Boosting business digitally
We developed a new brand position and a customer centric website that significantly increased the number of requests to buy a product at Sophion Bioscience. Within four months after the website was launched, Sophion received four new requests from potential customers.
Since the new website was launched, we have experienced an impressive increase in the number of requests for pricing and tenders. The new website has indeed optimized our sales noticeable and created a unique position for us in the market. Thomas Binzer
Vice President of R&D and Marketing, Sophion Bioscience
Sophion Bioscience delivers ion channel technology to some of the biggest pharmaceutical companies in the world. A product is worth more than one million kroner, which means that making a sale is a big deal. Increasing sales through a website isn’t easy, but it’s definitely possible.
New brand position
When Sophion separated from their mother company Biolin Scientific, they needed to find their own identity and position in the market. Based on an explorative workshop with Sophion and an analysis of their identity, we identified four potential strategic positions for their new brand:
- The ion channels specialist
The leading specialist within ion channels guaranteeing the best solution to the customers’ specific needs.
- Optimizing product development
The alternative that optimizes the customers’ test periods and development of new products.
- The long-term partnership
A long-term partner that helps the customer through relations, quick, and effective service.
- Enabling the customer
The alternative that makes the customers’ job easy – before, during, and after the purchase.
We decided to focus on the first brand position The ion channels specialist. Based on that we designed and developed the new website to communicate Sophion as the leading ion channel specialist.
Customer centric website
The website was designed to drive sales by being user-oriented and getting customers to contact Sophion. One of the key challenges for Sophion is that the ion channel area is very complex. That makes it difficult for Sophions customers to identify the right product for their specific need and area of work. To meet this challenge, we turned the user interface upside down and created a user journey based on the customers knowledge and needs. Instead of making the user navigate in different types of ion channel products, the front page of the website only presents the user with two entries to the field of ion channels; disease area-based and product-based. This allows the user to easily find the relevant product information based on what disease area they work in or what technology they are looking for.
Easy navigation with icons
We designed a series of icons for the different disease areas within Sophion’s expertise. The icons make it easy for the customers to quickly find relevant information on the website, because they can look for the icon that illustrates the area they work in.
Identifying potential customers
To boost sales, we implemented “call to action” elements on every relevant page. On all product related pages, we placed a contact button and the opportunity to request the price on the specific product right away. This simple function is easy to forget, but is important for Sophion and helps the company identify new leads and arrange face-to-face meetings with potential customers. Through a smart use of internal links, the user is easily guided to relevant information, such as related products, recent publications, and other areas of application to maintain and foster the curiosity.
The visual expression of the website was designed by interpreting Sophions existing visual elements. The design compliments the logo and differentiates Sophion from relevant competitors.
The typography is elegant and reflects a modern company. The blue line integrates the brand with the text on the website by adding the blue element from the logo.
By using the brand colors, the buttons become an integrated part of expressing the brand and they are very visible to the user. The radio buttons and call to action buttons was specially designed for the brand.
The light blue is the primary color in the brand identity, and expresses a dynamic and professional business. It is complimented by a green and orange that make the brand dynamic. The shades of grey gives the brand a calm and modern feel.
Express the brand
As a specialist brand, Sophion has detailed technological knowledge, and manage to reduce otherwise complex operations into easily operated products. We illustrate this through close-up photos that focus on the details of the products. Futhermore we developed full-scale pack shots of the products in a clean environment to create the same sophisticated look as the rest of Sophion’s new website. Combined, the new photos emphasize Sophion’s position as the leading specialists.
Transform your brand
Would you like to know more about building a digital business? Meet us for a cup of coffee and we will give you our honest opinion on the possibilities for strengthening your brand and business. Give us a call or write an email to Nikolaj Stagis. We can help you transform your brand digitally or communicate your strengths to attract customers.Book a meeting