global website leadership
Website Engagement Project
Website Engagement Project
I redefined how we measure Sartorius.com user engagement
Stages
Problem
Engagement rate is high, but the most clicked page element is site search.
While engagement rate is a helpful web page success indicator, we can’t stop there. In 2025 I was tasked with increasing web engagement across Sartorius LPS product marketing pages, and I knew we needed to dig deeper to determine how we can track and increase user engagement.
Problem
Engagement rate is high, but the most clicked page element is site search.
While engagement rate is a helpful web page success indicator, we can’t stop there. In 2025 I was tasked with increasing web engagement across Sartorius LPS product marketing pages, and I knew we needed to dig deeper to determine how we can track and increase user engagement.
Approach
Understand what engages visitors, get inspired, and reshape our product pages experience.
This was a rare opportunity to get my whole team involved and put their UX expertise to the test. Through various research methods we gathered data and turned the data into actionable insights.
Planning steps:
Purpose, goals, and deliverables
Project timeline, milestones, and task management
Team engagement & delegation
Research methods and insights:
Customer proxy interviews
New engagement KPIs
Navigation best practices
Update the on-page experience
Actions:
Partner with stakeholders for content updates
Update the on-page experience
Track efficacy of content changes
Approach
Understand what engages visitors, get inspired, and reshape our product pages experience.
This was a rare opportunity to get my whole team involved and put their UX expertise to the test. Through various research methods we gathered data and turned the data into actionable insights.
Planning steps:
Purpose, goals, and deliverables
Project timeline, milestones, and task management
Team engagement & delegation
Research methods and insights:
Customer proxy interviews
New engagement KPIs
Navigation best practices
Update the on-page experience
Actions:
Partner with stakeholders for content updates
Update the on-page experience
Track efficacy of content changes
Key insights
1) Anticipatory design is key to engaging users.
Users are engaged when their needs are met even before they arrive to your website. This means understanding who your users are, what they want to accomplish, and how to deliver the right content at the right time.
2) Seeing product imagery immediately tells users they are in the right place.
When users are looking for products, they require "information scent" to help them know what we offer and what will happen when they click or tap a link. This can take many forms, but for product navigation, users rely heavily on specific product images to let them know they are on the right track.
3) Long introduction text sets the wrong tone for a product page.
As marketing professionals, it is tempting to tell a complete story so our customers understand they "why" behind our products. The problem is that website users are often in a hurry and have a specific goal in mind, so we must get to the point and prioritize essential content over story.
When users arrive on a product marketing page and do not immediately see product categories, links to the eShop, or a big instrument showcase image, they think they are in the wrong place. Long text introductions and secondary content like promos or new products push the crucial content down and lead to users to exit the page or use site search (often searching for content that the page contains).
Key insights
1) Anticipatory design is key to engaging users.
Users are engaged when their needs are met even before they arrive to your website. This means understanding who your users are, what they want to accomplish, and how to deliver the right content at the right time.
2) Seeing product imagery immediately tells users they are in the right place.
When users are looking for products, they require "information scent" to help them know what we offer and what will happen when they click or tap a link. This can take many forms, but for product navigation, users rely heavily on specific product images to let them know they are on the right track.
3) Long introduction text sets the wrong tone for a product page.
As marketing professionals, it is tempting to tell a complete story so our customers understand they "why" behind our products. The problem is that website users are often in a hurry and have a specific goal in mind, so we must get to the point and prioritize essential content over story.
When users arrive on a product marketing page and do not immediately see product categories, links to the eShop, or a big instrument showcase image, they think they are in the wrong place. Long text introductions and secondary content like promos or new products push the crucial content down and lead to users to exit the page or use site search (often searching for content that the page contains).
Solution
1) Broaden the definition of engagement.
2) Anticipate user needs for specific buying journey stages.
3) Provide a clear navigation path.
Leveraging our gained insights, we set out to truly engage our website visitors by updating a series of web pages and comparing user behavior metrics before and after launch.
We measured success on our product page updates by looking at the the change in eShop link clicks and site searches.
Solution
1) Broaden the definition of engagement.
2) Anticipate user needs for specific buying journey stages.
3) Provide a clear navigation path.
Leveraging our gained insights, we set out to truly engage our website visitors by updating a series of web pages and comparing user behavior metrics before and after launch.
We measured success on our product page updates by looking at the the change in eShop link clicks and site searches.
Outcome
An incredible increase in eShop product link clicks and decrease in site search usage.
After 90 days, I ran an impact report on our Multichannel Pipettes product marketing page and was pleased to see that the results validated our work. We continued to track the efficacy on other product pages the team had updated and found the same results across the board.
54%
Increase in eShop product link clicks
69%
Decrease in site search usage
Outcome
An incredible increase in eShop product link clicks and decrease in site search usage.
After 90 days, I ran an impact report on our Multichannel Pipettes product marketing page and was pleased to see that the results validated our work. We continued to track the efficacy on other product pages the team had updated and found the same results across the board.
54%
Increase in eShop product link clicks
69%
Decrease in site search usage
Nicholas Fargher
© 2026 Nicholas Fargher
Nicholas Fargher
© 2026 Nicholas Fargher