Actylis
Overview
Actylis is a global manufacturer and distributor of pharmaceutical intermediates, human health products, and performance chemical products. The company was formed in September 2022 through the merger of eight experienced specialty manufacturing companies and three sourcing firms. Actylis operates in various industries, including biopharma, cosmetics, chemicals, and agriscience, providing critical raw materials to these sectors
Recent Rebranding
In a strategic move to capture a larger share of the market and increase revenue, Actylis underwent a rebranding initiative. The company's CEO, Gilles Cottier, described Actylis as "an entirely new and transformed company designed for the challenges and opportunities of the 21st century." This rebranding effort signifies Actylis' commitment to becoming an integrated global specialty ingredients manufacturing and sourcing powerhouse.
Actylis partnered with Marlabs to assist them along this digital journey, specifically, to create an experience to address the often times weeks long procurement process of researching and ordering materials and supplies.
Research and Discovery
The team conducted extensive research and discovery to identify the key elements that would make its website successful. The company gathered feedback from customers, analyzed industry trends, and assessed its competitors' online presence. This research informed the development of the new website, ensuring that it met the needs of Actylis' target audience.
The team also worked closely with Actylis' branding agency, and because my team and I had a deep background as former marketers, we were able to seamlessly integrate their insights and positioning of Actylis from their brand name into the very interaction of the web site experience.
Interviews with key buyers, like scientists and procurement purchasers highlighted their struggles with traditional processes of ordering.
Customer service teams shared insights on what goes on behind the scenes during calls with customers looking to order.
From those conversations, we were able to develop detailed personas and customer journeys. We also combined this research with the marketing research of the brand agency partner so that Actylis understood how the brand, the experience and customer service created value for site visitors.
Brand elements informed the design of the site and offered a brand new, forward thinking path for Actylis into the modern digital world, where procurement and shipping of industrial supplies are done with the same experience as B2C.
Wireframes were created to test the functionality of features for our test users, who we interviewed earlier
User Experience
Taking the learnings of the research, we designed a very dynamic site that's easy to navigate, find the product information the users are looking for as well as designing an easy procurement process that keeps the buyers and their entire organization in the loop.
By launching the new website and brand, Actylis has established itself as a leader in the life sciences and specialty chemicals markets and has provided its customers with a valuable resource for finding products and solutions.
Features
The new website reflects the company's transformed brand identity. The website provides an overview of the company's product portfolio, services, and operations. Visitors can access information on Actylis' product offerings, including finished dosage form generic pharmaceuticals, pharmaceutical active ingredients, and specialty performance chemicals.
The website provides an extensive product portfolio, offering over 4,000 products in various categories, including GMP and non-GMP raw materials and performance ingredients. The product listing is categorized, making it easier for customers to find specific products.
Actylis understands the specific needs of various industries, including pharmaceuticals, agriculture, cosmetics, nutrition, and specialty chemicals. The website has dedicated sections for each industry, highlighting the company's expertise and offerings for that particular sector.
The website highlights Actylis' global presence, with operations in 10 countries across three continents. This information is essential for customers who need to ensure that their suppliers have a strong global footprint.
The website has a resource section that includes information on the company's history, mission, and values. This section also features news and press releases, providing customers with an understanding of the company's activities and initiatives.
Impact
Actylis' recent rebranding and website launch mark a significant milestone in the company's transformation journey. By creating a new brand identity and establishing a strong online presence, Actylis is well-positioned to capture a larger share of the market and increase revenue. As a leader in the life sciences and specialty chemicals markets, Actylis is committed to providing critical raw materials to various industries and driving growth through innovation and strategic partnerships.
Increase in Website Traffic
The website has seen a 25% increase in traffic since its launch, with more customers visiting the site to research their procurement needs from Actylis' products and solutions pages.
Reduction in Bounce Rate
The website's bounce rate has decreased by 50%, indicating that customers are spending more time on the site and engaging with its content, based on modeling the interaction strategy off of actual research behaviors.
Increase in Online Inquiries
Actylis has seen a 30% increase in online inquiries, with more customers reaching out to request product information and quotes.