How CRO-focused web design helped lift revenue 19% for iQ Biosciences

19%

Revenue increase

51%

eCommerce conversion rate increase

57%

Time on page increase

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iQ Biosciences is a CRO that provides cellular products and bioservices for drug discovery and preclinical studies. They work with pharmaceutical, biotech, diagnostic, and academic organizations globally to help with focused research support.

Industry: Biotech

Services: Web design, conversion rate optimization

Challenges

iQ Biosciences approached Digital Elevator with the specific goal of increasing sales revenue from a single marketing project. Upon review of the website and considering existing marketing, Digital Elevator uncovered that the site had fairly good organic rankings and was already getting decent results from their self-managed PPC campaign. With the ideas of a more traditional SEO project and PPC audit out of the question, we had to get a bit more creative with our ideation. Digital Elevator recommended a conversion rate optimization (CRO) campaign of a single, popular service page and product page to help increase revenue from existing traffic.

Solutions

The CRO project would take shape with a three-step process. First, we gathered 15+ biotech decision-makers by title, seniority, industry, and company size and showed them the two landing pages on the existing iQ Biosciences website. With personalized questions, we were able to survey the client’s ideal customer profiles to get their feedback on the product and service pages, and how they felt about the offerings.

We then analyzed the results, provided a qualitative assessment on how to improve messaging, and had a workshop with iQ to review the information and how to use it to redesign the pages.

Secondly, we took the insights from our survey groups and client workshop and used CRO best practices (along with some updated content written by a PhD) to design new pages in our graphic design software. Upon client approval, we moved on to the final stage.

Third, we went into development in a staging environment to build the new product and service templates before pushing live. We benchmarked the traffic and conversion metrics before and sometime after launch to gauge how the designs affected conversions.

eComm conversion rate increases by over 50%

After revisiting the conversion data we documented an over 50% conversion rate gain to eCommerce pages. During the same time period, the site saw a 19% increase in revenue, and a 57% increase in time on page, a marked KPI related to design.

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