Custom Research Solutions
Evaluating Supplier Web Sites and Catalogs
Providing a definitively useful product catalog to a life scientist can insure your brand remains a favorite in the lab for years of repeat buying. Web sites, often encompassing the product catalog and more, also have the power to explain complex products simply using online tools and resources. This can improve your customer experience by increasing order confidence, ease-of-use, branding, cross-selling, customer education, and order volume. As such, the potential to gain market share through effective use of these channels is greater than ever before. A professional Sales Channel Analysis provides evaluative measures that will assure your catalog or web site is performing to its highest capabilities.
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Case Study: How do users perceive my catalog and how can it be changed to improve sales?
By conducting a readership study of our client’s catalog, BioInformatics determined how scientists were using the catalog and assessed customers’ satisfaction with their experience. Working closely with our client, we evaluated how actual users read and purchase from the catalog. Instead of an insulated boardroom debate, the client used our primary data from the field with analyses that uncovered key insights into catalog use among their most important customer segments.
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Product Web sites and catalogs serve marketing, sales, and communication roles for most life science suppliers. They provide the front line of contact between suppliers and their customers for product and service inquiries. To help our clients get the most out of this communication, BioInformatics has developed a suite of services designed to maximize sales channel performance. Each service is tailored to a specific channel:
- Web site evaluations – BioInformatics conducts Web site “scavenger hunts” and professional design evaluations to assess content, navigability, and overall site usability. These tools combine survey data with a technical consultation to provide a full-service solution that results in enhanced Web site performance.
- Catalog evaluations – Our readership studies allow suppliers to collect data from actual catalog users. Results are used to evaluate the supplier catalog design and ease-of-use of supplier catalogs. (Graph below)
Click to enlarge
With a detailed understanding of how scientists used their catalog, our client optimized their sales channel to more adequately meet customer needs. Our research pointed directly to ways of improving customer satisfaction and overall usability of the catalog. Following insights from the Sales Channel Analysis, our client has strengthened its brand reputation even more with its industry-leading catalog.
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| To get more information on BioInformatics' Sales Channel Evaluation or to discuss further details of your potential market study, please contact us at 703.778.3080 ext. 12 surveys@gene2drug.com. |
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