Background
Since 2004, Cosmetique Totale has grown into the market leader in the Netherlands for skin therapy, laser treatments, and medical peels. With 68 locations and over 400 mobile treatment sites across the Netherlands, Belgium, and France, their website plays a central role in their daily operations and customer acquisition.
Despite investing in prominent and expensive marketing tools over the years, Cosmetique Totale faced a persistent challenge: they could not connect their website activity and marketing campaigns to actual business results. They could see traffic and clicks, but never truly understand which content or campaign led a visitor to book an intake appointment or reserve a treatment. This missing link between digital engagement and commercial outcomes had been a long-standing frustration — one that no previous tooling had been able to solve.
Their goals for this project were clear:
Connect website and marketing activity to concrete bookings in their external booking system
Gain insight into which campaigns, pages, and content journeys drive conversions
Have this insight available in a clear, unified dashboard — without switching between systems
Solution
Webwonders implemented Umbraco Engage as the core of a conversion intelligence layer on top of the existing Umbraco platform, with two key components developed specifically for this client.
Integration between Umbraco Engage and the external booking system
We built a custom integration that connects Umbraco Engage's Goals system directly to Cosmetique Totale's external booking platform. Whenever a visitor books an intake appointment or completes a treatment reservation, this event is registered as an Engage Goal — tied to the visitor's profile, their journey through the site, and the campaigns or content that influenced them along the way.
This means that for the first time, Cosmetique Totale can see not just that a booking happened, but why it happened: which page, which campaign, which content block played a role in the decision.
Custom dashboards built in native Umbraco style
To surface these insights, we built custom dashboards directly inside the Umbraco backoffice. These dashboards are designed to be visually and functionally indistinguishable from native Umbraco and Umbraco Engage interfaces — editors and marketers see one coherent environment, not a patchwork of tools.
The dashboards display:
Which Engage Goals (intake appointments, treatment bookings) are being reached, and at what rate
Which campaigns are contributing to goal completions
Which content and pages are most influential in the conversion journey
Visitor segmentation data linked to actual booking behaviour
This level of insight had been a goal for Cosmetique Totale for years, and had never been achievable with their previous marketing tools.
Impact
For the first time, Cosmetique Totale has a direct, measurable link between website content, marketing campaigns, and real bookings in their external system
Marketing and content decisions can now be made based on actual business outcomes, not just traffic or click data
Custom dashboards give the team immediate, actionable insight without leaving the Umbraco backoffice
The implementation replaces the need for expensive third-party marketing analytics tools that were unable to provide this level of integration
The platform supports operations across 68 locations and 400+ mobile treatment sites, in multiple languages and markets
The scalable, modular architecture ensures the solution can grow as Cosmetique Totale continues to expand internationally
By consolidating marketing analytics and conversion tracking inside Umbraco Engage, we reduced Cosmetique Totale's dependency on multiple external marketing platforms. Fewer third-party tools means fewer data transfers, fewer external API calls, and a simpler, leaner technical stack — all of which contribute to lower resource consumption over time.
The custom dashboards were built to work within the existing Umbraco environment rather than introducing additional infrastructure, keeping the overall system footprint small. The modular architecture of the platform also ensures that future features and market expansions can be added efficiently, without requiring full rebuilds.
“Thanks to Webwonders and Umbraco Engage, we at Cosmetique Totale have gained much better insight into the full customer journey. By connecting our Umbraco website with our separate booking system, we can now clearly see where our customers come from, how many appointment requests and confirmed appointments result from that, and even what the actual count of paying customers in our clinics are. In addition, we actively use personalisation and A/B testing, allowing us to continuously optimise the customer journey and clearly see that our conversions have improved. Webwonders understands both the technical complexity and our commercial goals, which makes them a highly valuable partner for us.”
