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Client: Novozymes Biopolymer
År: 2008
What
Novozymes Biopolymer, a leading supplier of medical-grade hyaluronic acid (HA) and other high-value biopolymers, had asked an agency to carry out search engine optimization on their site. Unfortunately, the agency chose to increase keyword density, which made the text long and boring. Although the hit rate had gone up dramatically, conversions had virtually disappeared and the bounce rate was appalling. Therefore, Novozymes Biopolymer contacted FatDUX to clean up the online mess, increase conversions, and reinvigorate the sales pro- cess.
How
Although the basic design template could not be changed, FatDUX was able to implement a significantly revised information architecture that more accurately reflected the needs of po- tential customers. FatDUX then created page-specific metadata and tailored content for the entire site, including vastly improved contextual links.
Results
Within weeks, Novozymes Biopolymer could note a significant upturn in RFPs from poten- tial customers. Moreover, the customers were much better informed as to what Novozymes Biopolymer could offer, which shortened the sales process. And the Google ranking for the revised site remained high, even though no tricks were used accomplish this.
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