Key Takeaways:
- e9digital created GoToKnow’s new website to make at-home health testing a no-fuss experience.
- The site’s UX design simplifies finding what you need, loading up your cart, and taking control of your health.
- GoToKnow’s website is built to grow, with room for more products and exciting new genomic tests coming soon!
Sometimes, getting a family member to the doctor’s office feels like pulling teeth. While talking to an expert will always be necessary (at least once a year, people!), cutting-edge technology from GoToKnow will offer supplemental knowledge to increase understanding about overall health. Under the Sapphiros family of companies, GoToKnow is the future eCommerce side of rapid testing kits created by those institutions. Many exciting genomic tests, including Fitness and Nutrition DNA Wellness Tests, are in the works.
The team at e9digital worked with Sappiros to create several websites for their brands, including Biocrucible, Satio, and GrapheneDx. Working on an extensive portfolio of websites was a satisfying creative endeavor for our designers. Each website has to match the needs of the specific target audience while also fitting within the overall style of Sapphiros.
GoToKnow was a particular challenge because it’s a B2C brand and needed to appeal to everyday people looking to improve their health, not just entrepreneurs or researchers. However, with plenty of eCommerce experience for retailers such as Crumbly Cafe & Bakery and emerginC, we were excited to get started! Our first challenge: to create a name for the company. We went through rounds of initial brainstorming and ultimately landed on GoToKnow. Their products are all about understanding and taking action for your health, so the name reflects how a consumer can get the knowledge needed instantly.
“We worked closely with the client to understand their drive, thoughts, and feelings about the product. It was critical that we understood what they wanted the educational and emotional takeaway to be for the product so we could create a name that solidified their presence in the marketplace.” Jesse Cohen, Creative Director | e9digital
78% of consumers see logos as works of art
And our designers at e9digital have to agree! The logo becomes synonymous with your brand: it has to capture the audience’s attention without confusing or overwhelming them. GoToKnow needed a new logo and knew they wanted it to be text-based, but our team took it from there. We offered them four options, and they chose the final one. It utilized the company’s brand colors, moving from vibrant green to light blue across the text.
Vibrant green and light blue were the perfect color choices to appeal to customers looking for health improvement. People associate green with growth because of plants, leaves, and trees, and blue often symbolizes health, making the two colors a perfect pair for GoToKnow.
Following eCommerce best practices to encourage conversions
When you click on a website that sells a product, you have an inherent expectation about the features you’ll find there. We’re all so used to it; it’s intuitive! That’s why hiring an agency that understands eCommerce is vital so that the customer has no barrier to making a purchase (if they do, they’ll go to your competitor).
The homepage for GoToKnow follows eCommerce best practices, with functionality including:
- The logo in the top left corner so people know they’re at the right page.
- A condensed navigation to make it easy to find the product page for the item a customer is interested in.
- A shopping cart in the top right menu that displays the number of items in the cart.
- A shorter hero image so that people see the products beneath and know to scroll.
- Product spotlights that link to the internal product page where people can get more information.
“Once customers see the products, they’re going to start looking for information about how the product works, why they should buy it from this particular site, and why the site has the authority to sell it.” - Tim Kirchoff, Lead Designer and Developer | e9digital
The reader can find that information on the homepage, with easy-to-digest information about the technology that caters to a general audience. The site’s voice is authoritative and caring but also educational so that people understand exactly what they’re purchasing. Plus, there are highlights about major players at the company to reassure people that they’re buying from a reputable brand.
“I like the look and feel of the homepage. It’s very fresh.” - Mark Gladwell, Chief Executive Officer, President and Board Member | Sapphiros
While many of GoToKnow’s genomic tests are still in the developmental stages, the website gives them a platform to generate interest and build their email list. Customers can sign up for notifications on product pages when tests are ready, teeing people up for launch. Our marketing team encourages email newsletters because 60% of people sign up for them to get an offer or sale from a company. A website is the perfect opportunity to build that list.
e9digital creates websites with growth in mind–while GoToKnow has four products at the moment, they could eventually have upwards of 30. Our designers created the site to be easily expanded and add more product pages and homepage content later. We’re excited to see how GoToKnow grows and pushes the boundaries of at-home testing in the marketplace.
The designers at e9digital thrive when working on unique projects like the one for Sapphiros and their brand of companies. We don’t just brand a company but create a look and feel that sets you apart in the marketplace. If you’ve got a complex corporate structure and need help designing websites that make sense for your target audience, generate leads, and increase conversions, contact our team today.
