For marketing professionals who need to engage with life scientists Biocompare offers access to more than 3 million scientists who visit our site annually to discover, learn about, and choose the products they need for their research.
Biocompare’s unique platform facilitates interaction with scientists during all stages of product discovery from in-depth educational content to the world’s largest life science product comparison directory.
We created this short video to demonstrate how researchers interact with the Biocompare Product Directory to help you better understand the monthly reports all of our product directory listing partners receive as part of their Biocompare Product Listing investment.
Scientists looking for a particular product start by searching our comprehensive product database, which contains over 7 million products from close to 400 suppliers and growing. Here scientists simply type in the product they are looking or can use one of our specialized search tools to narrow their focus.
On this page, which we refer to as a Product Matrix Page, scientists can see the results of their search; where they can compare similar products from different manufacturers. They can also read reviews written by other life science researchers about these products.
The Product Matrix Page contains engagement opportunities with a Biocompare visitor presenting suppliers with an opportunity to generate brand awareness, receive high converting referral traffic or generate sales ready leads.
When a visitor decides on a product they would like investigate further, they can either click on the product name to review vendor-supplied product details or they can engage with the calls to action highlighted on the site.
We currently offer two call to actions on our matrix pages; the first is the Supplier Page button, which directs visitors to the product information on the supplier website, or the “Request a Quote” button where contact information and purchasing timeframe from the scientist is gathered.
Research we have conducted shows that 90% of Biocompare visitors go on to contact the supplier by either using the call to actions on that page or by other means, such as going to the supplier website directly, emailing, or phoning a supplier.
When a visitor clicks on a product name from the product matrix page, they are taken to a page that contains a detailed description, along with the specifications provided by the supplier for that product. We call this page a Product Detail Page. These product details views are valuable as it means a visitor selected this product from a long list of possible options.
You’ll notice that the same call to actions buttons found on the Product Matrix Page are also on the Product Detail Page. In this example, the primary call to action is Supplier Page which takes researchers directly to the product specific page on the supplier website.
The specific url for each product is supplied to us by the company as part of our product listing program. We recommend using the Supplier Page call to action for products that have a relatively short sales cycle, such as antibodies, kits, biomolecules, general lab consumables and other reagents.
When a Biocompare visitor is searching for equipment they will also see search results organized in a similar manner. These pages offer the same functionality, where visitors can compare products, read product reviews, click on the product name to take them to the Biocompare Product Detail Page for that product.
You’ll notice that on these pages the primary call to action is ‘Get Quote”.
From either this page, or the product detail page, a visitor can Request a Quote for that product by clicking on the orange Get Quote button.
The visitor is then presented with a form that they can complete to submit their request. On this form they provide their full contact details as well a purchasing time frame, which can be used to help determine the sales cycle for this product.
Leads are delivered directly to suppliers as an excel file via email. Each listing partner determines how often leads are delivered. In most cases leads are delivered three times a week although some suppliers choose to get them delivered daily.
These leads represent serious purchase intent and should be followed-up on as soon as possible to increase sales conversions. Our visitors have stated that those companies who respond within in a timely fashion are more likely to get the sale.
At Biocompare, we take ROI very seriously. Every month, we deliver a detailed report that highlights how our visitors have interacted with your products on our directory.
On this report you will notice values assigned to Views, Clicks, and Contact Leads.
The product views refer to how many times a company’s Product Detail Pages were viewed by a Biocompare visitor. As we’ve outlined above, these views occur when a visitor chooses to learn more about a product and views the supplier-provided product information on biocompare.com.
The product clicks refer to how many times a Biocompare visitor clicks on the “Supplier Page’ button found on either a product matrix page or a Product Detail Page. When an end user clicks on ‘Supplier Page’ they are directed to where that product information exists on the supplier’s website. These clicks represent sales-ready referral traffic. Our studies show that this traffic has a high sale conversion rate.
The Directory Leads represent the number of leads sent to a supplier as a result of a Biocompare visitor completing a “Request a Quote” form found on either a Product Matric Page or a Product Detail Page.
As seen with the clicks generated from our product directory, these request a quote leads represent sales-ready interest and should be followed-up on within 48 hours; as data supports those companies that follow-up within that timeframe are more likely to get a sale.
Additionally, we provide a summary of the purchase timeframe for the directory leads provided with each report, which can help demonstrate that in the majority of times, the purchase intent is imminent.
In addition to this summary report; we provide in-depth and detailed reporting that can show directory views, clicks and leads by catalog number, so you can see which products are performing best on our site. We can also do the same on an institution basis.
We are always happy to provide a detailed walk-through of our comprehensive reports and share how our customers use the data contained within to help inform their business decisions and more than justify the ROI on their Biocompare investment.
At Biocompare our mission is to make it easier for researchers to find the products they need. As part of this mission, we also ensure that supplier products are placed in front of the right audience.
Understanding how scientists interact with our product directory will help you realize the value that our audience and our platform bring. If you have any questions please feel free to reach out to your Biocompare sales representative or email sales@biocompare.com.
Get Quote