PCRassays.com

Objective: Let scientists buy what DNA Software knows how to design

DNA Software is a Plymouth, Michigan bioinformatics company. Its software helps laboratories design and optimize PCR assays, and its PCRassays.com brand sells the validated multiplex assay kits and enzymes that come out of that expertise.

Selling lab products online is different from selling shirts. Researchers search by the pathogen or target they need, compare similar kits, and add controls and master mixes to the order. The store had to feel as credible as the science behind it.

What Web Ascender Did

We have worked with DNA Software since 2016, starting with landing pages, a form-gated white paper, and a savings calculator for one of its software products. The work grew from there:

• A redesigned DNA Software website - new homepage and inner-page concepts, a rebuilt theme with a mega menu and logo rotator, and all existing content migrated. It launched in early 2022
• Fast-turn product pages - kit order pages with Stripe-backed forms, product inserts, and a resources section for webinars and podcasts when the market needed tests quickly
• PCRassays.com, a WooCommerce store - we wireframed the experience, designed the brand and site, and built the shop with faceted filtering, product add-ons for controls and master mixes, and a CSV import workflow
• A catalog that scaled - the store was planned for five or six products and now carries more than ninety, because bulk import made growing it simple
• Ads and analytics - Google Ads, GA4 and Tag Manager e-commerce tracking, Google Merchant Center listings, and HubSpot integration, with monthly performance reports
• Continuing improvements - dynamic SKUs driven by checkout options, instrument filters and search, customer account pages, shipping rules for enzymes, upsell buttons, and purchase order upload
• An inbound campaign - a “Multiplex is Misunderstood” lead magnet, landing page, and email sequence aimed at researchers still deciding how to approach multiplexing
• Hosting and support - we host both sites and handle requests as the store grows

The Outcome

DNA Software now has two sites that do two different jobs. The DNA Software site explains the software and services to labs, and the PCRassays store lets those labs find the right assay and check out without a sales call. The store has kept growing with the catalog and the questions customers ask, and the same team that built it keeps improving it.

In 2025 compared with 2024:

• 3.6 times the visitors (6,572 to 23,798)
• 39% more conversions from organic search (920 to 1,276)
• 21% more form submissions (2,631 to 3,187)