Case Study

Aligning online sales and marketing processes and driving revenues for leading DNA test specialists.

NorthGene provide DNA identity testing services to the legal profession, coroners, embassies and direct to the public. DNA testing is becoming increasingly commoditised with new players entering the market offering online services, competitive rates and quick turnaround times. As one of the first testing companies in the UK, NorthGene needed to change if they were to retain and grow their market share.

The company decided to focus on legal and governmental clients but first needed to make some changes in order to achieve the growth they wanted. Investing in their laboratories and personnel, NorthGene then commissioned us to improve their online presence, develop and integrate their ordering and management systems with the aim of streamlining their processes, increasing capacity and generating sales.

An audit of their website identified where improvements could be made. We undertook a detailed program of work improving content and user experience. Our team then developed and integrated bespoke online ordering, customer relationship and laboratory systems and devised and implemented a search and media campaign to drive traffic to their newly optimised website.

Results achieved

197% increase web traffic
234% growth in revenue

“Definitive’s contribution to our success cannot be overstated. Their team’s technical ability, knowledge and ongoing support has helped us not only reach, but exceed our revenue targets.”

Ryan Wetherell, Business Development Manager, NorthGene

NorthGene – New Website
NorthGene – CRM
NorthGene – Process Schematic

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