Strategic website redesign and targeted marketing, resulting in a 10,000% increase in conversions and a stronger market position in the proteomics industry.
10,000%
Increase in conversions from a redesigned website, email campaign, SEO, and digital advertising.
75%
Increase in user engagement after redesigning the website, with engagement time going from 30 sections to over a minute.
30%
Increase in engaged sessions through an improved website user experience and more targeted marketing messages.
6
Top 3 rankings on Google for highly competitive keywords.
Project Overview
Background
MS Bioworks is a cutting-edge proteomics service provider specializing in mass spectrometry-based protein analysis. The company is known for its high-quality, reliable data and commitment to advancing scientific research. With state-of-the-art equipment and a team of experienced scientists, MS Bioworks supports researchers in academia and industry by providing accurate and timely proteomic analyses.
Their website had not been updated in several years and still contained outdated references to COVID. The design lacked a professional finish, making it challenging for users to understand the services MS Bioworks offered and how to purchase them. Despite most orders being placed over the phone, the website overly prioritized e-commerce transactions.
Issues to Solve
- Ineffective marketing messaging
- Brand identity misalignment
- A confusing user experience
- Prioritizing the wrong calls to action
Our Solution: A comprehensive website overhaul paired with a targeted and strategic digital marketing campaign
Discovery & Strategy
3.7 Designs conducted an in-depth analysis of MS Bioworks’ target audience, industry landscape, and brand positioning. The insights gained informed the development of a messaging strategy and visual language tailored to highlight the company’s strengths.
Website Redesign and Messaging
The team iterated on multiple design concepts to ensure the final website communicated the right personality and professionalism. Additionally, a targeted email go-to-market strategy was developed to announce the new website and the acquisition of a state-of-the-art $1,000,000 mass spectrometry machine, coupled with a Google Ads campaign to reach new customers.
3.7 Designs focused on the following critical aspects during development:
- Aligning the website design with MS Bioworks’ brand identity.
- Ensuring usability and ease of navigation.
- Highlighting their advanced lab equipment and industry expertise.
- Incorporating search engine optimization and responsive design.
Once the website was developed and thoroughly tested, it was launched, significantly enhancing MS Bioworks’ online presence, positioning them as a leader in the proteomics industry, and dramatically increasing conversions.
“MS Bioworks enables scientists to access equipment their labs can’t afford, helping them advance world-changing research. Now, they have a website and messaging that tell their story with clarity and impact.”
Ross Johnson
Lead Strategist, 3.7 Designs
Digital Marketing Campaign
Alongside the website redesign, we launched a multi-channel digital marketing campaign that included email, digital advertising, and search engine optimization (SEO.) These efforts created an immediate and substantial impact, with monthly conversions going from just 150 to over 1,500.
Digital Advertising
MS Bioworks had a Google Ads campaign running but lacked clarity on its ROI, cost per lead, or cost per sale. We audited the account, implemented proper tracking, and optimized the campaigns to improve performance. Once we demonstrated success, we expanded into new channels like display advertising and retargeting. Today, their campaigns deliver over a 10% conversion rate and an estimated 8X return on ad spend (ROAS).
Search Engine Optimization
MS Bioworks operates in a highly competitive space, with close competitors vying for the same search engine visibility. Knowing the importance of a top-three ranking, we audited search results for their most competitive keywords and analyzed the content of high-ranking pages to uncover common success factors.
Using these insights, we optimized key pages, focusing on delivering superior content to outperform competitors. As a result, we secured six top-three rankings for highly competitive keywords.
Email Marketing
Long-term customer relationships are essential for sustained growth and success in life science services. To support this, we identified email marketing as a powerful way to stay top-of-mind with busy scientists managing their studies.
We worked with MS Bioworks to create targeted email campaigns and developed automated workflows that send personalized messages based on user intent signals, ensuring consistent and meaningful engagement.
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