Case Study: Web Strategy & Implementation
Clinical Diagnostics
Goals
Increase Website Conversions/Performance
Create a Positive User Experience
Update Pages to New Style/Template
Metrics
+ Engaged Visits
+ Form Fills (MQLs)
- Bounce Rates/404s
Key Challenges and Insights:
EXTERNAL
Duplicate pages, 404 Regional Errors, and Outdated SKUs
Not only causes search engines to ignore site information and not trust the website, ranking us lower.
Knowledge/Ownership Gap
Addressing the knowledge and ownership gap on managing SKU availability and regional visibility via SAP.
Process/Workflow To Publish
CDx (Clinical Diagnostics/Core Diagnostics) is divided up into divisions with stakeholders that manage distinct portfolios. Sometimes theses portfolios overlap. They are also regulated by the FDA and require approvals from Legal/Regulatory for launch.
INTERNAL
Stakeholders
Different approaches and Stakeholder Opinions on organizing and sorting products and instruments on the website.
User Confusion with Site Architecture
How internals navigate the site vs how customers would search, duplicated pathways leading to duplicate pages per region (US, OUS, APAC)
Metrics/Tracking
Outdated forms and touchpoints are confusing to leads, but also hinder the ability for us to track page interactions. When forms are filled out, they are unable to be properly routed or attributed to a campaign.
Context
The website has been rolled over from legacy system after legacy system, and with a new redesign partially implemented throughout the side of the website we were tasked with cleaning up, the best approach was determined to start at the Product level. This would also create an opportunity for Product Managers and Marketers to review and audit their SKUs and update and discontinue as they see fit, as well as get the product offerings on a solid foundation to then, in future phases, begin customer journeys and higher funnel tactics.
Partial Control, With Limits
The Clinical Diagnostics division owns a section of the Bio-Rad website, therefore we are obliged to work within the guidelines of the brand, web pages, and logic/tools available.
Bio-Rad Website
Clinical Diagnostics
Big Portfolios, Bigger Scope
Clinical Diagnostics encompasses 5 subgroups, which own multiple portfolios and pages. Strategizing with Outbound Marketing and Product Managers, a plan was created to focus on sub-sections of each portfolio within the Product pages and work our way up and out, moving in phases.
Clinical Immunology
Infectious Disease
Clinical Systems
Immunohematology
Quality Controls
Approach
Website Audit
Pull current taxonomy for sections, audit pages for 404s, duplicates, regional duplicates, and user journeys.
Clean up Taxonomy/User Journey
Determine ownership of cross-divisional instruments and re-sort products under planned ownership, map out and implement new taxonomy for sections at a time.
Implementation
Clean up duplicated, 404 pathways, archive and redirect duplicates/404s, take the regional specific content and merge onto one global page with country specific views, create forms with correct tagging and attribution to track fills, route through regulatory for compliance.
Results
1,230%
OVERALL:
100%
Page Visits Increase
57%
Reduction in duplicate pages, 404s, regional errors
Page Interactions (Clicks) Increase