Crucial Genetics

Crucial Genetics is one of the UK’s leading DNA research and molecular biology laboratories. Crucial Genetics is a commercialised department of The University of Glasgow’s long established research and testing laboratories which over the years has pioneered work at the cutting edge of technology and has created one of the World's most advanced resources of technical knowledge and expertise.

Objective

The objective was to review the performance of the current website, write the outline of an ITT for a new site and advice on how to best market the site online.

Example

See http://www.crucialgenetics.com/. Or try a Google search for ‘DNA testing’ (sponsored links).

Client comment

"I contacted Chorial as I had urgent requirements for internet marketing. From our perspective, right from the word go, they delivered a five star service like no other service provider that I have had experience with. They had an outstanding ability to understand the requirements and deliver the right package - that delivered excellent results. Never before have I been so privileged as to receive such quality of work within the short timescales that I needed to work within and for all of these reasons I would use the services of Chorial for all our future internet market strategies and implementation." Max Hamilton, MD, Crucial Genetics

Description

This started as a short commission to review website performance for a newly-started company. Chorial always starts by looking at the website. As is commonly the case, the Crucial Genetics website was incapable of converting visitors into customers. There was no point in spending money bringing visitors to the site until it was redeveloped. The new site went live in October 2005.

Then in November 2005 Chorial were asked to respond very rapidly to an emerging news story as a way of bring new customers to the website. Given the urgency, Chorial was able to turn round the Pay Per Click campaign in 4 hours with several thousand keywords.

The client has invited Chorial to provide a service contract later in the year covering search engine optimisation based on keyword research, optimising new copy, updating existing copy and metadata, responding to competitor and search engine developments. There is also a Link Plan and implementation of 100 new links every 6 months, managed carefully to avoid offending the search engines.

Pay Per Click management is designed to improve Return On Investment and conversion rate. The review includes the structure of the campaigns, the choice of search terms and where ads are displayed (site selection), bid cost and search term conversion rates, managing ad position and copy, split testing ads to find the best-converting copy, developing landing pages and reducing the cost per click.

A Balanced Scorecard as a monthly executive view of website performance showing immediately areas for concern and action.