BabyPeek
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BillionToOne, a genetic diagnostics company, engaged Cantilever to develop a lead generation website for BabyPeek, a genetic test used by expectant parents to learn about their baby's genetic traits, such as hair color, taste preferences, and more.
BillionToOne is a genetic diagnostics company with revolutionary, non-invasive disease detection and prenatal health screening that delivers high-accuracy results.
- To date, BabyPeek.com has driven more than 73k leads at a 3.5% CVR, which is exceptionally high for this industry
- Custom, multistep inquiry flow with vastly improved user experience, that BTO deployed to multiple websites (UnityScreen.com and BabyPeek.com)
- The success of BabyPeek.com led to Cantilever’s redesign of UnityScreen.com
Unity, a flagship BillionToOne product, is a prenatal genetic test that provides high-accuracy early detection of severe genetic conditions without requiring paternal blood, which is revolutionary for the field. With the same high accuracy, Unity’s science also enables BabyPeek, which expectant parents can use to identify their baby's genetic traits before birth.
BabyPeek is an optional add-on to the UNITY Complete test, which also provides patients with insight into the baby's gender, and other important health information. In order to access BabyPeek, a doctor must order the UNITY Complete test for their patient. The BillionToOne team was tasked with increasing awareness of BabyPeek, to ultimately increase the portfolio of providers ordering UNITY Complete NIPT for their patients.
Rapid Website Launch: We met an aggressive deadline, launching BabyPeek on the WebFlow platform in one month from project kickoff. This timeline included the very granular approval process involved with companies that collect and manage personal health information. The website needed to provide security and reliability requisite for data of this nature.
Multi-channel Demand Generation: Interested parents reach BabyPeek.com from multiple channels, including paid media, organic search, existing and prospective provider websites, and more. Our design and content needed to facilitate these distinct user journeys.
Custom Inquiry Flow: We built a custom, multi-step inquiry flow for BabyPeek.com that was eventually integrated into the UNITY Complete website, as well. The user experience incorporated into this flow helped to dramatically increase conversion rates.
- To date, BabyPeek.com has driven more than 73k leads at a 3.5% CVR, which is exceptionally high for this industry
- Custom, multistep inquiry flow with vastly improved user experience, that BTO deployed to multiple websites (UnityScreen.com and BabyPeek.com)
- The success of BabyPeek.com led to Cantilever’s redesign of UnityScreen.com
With Cantilever, the relationship felt collaborative, like we were all oriented toward the same goal.
