Illumina, Inc. is an American company incorporated in April 1998 that develops, manufactures and markets integrated systems for the analysis of genetic variation and biological function. In 2014, Illumina was named the world’s smartest company by MIT Technology Review.

The Challenge

Illumina recently launched a new content marketing campaign around a fantastic resource comparing qPCR, Sanger Sequencing and Targeted Resequencing. However, without compelling top of the funnel landing pages and copy that spoke in the same language as researchers, it would be harder to persuade interested leads to opt-in.

Even more frustrating was the fact that if the keywords searched by researchers weren’t strategically aligned downstream with the copy of the landing page, and to the guide itself, the campaign would likely result in less than optimal usage of resources.

The Solution

Supreme Optimization’s senior copywriter and Ph.D. level marketing consultant conducted deep keyword research. With the experience of actually using Illumina’s TGRS instruments, we were able to devise highly targeted and relevant keywords to go along with compelling landing page design and copy. Moreover, we provided two versions in order to A/B test the pages against each other. Supreme Optimization understands that in marketing, real-world testing determines the final decision.

A/B Testing for Conversion Optimization

Supreme Optimization provided two versions of the landing page with different designs and textual copy.
Version A was our control, and utilized original copy and diagrams from Illumina.
Version B was fully designed with Supreme Optimization’s direction by guiding the visitor to a common goal of downloading the guide by utilizing clear and concise headlines, two step opt in call to actions that stand out, testimonials to build trust, and diagrams that stir interest.

If you market life science products or services online, then contact us today to see what we can do for you.


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