Medical Imaging Company Increases Leads Generated by 51%

Challenge

Simply put, everything TeraRecon creates is visualization software. However, their website lacked the right type of visualization to showcase their product. Defaulting to walls of text and screenshots to portray their software was not only difficult to navigate on the user end, but also didn’t do the product justice. What they needed was something interactive. Something that was both pleasurable for TeraRecon’s end users to navigate, and easy for TeraRecon's internal team to manipulate and edit. They needed a best-of-both-worlds solution in the form of a sales-ready website and scalable, interactive product tours, and New Breed was happy to deliver.

Solution

Along with a full website redesign, our Senior Web Designer, Pete Emerson, was tasked with creating single page interactive tours of the products to eliminate the ineffective and overwhelming nature of their previous product display. Pete decided it was best to create a virtual and interactive product tour experience that displayed TeraRecon products in an intuitive and visually interesting way. In order to meet the need of one page per tour, he implemented three custom tiers of nested information for each tour. The tiers consisted of Chapters, Slides and Points, each one built into the other. Using semantically named HubSpot CMS custom modules inside flex columns for each chapter within a tour allowed us to significantly reduce the number of unnecessary modules needed on a given page. This also gave TeraRecon an easy way to scan and manipulate the tours on their end while the setup of console error messages alerted the client of any flawed editing. An addition of HubSpot custom events to the virtual tours made it possible to track how people were using them and triggered a custom event every time the positional tracker changed. The whole thing was topped off with a custom tour selector designed with CSS located on its own web page within the site.

Result

TeraRecon created 3 fully interactive product tours from New Breed's template featuring their Lung, Cardiac MR, and 3D printing software products. Since the launch, the tours page has become the third most popular web page on their site and has driven 1100 views to the 3D Printing tour page alone. Compared to their home page (with a conversion rate of 0.3 percent), their tours pages are operating at a conversion rate of about three percent, where there were no conversion opportunities available before. When compared to the previous quarter TeraRecon saw a 50.93 percent rise in contacts and a 14.24 percent rise in visits overall in the post-tour launch quarter.

The best part about all of this is that TeraRecon didn’t have to compromise on ANYTHING. We delivered a product that is easy for the client to use (we barely had to train them), is scalable enough to be used for similar projects, has measurable results and is easy and enjoyable for the end user to navigate. 

TeraRecon creates incredibly important, cutting-edge medical imaging software and we were delighted to help them showcase it. With a brand new website hosted on the HubSpot CMS and custom interactive tours to boot, TeraRecon had everything in place to grow their lead generation and scale their business effectively. We at New Breed are in the business of building partnerships and facilitating continuous growth for all our clients, which was no exception when it came to working with TeraRecon.