Artel
How We Helped Artel Transform Their Website Into an Applications & Customer Focused Industry Leader
Web Services
- Digital Strategy & Discovery
- Content Writing
- Marketing Website Development
- Search Engine Optimization
Meet Artel
Artel is the world-leading liquid handling quality assurance expert. The company specializes in solving liquid handling quality, productivity and compliance challenges for life science laboratories.
Artel's customers include pharmaceutical and biotechnology companies, regulatory bodies, and laboratories in the university, clinical, diagnostic, forensic, public health and environmental sectors.
The Challenge
- The biggest challenge for Artel was that their website only focused on products and features while applications were completely missing from the website.
- They lacked visually prominent reviews, testimonials, and case studies.
- There were multiple website maintenance redundancies making the events, training, and careers sections difficult to maintain.
- Errors with Google Analytics and tracking made it impossible to accurately report on web performance.
- Artel was locked into rigid templates that made it difficult to update content and customize campaigns on the fly.
The Strategy
- We started with customer interviews to understand how people were using the current site and what information they were looking for.
- Based on our findings, we decided to reorganize their content to make video, customer testimonials, safety data sheets, and FAQs prominent.
- We added brand new application pages with friendly call to actions to speak to an application specialist.
- We used WPBakery to create flexible templates that are easy to update.
- We audited Artel's Google Analytics to identify and fix the conversion tracking and traffic reporting issues.
The Results
- Sophisticated new design that clearly positions Artel as an industry leader in liquid handling calibration.
- New applications pages that provide users with detailed information about how Artel’s products can be used in their own laboratories.
- Google Analytics conversion tracking properly set up so Artel can better understand their website performance.
- The sales team was thrilled with the use of real photography, video, and case studies that humanizes Artel and makes sales conversations easier to engage in.
"Superior design and development sophistication"
"Compared to the other companies that we were looking at, your level of sophistication from a design and development perspective was far superior. Leigh and Allison were an absolute pleasure to work with. We'd work with you again because you guys did a wonderful job!"
BEN RUMERY
Digital Marketing Manager, Artel
"Superior design and development sophistication"
"Compared to the other companies that we were looking at, your level of sophistication from a design and development perspective was far superior. Leigh and Allison were an absolute pleasure to work with. We'd work with you again because you guys did a wonderful job!"
BEN RUMERY
Digital Marketing Manager, Artel
Homepage
The homepage layout is strategically designed to capture attention and focus on proof. The hero section uses a live video background of the Artel lab to grab users' attention and encourage them to click on Applications and Case Studies.
Artel’s unique value proposition is laser focused on “reliability” and trusting your results. This is communicated through their tag line, headline, supporting copy, and trust markers of other companies who trust Artel.
The diagonal line is used throughout the website to convey Artel’s commitment to precision and as a subtle design cue to draw the eye down the page, encouraging readers to scroll down the page. We know from analytics data that users who stay on the website longer and scroll deeper convert into leads at a higher rate.
Product Page
One of the main missed opportunities was that customer reviews were completely buried on Artel’s old website. When conducting live customer testing, we learned that users thought that the old "reviews" box was a banner ad so they ignored it and moved on.
The main objective of the new project page designs was to bring out these previously hidden excellent customer reviews. We started by adding star icons in the top left hand corner where users typically expect to see reviews (think Amazon reviews).
Then we pulled out specific quotes that highlighted the unique value proposition for that specific project. For the PCS® Pipette Calibration System, that was "ease of use", so we featured reviews with the word "easy" in the headline.
ELISA Application Detail Page
The key ingredient we wanted to highlight on the application detail page was a personalized call to action to speak with Nat Hentz, Ph.D., Artel’s director of scientific market development.
From our customer research, we understand that scientists often feel more comfortable talking to other scientists. We wanted to give website users an opportunity to request application support from a friendly scientist who understands their application needs.
"We Humanized Artel!"
"I'm hearing from the sales team that they are super excited that we humanized Artel this time around. For them they're dealing with emotional conversations one on one with scientists. We had a lot of great comments coming into the inbox like 'Site is great, excellent job!'"
Bernadette Danis
Marketing Manager, Artel
"We Humanized Artel!"
"I'm hearing from the sales team that they are super excited that we humanized Artel this time around. For them they're dealing with emotional conversations one on one with scientists. We had a lot of great comments coming into the inbox like 'Site is great, excellent job!'"
Bernadette Danis
Marketing Manager, Artel
Application Overview Page
We created entirely new applications pages to showcase how Artel's products are used in the field. Again, the diagonal design is placed above the fold when the screen loads to encourage users to scroll down and explore more.
A tile layout was used here to make the applications section scalable when Artel adds applications in the future.
Case Studies
In the case study page design, we highlighted key statistics to build credibility behind the statement "Why customers trust Artel". These statistics demonstrate that Artel is widely used and trusted across healthcare, government, pharmaceutical, and biotech companies.
As the user scrolls down the page, they can find a number of case studies from well known industry leaders. The case study headlines were all rewritten in the format:
“How [Client] x [Accomplished Goal] with [Artel Product]”
This headline format was intentionally used to drive curiosity (get the click) and build trust (start the sales conversation).
Resource Library
Artel had a robust resource library with lots of great content that needed to be optimized for scalability and MQL lead generation.
To optimize this page, we lead with a compelling headline "Knowledge and practical liquid handling tips you can put into practice". Then, to build credibility, we added the subheadline - “Join over 20,000 leading lab professionals and scientists continuing to learn about liquid handling excellence.”
Finally, we made the CTA button copy first person "Sign me up." Research shows that changing the CTA copy to first person can increase conversion rate by 90% according to Unbounce (e.g., "Send My Message" vs "Send Your Message").
Optimizations to the essential areas of your website can add up to make a significant impact. If you'd like to discuss optimizing your life science website contact us today for a free consultation.
