Front Range Community College Pathways Bioscience Web Design Proposal The write-up is expected to be 1 page, single-spaced, Times New Roman Font Size 12, a

Front Range Community College Pathways Bioscience Web Design Proposal The write-up is expected to be 1 page, single-spaced, Times New Roman Font Size 12, and 1-inch margin. I’ve attachedmy Pathways Bioscience WEB DESIGN PROPOSAL for you to read and help you brainstorm the metrics page. Would you be able to ONLY write a metrics page. I need you to write about what metrics to be used that can help monitor the progress moving forward and indicators of change. Metrics use to track the smart goals and new website implementation? This might include what metrics, their importance, what they will tell us. WEB DESIGN PROPOSAL
May 2020
Background
Company Information
Dr. Joe McCord
PhD Biochemistry
Dr. Brooks Hybertson
MBA & PhD Analytical Chemistry
Dr. Alan Gao
MBA & PhD Molecular Biology
Mr. Swapan Bose
Three Decades of
Laboratory Experience
Pathways Bioscience was founded in 2014 by a team of
Biological Scientist Entrepreneurs based out of Aurora, Colorado. The
team was originally led by Dr. Joe McCord whom co-discovered the
superoxide dismutase enzyme that launched the whole field of redox
biology. As impressive as Dr. McCord’s resume is, he is supported by
a talented cast of medical researchers. Dr. Brooks Hybertson has both
his MBA and PHD in Analytical Chemistry. He brings ample amounts
of experience pertaining to oxidative stress, the Nrf2 transcription
factor and the development of new pharmaceutical and dietary
supplements. Dr. Alan Gao also has his MBA and PHD in Molecular
Biology. Dr. Gao is an expert in the field of genomics and the
measurement and interpretation of gene expression. This all-star team
rounds out with Dr. McCord’s lab assistant of three-decades, Mr.
Swapan Bose, and Mr. Mike Lu providing the financial and strategic
operation behind this team.
The primary belief of Pathways Bioscience is to support the cell
protection mechanisms inside one’s own body. By doing so it provides
the crucial support to avoid and overcome health problems. The team
combines their wealth of knowledge, decades of experience and
passion for making people healthy to develop and commercialize a new
dietary supplement. The Nrf2.0 technology targets the Nrf2 cell
signaling pathway to influence cytoprotective mechanisms.
The technology they have created is available in their PB125
patent-pending dietary supplement product. PB125 is a safe, potent
Nrf2 activator. The product contains active ingredients such as
carnolsol, withaferin A and luteolin, all derived from natural plants and
safe for the human body. The combination of the synergistic pathways
is what allowed for Pathways Bioscience to request a patent.
When administering PB125 it is an easy by-mouth once per day
supplement. Currently, the product is offered in a 60-day supply with
the price tag of $50.00 USD. The company does offer a bulk discount
when ordering 10 or more bottles, and on top of that they offer a
veteran’s discount on any amount ordered.
Pathways Bioscience currently targets consumers over the age
of 40 years-old and more primarily consumers in their 50’s, 60’s, 70’s
and 80’s. To narrow in this demographic, consumers with high fat,
meat and junk food intake are the most significant benefactors for this
product. This demographic has been tested and shown the greatest
benefit from the PB125 technology.
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Current Digital Marketing Strategies, Problems and Performance
Pathways Bioscience has been active with digital marketing efforts in the past. The
company owns a website, Facebook and Instagram social media pages. After conducting an
initial audit of the company’s digital marketing efforts, we found that each component had its
faults readily available for improvement. The Facebook and Instagram posts were lacking
attention from their visitors and didn’t have a sufficient amount of posts. For a company centered
around a product they are trying to sell, Pathways Bioscience lacks a presence on their social
media sites.
We know the company needed help on their social media presence; however, their
website presented many more challenges. Like many companies trying to sell in the digital realm
the website is the backbone to the operation. The social media sites, advertisements and search
results all land back on the website to complete the purchase of the PB125. It is with this in mind
the website is the primary focus for the initial changes to Pathways Bioscience new digital
marketing efforts. The website is the primary source of sales for their digital efforts and therefore
will be the challenge our team sets to conquer and resolve.
Problems with the Website
The website has a simplistic sleek design with visual elements that complement the
company’s product and logo. When venturing to the Pathways Bioscience webpage there are a
few concerns. First, there is a large red banner at the top of the homepage directing visitors to Dr.
