Five times fewer enquiries, four times bigger contracts

What was not working

The site attracted anyone looking for boxes, including individuals ordering ten of them. The sales team answered every one of them and had no time left for the factories that order by the pallet.

What we did

1. 01Rewrote the site for volume buyers: minimum order, lead times and materials stated in the open.
2. 02Added the minimum order to the form, which filters out small requests before a person reads them.
3. 03Moved the budget from generic queries to the industries that order regularly.
4. 04Measured average contract value, not the number of enquiries.

Published with written permission from the client, who asked not to be named. That is why the business is described by industry and location rather than by its name, and why every number here carries the system it came from.