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A website that doesn’t convert
Low-quality organic traffic. High rejection rate. Sub-pages that take ages to load. Dozens of technical errors. Lack of basic company information and lots of industry jargon. Bringing traffic to a website only makes sense if it can convert users into customers. In the case of the Plastipol site, there was a big problem with that. Users filled out the contact form only sporadically, and on top of that the leads were mostly unqualified. The website audit we conducted showed that the site had many fundamental errors – Plastipol was losing potential customers because of them. There were so many errors that designing a new website was the only way for the company to gain the trust of search engines and users.
Challenge
Our goal was to improve the performance of the website. We needed to improve the graphic design in such a way as to simplify the path to purchase, improve the user experience and get the site to convert in the shortest possible time. We focused on resolving bugs that were critical. We also wanted the site to be flexible and further improvements to the user experience could be implemented as quickly as possible.
Solution
We began our work with an approach focused on user experience – a narrow and therefore difficult segment of professionals from large manufacturing companies. With a website audit behind us, it was much easier for us to identify and prioritize.
On the site, we decided to first show that Plastipol is a company that helps save money on the production of plastic products. We wanted users to have complete information about available technologies and as many of them as possible to schedule a free consultation. The user experience had to be simple, yet comprehensive. Therefore, even before we started working on the graphic layout and new texts on the site, we collected and analyzed the most important information about the company’s values, buyer personas, industry and the purchase path of potential customers. We then devoted a considerable amount of our energy to designing a new site map and mockups of all the subpages. In the meantime, we conducted a deep keyword analysis and selected the best key phrases for each subpage. We described all the manufacturing technologies from scratch, simplified the industry language, and supplemented the text in sections that weren’t there before. The trick was to make the complex simple and turn user interest into action. When everything was buttoned up from the textual side – it was time for graphic design. We agreed with the client that the new graphic design would be based on Plastipol’s existing identity. The graphic designer paid special attention to showing the purchase process and refining the contact form. We increased the visibility of the CTA so that more users would use the consultation
New website
It works instantly and is functional for users. It collects valuable organic traffic, and new sub-pages allow you to respond to the needs of each potential customer. Ordering a consultation, the buying process, selecting technology for a project, choosing materials – everything works as it should. This is what the new website looks like:
What results have we achieved?
In many ways, the new website has been a turning point for Plastipol’s business. The site loads quickly, collects valuable organic traffic and is on the first page in Google for the most important phrases. It is attracting more and more users, who are much more likely to convert.
+60%
The implementation of the new site went smoothly, and organic traffic increased by 60% within a month.
+25%
Overall conversion has already improved by 25% in 30 days and continues to show an upward trend.
+25%
Many of the pages increased page views, and the rejection rate dropped by 20% in the first month after the site was implemented.
And one more thing – the new website is flexible. When Plastipol develops its business, further improvements and corrections can be made instantly. In terms of marketing and sales, the new design turned out to be very good.
Summary
At AdWise, we start from the premise that the process of improving a website never ends, and we consider flexibility of solutions to be one of the most overlooked values for B2B websites. The second important conclusion is that for websites, the fundamental problems need to be solved first, i.e. the ones by which users do not convert on the site. After all, a business is efficient when it has an efficient website.
Plan your marketing!
Looking for an idea for your company’s marketing campaign? Do you want to acquire quality B2B leads? During a brief, free consultation, we’ll talk about your existing marketing efforts and discuss solutions that can bring results to your business. If you come to the conclusion that they make sense, we will help you implement them.