McCord’s Facebook page. Unfortunately, this is a distraction to the visitors and ultimately may
lead visitors away from the site where they are hoping for conversions through purchases. There
are a few positives to notice on the website initially. The navigation menu is not over-bearing
and does not interfere with design of the webpage. Another positive is the company has the
ability for customers to setup an account. When repeating customers return to this page, it creates
an encouraging notion they are valued and can have an expediated check-out experience.
A second concern for this welcome page is how the visitor is most likely to navigate and
get lost. Above the fold is a call to action (CTA) to learn more about the Nrf2.0 technology for
aging health. The first thought is this is an
informative website and not a purchasing source
for the company’s product. If social media or
search engine ads direct to this website visitors
will feel they landed in the wrong spot and quickly
exit the website. This will ultimately result in a
high bounce rate. A positive take-away above the
fold is the company establishing credibility with
their high number of publications and citations. A
feat any company should be proud of.
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If visitors decide they want to learn more and hope to find the product they run into more
informational CTA’s. Once again, this sends customers to the same science behind the product
page. Should visitors move beyond that they are stuck with a choice; once again they are asked
to learn more going to the science behind the product page for a third time and the other choice
being the product. The product contains a CTA to “Shop Now” but doesn’t have a Unique Value
Proposition (UVP) as to why the visitor should “Shop Now”. Also, the button on the “Shop
Now” blends into the background of the webpage and will not grab the visitor’s attention or
encourage conversions. One more scroll after this leads to another split-decision where the
visitor can learn more about the doctors or again be directed to the science of the PB125 page.
The very bottom of the page has a CTA to subscribe to updates but doesn’t tell the visitor what
type of information they will be getting if they follow through.
Current Performance of the Website
Unfortunately, we were not able to view any previous data pertaining to the website.
After conducting Google Analytics on pathwaysbio.com, we found the website to not be
generating any traffic. This was our initial fear but expected with the problems identified. When
the exact technology of the product or the product named is typed into the Google search engine,
Pathways Bioscience appears as the first result. However, their product never appears as
recommended by Google nor does the company appear with similar search words. Essentially, if
you aren’t seeking the product specifically then you won’t find it on the search engine. This is a
major problem with the desire to expand their customer base throughout the United States, and
this heightens the reason for a landing page renovation.
Recommendations
A redesigned landing page for Pathways Bioscience will act as a springboard for the rest
of the company’s digital marketing efforts in the future. It is with great hope these
recommendations are considered and implemented with the appropriate tools to track the
success this will bring. Appropriate tools and actions can be found in the following sections. To
easily understand and get a comprehensive understanding of the changes we recommend, the
landing page has been divided by the scroll count the visitors would be using.
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Site Header
The site header is one of the first impressions a visitor gets to when navigating to the
Pathways Bioscience landing page. Having the company name and logo in an easy to see
location on the site is essential to let the visitor know they have landed in the correct location.
One of the biggest problems with the previous website design was the large Red Facebook
advertisement directing visitors away from the website and to a place where purchases could
not be converted. Take solve this problem, the banner will be removed, and simple Instagram
and Facebook linkable icons will be displayed. For repeat visitors the account sign-in will remain
in the top-right corner of the page to make their checkout process straight forward. There will
be a “Buy Now” vividly displayed in the top right corner next to the account icon to draw the
visitor’s attention and courage conversions without needing other necessary information or
distraction. The next change to the site header will be the navigation menu.
The menu will be displayed below the company logo and feature “About”, “News”, and
“Contact” icons. The “About” page will be directed to a brief overview of the doctor’s history
and a condensed easily understandable explanation to the science they use for the basis of the
product. It will also feature product testimonials to help develop a personal connection with
visitors. The “News” link will be where they can feature the publications the team is featured in
and updates regarding their product. The “Contact” page will feature a messaging feature the
company will use to engage with visitors. With this being a medical product, it is
understandable that questions may arise. As this feature develops the website can feature
frequently asked questions and answers.
Above the Fold
This component of the landing page is right below the header and is the first immediate
impression the visitor gets on the webpage. One main focus of the landing page was to simplify
the design and encourage conversions. To maintain that focus a Three-Question website
centered design will fit Pathways Bioscience the best. This approach asks three straight-forward
questions to encourage visitor actions. The questions are:
1. What are you offering?
2. Why should I pick you?
3. What do you want me to do next?
These three questions address what was identified as some of the problems initially. The
purpose of the website was unclear and didn’t encourage conversions; which in this case was
purchasing the PB125 product. Now above the fold these three questions will be answered
immediately. Question 1 will be addressed by the product PB125 being the primary focus. This
is the company’s primary product and it should be positioned immediately to encourage
conversions. The product image on the left will serve two purposes.
