Tonix Pharmaceuticals Case Study
New Website Designed To Convert
Our newest case study is about how Kusadama Enterprises, Inc. helped Tonix Pharmaceuticals launch a redesigned website, designed to convert.
We were engaged to provide digital strategy recommendations and content strategy. We started by performing a deep review of the google analytics in order to recommend a new user experience, navigation, and what we call goal-oriented content.
We are strategists and not designers, so this effort involved us working closely with the client to ensure that our recommendations were implemented by the design firm.
Some of our key recommendations have not yet been implemented.
The blog below details our services, and how we helped.
- Content Analytics & Audit
- Content Strategy
- UX Review and Navigation Help
- Design Review
The Before Homepage
The homepage of the website was not bad looking–but the analytics showed some user experiences problems. Namely, a huge bounce rate (how many people land on the page and immediately click off the page). The data also showed that, for the visitors who did NOT immediately exit, they stayed on the page for a long time. We interpreted that data to mean the visitors who stayed couldn’t find what they were looking for-they didn’t know where to click. That’s a problem. It wasn’t clear where someone should click.
The “Before” Product Page
As a early-stage pharmaceutical company, the most important thing for the company to discuss is the pipeline of their products. The before version of this main page wasn’t much to write home about. There wasn’t enough information or details about why the products were special, what need they addressed, or why an investor would want to get involved.
The “Before” Investor Page
So much happening here, and the analytics showed visitors simply did not know where to click and why. Multiple links and choices leads to what is known as the paradox of choice–basically, your visitors don’t know where to click, and what to read…so they simply exit the page. We wanted to prioritize content and the design layout of the page to give visitors a clear direction based on their ultimate goals–learning more about why they should invest.
The “After” Homepage.
We helped streamline the navigation items at the top of the page to make the choices more clear to a visitor. We also rewrote the headline, “Changing the Landscape” and helped choose an image that would reflect the statement. We created one big button that says “Learn More” which is the most important call to action on the site. In this way, we were giving users a clear direction about where to click. That link goes into the About section for the company.We worked closely with the client team to recommend all content on this page, as well as the hierarchy and priority of the content, the subheads, and the copy for all of the links. Note: Kusadama Enterprises, Inc. did recommend that the main CTA–the “Learn More” button be a very bright color to attract more attention, and make it clear this was the #1 place to click. That was not implemented by the design firm.
The “After” Product Page
Each of the therapeutic area pages now contains content that clearly addresses what the need is, how many people are impacted, and provides information about the condition. These pages also link into more of the science, and the clinical pipeline.The pages were streamlined to look and feel more “airy” with more visuals and more subheads. This reflects how people read online–they tend to scan, looking for information of interest.We worked closely with the client team to recommend all content on this page, as well as the hierarchy and priority of the content, the subheads, and the copy for all of the links. Note: Let’s not underestimate what it takes to get FDA approved content for a pharma company. We worked hard to get copy that would attract investors, reflect the company strengths, and also be FDA friendly. 🙂
The “After” Investor Page
The page is now more streamlined, and, below the fold, the primary call to action is to sign up for the email newsletter–which is how investors can stay in touch with the company.We worked closely with the client team to recommend all content on this page, as well as the hierarchy and priority of the content, the subheads, and the copy for all of the links. Note: Kusadama also recommended that a letter from the C.E.O. be the main piece of content on this page, and while this was not implemented for launch, it is in the works. A personal letter from the C.E.O. with an image of the C.E.O. can help build a sense of loyalty and trust for investors.
A Redesign that Works
We will help Tonix track the new analytics and metrics for their redesign–and ensure that we continue to optimize the performance of their website.
A website is only as good as how it works, and for this company–the goal is to establish themselves as a leader in the space, and attract investors.
This new website is designed to convert. Check the new website out today.
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