Enquiry instead of order as the goal
We define what a conversion on this page actually is, and measure the qualified contact instead of the order. Every change then gets a reliable answer.
B2B & Industry, Conversion Optimisation
Conversion optimisation for B2B shops and manufacturers
Nobody buys on impulse in B2B. Your visitor is a buyer, a tradesperson or an engineer. They know the product, and they do not decide alone. I find the point where the qualified contact is lost, and I get the fix live.
Book a Dropoff Analysis with Jörg
I'll show you where your shop loses buyers.
The Diagnosis
Where it usually gets stuck
In B2B the journey often ends not in the cart but in an enquiry, a quote or a phone call. That is exactly why the standard recipes from consumer eCommerce do not work here.
The wrong goal is being measured
If you measure the order in B2B, you measure the end of a chain that takes weeks. The first reliable goal is the qualified contact.
The catalogue is built for laypeople
Professionals search by standard, size, grit or article number, not by category. Navigation that slows down the expert costs you your most valuable visitor.
Reordering is a form
In B2B the revenue sits in the second, tenth and fiftieth order. If a customer cannot find a previously bought item in seconds, they pick up the phone instead.
Minimum quantities and lead times come too late
Both put off some visitors and qualify the rest. Shown earlier, they save both sides time.
From this industry
Results from real projects
PREFA
Test first, then build it into the CMS
Read casebfd
bfd: A small audience, addressed with precision
Read caseDiessner & farbe-direkt.de
One product page for decorators and DIYers alike
Read caseNetzteilshop24
A shop concept for buyers who know their datasheet
Read caseSchleifmeister24
Professionals search by grit and format
Read caseThe Intervention
What I test specifically in the B2B funnel
Not everything at once. One targeted change, live in your system and measured cleanly.
A catalogue for professionals
Search by standard, size, grit and article number, technical data where the expert expects it, and filters that shorten the way to the right product.
Reordering in seconds
A previously bought item stays findable, the order can be repeated, and the minimum quantity is shown before the cart, not after.
An enquiry path without friction
Form, callback and quote become one clear path. What the buyer needs to know before the first field is on the page.
Levers
Typical levers in B2B shops
Technical data and standards on the product page, where the expert looks for them.
Search and filters by article number, size and grit instead of category alone.
Minimum quantity, lead time and availability named early and clearly.
Reordering as its own path, with saved items and lists.
Diagnosis
Analytics, search terms and enquiry paths show where the qualified contact is lost. I prioritise by euros, not by opinion.
Intervention
One targeted change in the catalogue, the search or the enquiry path. Live in your system, not a concept paper.
Measurement
The change is measured against the existing version. What wins stays. What loses is stopped and set up differently.
I also optimise other industries
How much revenue is lying idle in your shop?
Food and drink
Shipping costs, basket value and repeat purchase. What makes the difference in food shops.
Fashion
Size uncertainty, returns and seasonal windows. What costs fashion shops conversion.
Beauty
Shade matching, skin types and social proof. What beauty shops need.
Questions and answers
Frequently Asked Questions
01What is the right goal in B2B?
The qualified contact. The order comes later and depends on factors the website does not control. If you measure the contact, you see the contribution of the page.
02Do we need to rebuild our shop?
No. I work on the points with the biggest lever, inside the existing system. A redesign is rarely the answer.
03What do you need from us?
Access to analytics and to your shop or CMS system. No long briefings, I find where the enquiry path breaks myself.
Other industries and roles
- Your beauty shop looks convincing. Your conversion rate does not.Shade uncertainty, missing skin-type guidance and weak social proof block the final click, daily. I find the lever…
- Your fashion shop sells style. Your conversion rate does not.Visitors who land on your product page already have purchase intent. When they bounce anyway, it costs you…
- Your health shop sells products. Your customers' trust does not.In health shops, trust decides the purchase. Customers buy products online that they cannot try, without targeted trust…
- Your home shop has the assortment. The conversion does not.Furniture and home accessories are not bought blindly, but that is exactly what many online shops demand of…
- Conversion optimisation for food and drink shopsOnline food retail plays by different rules from the rest of eCommerce. Shipping is expensive, the goods are…
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.