Medicilon is a global CRO with $500M+ in revenue and 4,000 employees. Their English-language website was getting fewer than 1 visitor per day. This CRO website case study is about building a global digital presence from nothing.
A $500M company with a website getting less traffic than a personal blog.
Medicilon's previous English-language site was functionally invisible. In the five months before launch, the entire site generated 122 page views from 41 users. That's roughly 24 views per month. No organic discoverability. No working conversion infrastructure — 1 form submission total in 5 months. No content strategy for the English-speaking market.
For a Shanghai-headquartered company serving pharma and biotech worldwide, the English-language web presence simply wasn't functioning as a business tool.
From invisible to 20,000+ users.
This isn't a redesign. It's a new digital presence.
Same 5-month windows. March 2025 excluded as transition month.
Visitors are evaluating Medicilon as a partner.
Traffic alone means nothing without engagement. When visitors spend 40–55 seconds on service pages, they're not bouncing — they're reading technical capabilities and deciding whether to reach out.
The old site generated 1 form submission in 5 months. The new site generated 804 conversion events.
This isn't optimization — it's creation. The conversion infrastructure simply didn't exist before.
From 27 pages generating traffic to 1,398.
The redesigned site doesn't just look better — it surfaces Medicilon's capabilities through thoughtful content architecture. Every service area, technology platform, and therapeutic model now has its own discoverable page.
| Page | Views | Users | Avg Engagement |
|---|---|---|---|
| Homepage | 10,346 | 7,260 | 20s |
| Resources Hub | 3,757 | 3,052 | 12s |
| About | 3,575 | 1,877 | 42s |
| Contact | 3,067 | 2,879 | 5s |
| Drug Discovery | 1,145 | 846 | 39s |
| CMC Development | 522 | 368 | 49s |
| ADME/DMPK | 288 | 205 | 54s |
| Safety Assessment | 286 | 224 | 42s |
What worked — and what to watch.
We don't cherry-pick. Here's the full picture.
What Worked
804 conversion events in 5 months from a site that generated 1 form submission before. This isn't improvement — it's creation.
40–55 second averages on ADME/DMPK, CMC Development, and Safety Assessment pages. Visitors are evaluating Medicilon as a potential partner.
1,398 unique pages generating traffic (up from 27). Every service area, model type, and technology platform now has a discoverable home.
2.9% conversion rate is healthy for B2B scientific services selling complex, six-figure+ research partnerships.
What to Watch
The old site wasn't generating any conversions, so ROI is "from zero to something" rather than "X% improvement." The numbers are real — but context matters.
Only 3 downloads in 5 months despite 3,757 resource page views. Opportunity to build more downloadable content that captures leads earlier in the funnel.
Hundreds of legacy /2016xxx/ and /2017xxx/ paths still exist. Cleaning these up could improve crawl efficiency and consolidate SEO equity.
This analysis is GA4 behavioral data only. Adding Huckleberry for keyword rankings and organic search attribution would complete the picture.
Is your English-language website actually working for your global business?
If your company operates globally but your website only serves one market — you're leaving an entire audience without a front door. That's not a design problem. It's a revenue problem.
Start a ProjectData source: Google Analytics 4 — Medicilon WP Site.
No paid search or SEO partner data included in this analysis — behavioral data only.
Conversion tracking reflects all measurable form submissions and contact events.
Prepared by Wizardly · wizardly.co
See the work behind the numbers.
The results don’t happen without great design. Take a look at the visuals we created for Medicilon during this project.
