Case Study · B2B & Industry
Test first, then build it into the CMS
PREFA makes aluminium roof and facade systems, with country portals across Europe. The website is an enquiry channel that leads homeowners to roofing contractors. We set up a testing routine for its landing pages that makes every change measurable and puts every result to further use.
I'll show you where your shop loses buyers.
Landing pages with measurable feedback
The range runs from standing seam and roof tiles to drainage and solar systems. People interested in them are planning a building project and buy through a contractor. The website is the start of that journey. Whether a landing page works shows in enquiries, and the revenue comes later at the roofer's. Every extra enquiry is a win for the contractor and for PREFA.
The paid advertising campaigns have their own landing pages. With clean measurement, every change to them becomes a solid insight. Building new elements straight in is tempting. A test shows whether they bring enquiries. With country portals across Europe, the value of each insight multiplies.
A testing routine with a clear rule
We set up a testing routine for the paid advertising landing pages. First we clarified the goals and checked the state of the web analytics, because every test is only as good as its measurement. After that the work runs as a hypothesis cycle: write the hypothesis, set up the test, evaluate, derive the next task. This rhythm brings pace and direction at once.
One rule is central. Even elements that don't exist on the page yet go into a test first, before they are built in for good. Whatever wins, the PREFA team then builds as a template in its own CMS. So a test result reaches beyond a single campaign, and every campaign becomes research for the next. To keep the method in-house, the internal team received a training video on the approach.
Why we test new elements first
In lead generation the enquiry is the signal, and it comes less often than a basket. That makes a clear testing rule all the more valuable in our view. New elements go into a test first, even if they obviously look good. Whatever wins moves into the CMS as a reusable template, and the next campaign starts with one more proven building block. With every test, the internal team gains a kit it can keep building with.
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.