FujiFilm Cellular Dynamics

How Fujifilm Cellular Dynamics Launch an Ecommerce Platform That Showcases Their Full Capabilities and Drove Sales of Healthy and Disease-State Human Cells


FujiFilm Cellular Dynamics



Reagents & Services


eCommerce Web Design

Search Engine Optimization

Magento Development

Hosting and Support


FUJIFILM Cellular Dynamics, Inc. (FCDI) is a leading developer and manufacturer of human induced pluripotent stem cells (iPSCs) used in numerous applications from drug discovery to cell therapy development. FCDI’s technology offers the potential to create iPSCs from anyone, starting with a standard blood draw, and then differentiated into virtually any cell type in the human body.

The Challenge

FCDI is one of the top suppliers of human iPSCs. However, online sales had stalled, and product information was difficult to access. The site's outdated technical infrastructure made it even harder to see improvements.

Additionally, eCommerce tracking was not set up in Google Analytics. This made it difficult to determine product performance.

The Strategy

To improve product search, we created one central product listing page which allows users to select multiple product categories. To help customers easily access product information, we set up product detail pages with clear donor information and links to relevant resources.

We also upgraded the search functionality with results based on relevancy, autocomplete suggestions and SKU matching.

The Results

FCDI’s eCommerce revenue has grown significantly since launch. With full eCommerce tracking set up, FCDI can now accurately track performance. In just three months, both organic traffic and average session duration have increased.

For further improvements, FCDI has multiple templates they can use to grow their application content and add more resources.


Organic traffic

Through targeted SEO strategies, we helped FCDI get a quick win for their business. Our improvements resulted in a 20% increase in organic traffic in just three months.


Average session duration

By improving the product listings and search function, we made FCDI’s site easier to navigate for users. These changes bumped their average session duration up by 30%.



The primary purpose of a homepage is to express a company’s unique value. For FCDI, this unique value was their human iPSC technology which provides clinically-relevant models of human biology. To highlight the value of this technology, we paired an image of a human cell with the headline “The Power of Human Biology.” The combined effect of word and image proudly displayed the singular innovations FCDI was responsible for.



To make the browsing experience easier for customers, we separated products by categories such as cell type and disease-state. To create visual separation on the page, we used a two-tone menu dropdown to break up level 1 and level 2 pages.

As the menu expands, customers can browse categories like healthy and disease-state cells. The top navigation also features quick links to high traffic pages, such as the certificate lookup page and careers page.


Category Level Page

To give users a full glimpse of their product library, we turned FCDI’s product category page into a landing page for both organic and paid traffic. With the category page as the entry point for user experience, potential customers could now browse all cells within a category or navigate further to discover specific healthy or disease-state cell products.


Search Listing Page

The key ingredient of the search listing page is the filters. We included multiple filter options to help customers narrow down their search by product type, cell type, donor status, and disease. Each product listed in the search results page has a thumbnail with the product image, a product catalog number, space for a concise product description, and a starting price.


Product Pages

From the product page, customers can select either a kit size or the cells only. Based on their selection, pricing automatically updates. In the product overview, we highlighted the components of each kit and key information on the donor’s background to help customers evaluate the product. To support technical inquiries, we also included a prominent area to encourage users to either call or email an expert if they need help.


Product Literature

FCDI has a large selection of product-related documentation, from safety data sheets to application protocols and user guides. To help customers find resources of interest, we included on-page search functionality and filters for customers to browse resources by product type. If customers still have questions and would like to contact technical support, we included contact information directly on the product literature page.