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Improving B2C and B2B eCommerce and digital marketing performance for Life Sciences
Biopharmaceutical
Overview
Everlywell, a leader in at-home testing, sought to enhance digital marketing and eCommerce performance through a redesign of their Product Landing Pages (PLP), B2B, and B2C customer journeys.
solutions
Project outcomes
Conversion
Challenges
Everlywell was ready to unlock the potential of its user experience to attract, educate, and engage users, while improving conversion. An underperforming SEO content strategy, a lack of benefits-driven messaging, and user experiences tailored for B2B and B2C audiences, prevented the desired engagement and revenue performance. Product presentation, calls-to-action, and checkout processes were suboptimal, hindering conversion rates. Additionally, the absence of a centralized design system for internal and multi-agency collaboration led to inconsistencies and inefficiencies.
Solutions
Content strategy workshops were conducted to develop detailed user journeys, content blueprints, SEO keyword strategies, and benefits-driven messaging for B2B and B2C audiences.
User Journeys, product presentation, marketing content, calls-to-action, and checkout processes were refined to create a more effective customer journey and revenue-supporting user experience. Ultimately, a cloud-based design system was established to reduce marketing costs while facilitating internal and multi-agency collaboration, ensuring consistency across all digital touch points.
Results
Our new marketing strategies, SEO keyword strategies, content, user experiences, and user journey optimizations produced a 10% increase in average order value (AOV). Improved content, calls-to-action, and checkout processes resulted in a measurably improved user experience, higher customer engagement, and increased conversion rates. The cloud-based design system facilitated multi-agency collaboration, reducing brand inconsistencies, accelerating design processes, and lowering costs.
