CosmerRNA is a subsidiary of world recognized South Korean biotechnology company, Bioneer.
As a pioneer of state-of-the-art molecular biology products and technology, Bioneer introduced CosmeRNA, a revolutionary RNA-based hair tonic to combat hair loss.
Targeting a global product launch, Bioneer approached Disrupt to transform their website into a high-functioning, streamlined experience where the science focus could be seamlessly integrated with easy to access, modern design.
To bring life, energy and brand posterity to the website, Disrupt also produced a full suite of creative content including photos, images and a commercial level production hero video that featured how to use the product.
Phase 1
BASIC WEBSITE DESIGN & SHOPIFY SET UP
The previous CosmeRNA website was solely designed to showcase the product, leading to a lack of functionality and a clear strategy.
To create an effective e-commerce website, we embarked on in-depth research and analysis of the target persona and the anti-hair loss product market. Our primary objective was to design a website that resonates with the audience and prioritizes conversions, while utilizing CosmeRNA's existing content assets.
Consequently, we seamlessly integrated all elements into Shopify, including shipping, and payment setup, among other crucial aspects. This comprehensive approach ensures that the new website not only boasts an appealing design but also functions seamlessly to provide an enhanced user experience.
Phase 2
Website redesign & Content Creation
After launching the functional website, it was time to focus on making improvements.The initial area that required attention at CosmeRNA was the lack of content. The website only had product images, which failed to effectively communicate the product's benefits. To address this, we implemented three content types:
1. Hero Video: We created a short and straightforward video that clearly explained the unique selling points (USPs) of CosmeRNA, ensuring visitors understood the product's value proposition.
2. How-To-Use Videos: Since CosmeRNA was a novel product with a distinctive packaging, it was crucial to provide a video guide on how to use it correctly. This helped customers feel more confident in using the product.
3. Use Case Images: To establish a connection with potential customers and allow them to envision themselves using the product, we integrated content showcasing real people using CosmeRNA. This approach created a relatable and engaging experience.
In addition to enhancing the content, we leveraged Data and AI analysis to improve the overall website design. Our main focus was on optimizing the user experience and maximizing conversion rates. Furthermore, we carried out thorough copywriting work to ensure that the website's messaging was clear, compelling, and aligned with the brand's identity.
Phase 3
Website Improvement and Optimization
In the previous stage, we utilized the content developed to focus on optimizing user experience and maximizing conversion rates, leading to an overall improvement in website design and the optimization of website functionalities. We used data and AI analysis tools to understand consumer behavior better and enhanced the placement, visuals, and copywriting of content to provide consumers with a smoother shopping experience. In particular, we updated the website copywriting overall to ensure that the messages conveyed to consumers are clear, attractive, and consistent with the brand identity.
Furthermore, we focused on Search Engine Optimization (SEO) to enhance the visibility and search engine ranking of the website. To achieve this, we added metadata to all content and integrated relevant keywords throughout the site. Additionally, we improved the search engine-friendly page structure to contribute to organic visibility and user search convenience.
Phase 4
Localization
After the website improvement, we conducted country-specific localization efforts to establish a deeper connection with customers in each country and enhance the purchase conversion rates. During this process, we translated and adjusted the content into Spanish, French, and German to provide a smoother user experience to customers in each country. As a result, we improved the website's visibility, user experience, and accessibility in search engines in each country, allowing CosmeRNA's products and benefits to reach a larger pool of potential customers.
