Customers could describe what mattered to them, while Cosmetic Avenue's people retained responsibility for advice and treatment decisions.
Research, journey design and delivery stayed connected.
The work combined quantitative website and call data with customer interviews and staff knowledge. The finding then moved directly into journey design and technology delivery, producing a live customer journey in under a month. Cosmetic Avenue owned the channel, the customer relationship and the leads it generated.
Where it starts
Where does your customer journey assume too much?
We connect behavioural data with what customers and staff tell us, then turn the finding into a change the business can measure.
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