Case Study · B2B & Industry
Printed cans for companies: how enquiries start at Drink Trends
Drink Trends produces custom-printed energy drinks, isotonic drinks and water for companies in Switzerland, including design and delivery. Orders start at a minimum of a few hundred cans and need lead time. A purchase like this is a project, and it starts on the website.
I'll show you where your shop loses buyers.
A project that starts with an enquiry
Companies that order printed drinks usually plan for an event, a trade fair or a campaign. They send an enquiry, sort out design and quantity, and then decide. The website is where this project gets going.
This is where the questions a prospect wants answered first come up. What does it cost? From what quantity is it worth it? When will it arrive? If they find the answers quickly, they send their enquiry. At the same time, a supplier with a minimum order benefits from enquiries that fit its production. So the page informs and filters at once, and both serve the same conversion.
The enquiry as the real conversion
First, we set the target. At Drink Trends, the conversion is the qualified enquiry, and we judge every page by how well it leads there. The starting point is an expert and domain analysis. It shows how the site is structured and where prospects are still looking for more answers.
Next come the drop-offs. We checked where visitors leave because quantity, price or delivery time remain unclear. One point deserves special attention: the minimum order. With B2B products that need explaining, mentioning it early filters out some visitors. The rest arrive at the enquiry prepared and with the right expectations. Price range and delivery time belong early on the page for the same reason. From these findings, we developed hypotheses on how the site can guide prospects to an enquiry more directly.
In B2B, filtering is part of conversion
Many B2B suppliers try to collect as many enquiries as possible and hold back minimum orders and delivery times for as long as they can. In our view, the opposite approach pays off. If you state the hard conditions early, you get enquiries from prospects who really fit, and your sales team has better conversations. We recommend defining the enquiry itself as the conversion and measuring its quality too. An enquiry with a clear quantity and a realistic date is the best start to a project that works for both sides.
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.