Motic

Motic Digital Pathology: Marketing success with optimized landing pages

Date
2022-2023
Industry
  • Manufacturing
Services
  • Support
  • Web Dev
Budget
$$,$$$
Client details

Motic, a leader in optics since 1988, is part of a global company that innovates for a better future. The manufacturer’s slide scanning systems are used worldwide.

Outcome
  • New landing pages for the new product presentation
  • x3 conversion rate growth of the landing pages
  • Ads marketing & sales goals were fully achieved

The launch of new products is a critical phase for every company. After extensive negotiations and detailed discussions, we agreed to work together on this important project.

Objectives and strategy. Our main objective was to introduce the new product line to different customer segments within a tight timeframe. To achieve this, we decided to create targeted landing pages that would highlight the key features and benefits of the new scanners for each specific target audience.

Market analysis and positioning. We began the project with a comprehensive analysis of the US market for high-precision scanners. This in-depth research allowed us to understand market trends, identify key competitors and determine the best positioning strategy for the MoticEasyScan New Infinity product line.

Target audience differentiation. It was important to understand the different needs and problems of our target groups — hospital and laboratory managers and pathologists. These insights allowed us to customize the USPs for each target audience and ensure that the landing pages were tailored to their specific needs and challenges.

Landing page development for a manufacturing company

We carefully created the design layouts for the landing pages, strictly adhering to the company’s corporate identity guidelines. Once the designs were approved, our development team took over and ensured that the landing pages were not only visually appealing but also optimized for the web server’s performance.

Landing page conversion optimization. To increase conversion rates through paid advertising, we developed an effective “lead magnet.” This tool was designed to capture email addresses, which were then automatically forwarded to Sales Force and Mailchimp, allowing for seamless follow-up and engagement.

Integration and analytics. We implemented Google Analytics to track user behavior and measure the effectiveness of our campaigns. We also integrated forms with Zapier, which allowed for extensive integration and data sharing with various cloud platforms and services our client uses. This setup provided valuable insights and streamlined data management processes.

Overcoming challenges in the web development process

  • Tight deadlines: One of the biggest challenges was the tight schedule. Coordination between design, development and marketing teams required precise project management and clear communication.
  • Target group segmentation: Another challenge was to differentiate the messages for different target groups while maintaining a consistent brand language. This required a deep understanding and customization for each segment.
  • Technical integration: Smooth integration with Sales Force, Mailchimp and Zapier was technically challenging and required careful planning and execution to avoid disruptions in data flow.

Results and impact. Our client received new, highly optimized landing pages that effectively showcased the benefits and features of MoticEasyScan New Infinity products to pathologists, physicians, lab managers and hospital administrators.

The Motic team reported that their marketing and sales goals for customer acquisition were fully achieved during the 2022 promotional campaigns.

The landing pages had a high conversion rate throughout the advertising campaign. Based on this successful collaboration, we have planned further joint projects for the coming year to build on this momentum and achieve even better results.

Given the success of this project, we look forward to continuing our partnership with Motic and planning new initiatives that will leverage our joint expertise to drive further innovation and market penetration.

Mr. Tesov and the Uwindi Team were very supportive. Based on our very positive experience, we will definitely expand the areas of our cooperation. As for Mr. Tesov’s personality, I would like to highlight his proactive, responsible approach, his impressive professional background in the field of digital marketing and his ability to solve tasks quickly and smoothly within a tight deadline. I am happy to recommend Mr. Tesov and the Uwindi team in the field of digital marketing and web development and look forward to further cooperation.

Jojo Dea
Jojo Dea
Marketing Manager at Motic
Works
Uwindi digital marketing agency team
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