Maxifit is an official distributor of award-winning XBody fitness devices in Serbia, Croatia, Bosnia & Herzegovina, Montenegro, North Macedonia and Kosovo.
The usual B2B sales funnel looks like this:
The sales process begins with (1) raising awareness through online advertising, (2) after which a portion of people who saw the ads visit the landing pages, explore them and submit enquiries. (3) After initial contact, the sales team is emailing and calling potential customers and scheduling meetings. (4) The process is finished with sales and post-sales services.
By focusing on the point between raising awareness and getting valuable leads, I've noticed that most of the website visitors that came from Social Media advertising would leave the website as soon as they have seen it. This means that all the investment in marketing activities was not paying off.
Optimising a sales funnel means that things have to be approached in a holistic manner. Fixing only the website wouldn't bring the 100% desired outcome. It had to be a coordinated effort in multiple phases of the sales funnel.
In order for everything to work, I had to test my assumptions about what kind of people are the ones who are valuable as potential clients. I've collected & processed a large sample of data from Google Analytics, and Facebook & AdWords advertising (for a whole year), which gave me valuable insight on what types of audiences we want to target in digital advertising.
This research was published as my Master's thesis in 2017. A brief insight into this research can be read inside this Medium article.
The high bounce rate communicates that the content on the landing page is not really engaging for the first-time visitors. The structure needed a serious rethinking in order to create a more natural flow that leads users to convert into leads.
I've done copywriting to shape the whole story and used the real content to build wireframes. Final design was done using existing branding guidelines.
The new website was launched on 16th of January 2017. Immediately after the launch, contact form inquiries jumped from 93 to 248 on average per month with the same advertising budget, which is a 167% increase. Cost per lead dropped from €16,13 to €6,05.
Bounce rate and session times stayed the same, but the remaining sessions remained on the website for up to 10 additional interactions, which proves their interest in the product. Lower bounce rates will be achieved by better targeting efforts when acquiring new visitors.
