Key pages optimisation, SEO and CRO

Albumedix®

Increasing online visibility and website traffic

Albumedix is dedicated to enabling the creation of superior biopharmaceuticals for people with serious diseases. They are recognised as the world leader in the manufacture of recombinant human albumin products, which act as a stabilizer for various types of advanced therapies such as vaccines, cell and gene therapies, proteins and peptides. Albumedix’ products and technologies are used in clinical and marketed drugs by pharmaceutical companies worldwide.

Albumedix approached Novicell because they wanted to increase their online visibility and website traffic. They also wanted to understand their website visitors better to drive more conversions, primarily on their sample request form.

The collaboration included:

Search Engine Optimisation (SEO)

Redesign of key pages

Conversion Rate Optimisation (CRO)

SEO helped traffic explode


Albumedix faced a challenge with low organic traffic on important keywords due to poor rankings in search engines.

They were keen to increase online visibility, website traffic, leads from the website form, sample requests and product enquiries. Based on data and insights from the current business and potential in the market, we decided to focus on Search Engine Optimisation (SEO).

The SEO effort covers optimising category pages, products, technical SEO and link building. So far, close SEO collaboration has led to excellent results.

405%

increase in visibility and impressions in search engines

83%

more clicks from users in search engines

52%

increase in overall goal conversions

Novicell's solution

Keyword analysis for existing content

 

 

Technical evaluation and prioritising tasks

Roadmap, tracking and different SEO tools

 

 

Optimising current content 

Technical fixes

 

 

Increasing current link portfolio

Interactive albumin key page 


Novicell took over the maintenance of their Umbraco website. We looked at key pages and focused on making the albumin page better, more interactive and attractive to visitors, along with optimising forms across the site.

One of the additions to the page was interactive elements. Hovering over the circles with a cursor displays various technical specifications of albumin.

Before

After

CRO: Suggestions for improvements


One of the main goals was to encourage more enquiry form submissions and make it easier for people to navigate, find information and get in contact with Albumedix. Novicell carried out an audit to analyse how visitors navigate the page and to establish the best user flow for successful conversions.

Based on the data audit, Novicell made suggestions for improvements on the site. Some of the suggestions included clearer site navigation, improving credibility with social proof and prioritising products that users want.

A measurement plan was set up to track conversion, learn about user behaviour and improve the site based on the learnings provided.

We are very pleased with the collaboration with Novicell. We wanted a website that drives conversions. They met and exceeded our expectations in terms of the redesign, SEO and conversion. They are also a great team to work with, and the improvements made have already started showing amazing results. We are especially satisfied with the over 50% increase in conversions.

Poula Maltha Krogh, Director of Market Development & Communication, Albumedix®

Continuous collaboration


For 2020, Novicell has created a content map that will focus on which content Albumedix needs to produce to attract a larger audience and appear higher in search engine results pages. The content map will also help with the creation of additional content and allow Albumedix to answer more of the questions their target audience might have.

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