Pure Protein
How we helped Pure Protein build a brand new eCommerce website optimized to enhance sales of novel soluble HLA proteins.
Website sessions increased by over 300% in the first three months post-launch and eCommerce revenue and leads continue to grow.
Web Services
- Digital Strategy
- Search Engine Optimization
- eCommerce Web Design
- Hosting and Support
- Magento Development
Meet Pure Protein
Pure Protein is a biotechnology company and scientific leader in the human leukocyte antigen (HLA) research field. They provide access to the world’s largest selection of single specificity, naturally folded soluble HLA proteins. These novel proteins are crucial research tools in a variety of fields including vaccine design, transplant rejection, oncology, autoimmunity and infectious diseases.
The Challenge
- The biggest challenge for Pure Protein was that their old site was limited to a single landing page with no e-Commerce functionality.
- The target audience was also unfamiliar with soluble HLA and the old site was not designed to educate customers about soluble HLA technology.
- In addition to HLA proteins, Pure Protein also offers a unique array of services that were not represented on the old site.
- To facilitate eCommerce functionality the product database needed to be built from scratch.
- The SEO strategy needed to be tailored to a low domain authority due to launching the site on a new domain.
The Strategy
- We started with customer interviews and competitor research to understand the customer needs and opportunities in the market.
- Based on the research findings, we laid out the overall site architecture and used keyword research to ensure products and services would be visible to the target audience.
- To build the product database we outlined product categories, filter options and attributes to help customers easily evaluate and compare products.
- To position Pure Protein as a leader in the HLA field we included a long-form sHLA technology page, which Pure Protein can use as a template to expand application content in the future.
- We tied in a paid advertising strategy to extend the reach of Pure Protein’s offering and engage the target audience through multiple channels.
The Results
- The Pure Protein team was thrilled with the final website.
- Sessions have increased by over 300% in the first three months post-launch.
- eCommerce revenue and leads continue to grow.
“Kudos to everyone for a job done amazingly well!”
“Thank you Dru and to everyone else who worked on this site, you are all to be commended—it looks great and really sets the tone for our company as a leader in HLA proteins—Outstanding work!
KRIS LOONEY
President, Emergent Technologies
“Kudos to everyone for a job done amazingly well!”
“Thank you Dru and to everyone else who worked on this site, you are all to be commended—it looks great and really sets the tone for our company as a leader in HLA proteins—Outstanding work!
KRIS LOONEY
President, Emergent Technologies
Homepage
Pure Protein’s Homepage is strategically designed to educate new users about soluble HLA technology. Plus it allows customers to browse HLA alleles or services of interest. The hero section includes a prominent search bar to support eCommerce customers who prefer to navigate the product catalog through search.
Pure Protein’s soluble HLA technology is the cornerstone of their offering and value proposition. Immediately below the hero section, users can learn more about the technology alongside proof points such as Pure Protein’s number of publications and years of experience.
To provide a strong brand visual identity, we incorporated the block elements of the logo throughout the design.
Mobile
As with all our websites, we ensured that the design was fully responsive on all popular screen sizes including mobile.
Keeping Google’s mobile-first indexing top of mind, we aimed to reproduce an information hierarchy that makes sense for both desktop and mobile users as well as search engines.
Custom Icons
To support key messages within the copy, we created custom icons. We wanted to visually highlight soluble HLA proteins, that are the foundation of Pure Protein’s business, and the variety of assays HLA proteins can be used for including flow cytometry, bead-based immunoassays, ELISAs, and cell-based assays.
Category Page
HLA molecules are traditionally divided into two classes and then further subdivided into alleles A, B, C, DR, DQ and DP. The category structure on the website follows the same structural hierarchy to help users narrow down their product scope.
With the help of a third-party vendor, we included custom 3D representations of HLA Class I and HLA Class II proteins for each category page to give the site a unique feel.
Several HLA alleles are hot topics in research at the moment, so to help customers navigate to these products we included a popular products section.
Search Results
The search results page was designed to help customers quickly evaluate key specifications of each HLA protein and to narrow down their results using an array of filters. Customers can filter results based on conjugation and sort by allele frequency.
Product Page
Pure Protein had a large number of technical specifications for each HLA protein. We wanted to make sure that information was manageable for customers to view and presented in a logical information hierarchy.
The most important specifications are listed close to the primary “Add to Cart” call to action and the remaining specifications are listed in a dedicated specification area and in the product datasheet.
We also included a sticky menu bar to help customers navigate a long-form product page and quickly jump to sections of interest.
Services
One of the key features missing from the old website was Pure Protein’s service capabilities. We wanted to showcase not only the breadth of capabilities but also the advantages of choosing Pure Protein’s services. Each service page includes a breakdown of what to expect from the service.
Soluble HLA Technology
To position Pure Protein as a leader in the HLA field we included a long-form sHLA technology page that Pure Protein can use as a template to expand application content in the future.
Brochures
In addition to the full website design and development we created supporting brochures. By translating the new online brand identity into print material we ensured that new customers will have a consistent experience between Pure Protein’s online and offline resources.
