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Leaping Kids

Case studies of Nodd from Leaping Kids
Introduction

Client Overview

Leaping Kids is a paediatric physiotherapy company proudly run by Natasha Ardiles, a passionate advocate for children with long-standing disabilities. This mobile service caters specifically to less advantaged children on the NDIS system, including those with conditions such as cerebral palsy. Natasha's dedication to making a meaningful impact in these children's lives drives the mission of Leaping Kids, ensuring that high-quality physiotherapy is accessible to families who might otherwise struggle to find such specialised care
Woman in orange shirt smiling indoors
+ $5000 mrr
Increase in monthly recurring revenue by $20,000 in a 3 month period
+0 new clients
Acquisition of new high ticket customers per month
+ 0% conversion rate
Inbcreased conversion rate on website

Meet The Client

At the heart of Leaping Kids is Natasha, the founder and CEO, whose unwavering passion for helping children shapes the company’s operations. Her commitment to improving the lives of children with disabilities is evident in every aspect of the service. By providing personalised and accessible care, Natasha ensures that each child receives tailored physiotherapy to meet their unique needs. Under her guidance, Leaping Kids continues to grow and evolve, reaching more children and offering them the opportunity to improve their quality of life through dedicated, compassionate care.

Woman sitting outdoors, smiling.

Client Needs

Natasha approached us with a clear goal: to enhance the reach of Leaping Kids and positively impact more children’s lives.

On reviewing her digital landscape in our audit, we quickly saw that targeting Google AdWords presented a steep hill to climb, with the average cost per click (CPC) for paediatric physiotherapy around $20. This meant that conventional ad spend budgeting would require at least $300 a day to see significant results, which was not viable given we had no data on the LTV of her clients at this stage. Fortunately, our team is quite savvy, and we thought outside the box to make our ad spend go further.

The Solution

Initial Adwords Campaigns

We started with Google search ads and initially achieved one conversion per fortnight. By carefully analysing the terminology used by our target audience, we noticed that the language parents and caregivers used when searching for paediatric physiotherapy services was quite specific and different from general medical searches. For instance, instead of using broad terms like “physiotherapy for children” or “NDIS physiotherapy services”  they often searched for specific conditions such as “cerebral palsy physiotherapy” or “Physiotherapy for autism”. For recognising this nuance, we refined our keyword strategy to incorporate these specific phrases, ensuring our ads appeared in the most relevant searches. We also expanded our keyword list to include long-tail keywords, which are less competitive and more cost-effective, yet highly targeted. This strategic adjustment allowed us to reach the right audiences who were actively seeking the specialised services that Leaping Kids offers, thereby improving our click-through and conversion rates.

User Experience Analysis

As we faced the uphill battle of high cost per click, we needed to ensure that the landing pages we created were perfectly optimised to increase our chances of converting anyone who clicked through, thereby achieving the best return on ad spend (ROAS). For this, we needed in-depth analysis of the user experiences on the landing pages so that we could make data-informed decisions. In this case, we utilised tools like Microsoft Clarity, which was instrumental in identifying and addressing specific pain points in the user journey. By analysing user session recordings and heatmaps, we were able to see exactly where users were dropping off or experiencing confusion. For instance, we noticed that many users were not progressing past the homepage due to a lack of clear navigation options and calls to action. Armed with this information, we undertook significant website optimizations.

We started by creating more personalised landing pages that prominently featured Natasha, leveraging her credibility and connection with the target audience. These landing pages were designed with engaging visuals and compelling content that highlighted Natasha’s expertise and the unique services offered by Leaping Kids. We also optimised the layout to make information about the conditions treated by Leaping Kids easily accessible. This involved organising content into clear, distinct sections with straightforward headings and concise descriptions, ensuring that parents and caregivers could quickly find relevant information without feeling overwhelmed.

Furthermore, we streamlined the contact process to ensure users could easily reach out to the team. This included adding prominent contact buttons and forms on every page, reducing the number of steps required to make an inquiry. We also implemented live chat functionality to provide immediate assistance to visitors, addressing their questions in real time and improving overall user satisfaction. These combined efforts led to a more intuitive and user-friendly website, which not only enhanced the overall user experience but also significantly improved conversion rates.

Website Enhancements

We started by creating more personalised landing pages that prominently featured Natasha, leveraging her credibility and connection with the target audience. These landing pages were designed with engaging visuals and compelling content that highlighted Natasha’s expertise and the unique services offered by Leaping Kids. We also optimised the layout to make information about the conditions treated by Leaping Kids easily accessible. This involved organising content into clear, distinct sections with straightforward headings and concise descriptions, ensuring that parents and caregivers could quickly find relevant information without feeling overwhelmed.

Furthermore, we streamlined the contact process to ensure users could easily reach out to the team. This included adding prominent contact buttons and forms on every page, reducing the number of steps required to make an inquiry. We also implemented live chat functionality to provide immediate assistance to visitors, addressing their questions in real time and improving overall user satisfaction. These combined efforts led to a more intuitive and user-friendly website, which not only enhanced the overall user experience but also significantly improved conversion rates.

The Outcome

The implementation of these targeted strategies and optimizations yielded remarkable results for Leaping Kids. Over a two-month period, the transformation in the company’s online presence was evident. Conversions surged from one per month to eight per month, demonstrating the effectiveness of our combined efforts in Google Ads and conversion rate optimization (CRO). 

The newly optimised landing pages and improved user experience on the website significantly enhanced engagement, leading to a higher conversion rate and better return on ad spend. This growth has necessitated the need to hire additional staff to manage the influx of new clients, showcasing the scalability of our approach. Ultimately, these changes have set Leaping Kids on a path of sustained growth, enabling Natasha to further her mission of positively impacting more children’s lives through high-quality paediatric physiotherapy services.

Woman walks in city park on green lawn.

Future Focus

Building on the success of our initial efforts, we are now turning our attention to further enhancing Leaping Kids’ digital presence through a comprehensive website redesign and CRM implementation.

Search Engine Optimization (SEO)

Website Redesign & SEO:
The website redesign will focus on creating a more SEO-friendly platform, improving site structure, and ensuring faster load times to enhance user experience and search engine rankings. This includes developing a highly optimised sitemap and creating content-rich pages that attract and retain visitors.

Customer Relationship Management (CRM):
In addition, we are implementing a Customer Relationship Management (CRM) system through Go High Level (GHL) to streamline client interactions and improve lead management. The CRM will enable us to create automated drip campaigns and sales funnels, ensuring that potential clients are nurtured effectively and converted into loyal customers over time. These future-focused strategies will not only boost Leaping Kids’ visibility and reach but also ensure sustainable growth and continued success in helping children with disabilities.

Conclusion

Impact & Growth

Through our strategic interventions in Google Ads and CRO, Leaping Kids has seen substantial growth, transforming their online presence and increasing their capacity to help more children. The ongoing SEO efforts and CRM implementation will further bolster their mission, ensuring sustained growth and impact.