The first is to show new customers what they will be getting, and the second is to remind
repeat customers they are looking for the correct product. Accompanying the product image
will be the primary benefits and patent pending research behind the product. This straight and
to the point information should lead elegantly to the third questions answer. Pathways
Bioscience wants the company to buy the product so the “Buy Now” button will be highlighted
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and a clear CTA for the visitors. At the bottom of the fold will be some additional product
specifications just in case the visitor is needing a little more convincing.
First Full-Scroll Past the Fold
If the website visitor is not encouraged above the fold of the website, the second
section of the landing page becomes equally important. Scrolling to this point in the page
indicates the visitor needs more convincing to convert. With this company being centered
around a medical product, this is where the science behind the operation comes in handy. This
section will give the details on how the product works and why it is beneficial to the target
audience. Pathways Bioscience has extensive and decade’s worth of research behind this
product.
A brief overview of how the product works overtime and the highlighted benefits will
start this section of the landing page. To the side a graph will illustrate the effects the product
can product. By doing this it will couple together different visual elements to encourage visitor
conversion. It is also important to mention this will help maintain the attention of the visitors.
Another CTA will be featured below the product to “Learn More” information. So, if the visitor
chooses to, they can continue to the research landing page where a more extensive, but still
understandable, research explanation page will be featured.
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Second Full-Scroll Past the Fold
The third-full scroll past the fold will be the final scroll for this landing page. To
complement the research just learned about in the scroll before, there will be client
testimonials. The Facebook page featured some old comments from consumers that had used
the product. Reutilizing these reviews from customers and having them displayed on the
website landing page could really establish credibility with the visitors. The testimonials will be
continually updated to maintain a fresh appeal to visitors. Along with the quotes will be stock
or actual photos when permission is granted for use. This real-life appeal will be sure to have a
significant connection with visitors.
The bottom of this landing page is the last attempt to get a conversion from the visitor.
To capitalize on this opportunity a “Subscribe to Newsletter” button will be highlight. By having
visitors subscribe, there will be additional opportunities for sales conversions if they weren’t
doing so on their first visit. Lastly, a “Buy Now” button will be highlighted and featured again to
promote a sales conversion without having to scroll back to the top fold of the landing page.
Footer for the Landing Page
The footer for the landing page will follow the same type of design the header does to
maintain continuity throughout the landing page. A navigational menu will feature the “About”,
“News”, “Contact”, and the social media icons to encourage more looking around the website
and extend the visitors session duration. For ease of navigability on this landing page an
additional “Scroll to Top” feature will be implemented. To conclude the footer the necessary
legal compliance information for the company will be provided to display the company’s
transparency and the copy right information.
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These recommendations help maintain a view of the website built best for scrolling and
provides an ease of navigability. The primary market for PB125 is primarily over the age of 50.
While they are sufficient and capable users of technology, the ease of the website matters
greatly.
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Action Plans
Pathways BioScience Website Engagement SMART Goals
1. By the end of CY20Q3, we will increase session to sale conversion rate by 5%. We will
measure this rate by using the equation:
Revenue per Session = Total Monthly Revenue / Total Monthly Unique Sessions.
2. By June 4, 2020, a plan will be in place to optimize UX, and thus user engagement. We
will increase engagement by 50%. ‘Engagement,’ will be qualified by a user taking any of
the below actions:
o Completing a contact form
General request for contact
Prior to exiting – last call!
o Signing up for email list (Do they have email marketing capacity?)
Moving forward, this will be measured using the equation:
Conversion = Total Monthly Engagements / Total Monthly Unique Visitors
3. By June 4, 2020, a plan will be in place to increase average session duration, thus
decreasing bounce rate. By improving and scaling content across the website, we will
increase average session duration to 4 minutes, and reduce bounce rate to 78%.
All goals assume *historically consistent website traffic, using data from **Google Analytics.
*Average monthly page views calculated with past two years of data.
** All data for all metrics will be accessed through Google Analytics
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Measurements
Metrics to monitor the progress moving forward and indicators of change.
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