Afflink is a leading supply chain solutions & group purchasing organization.. For over 40 years, they have connected more than 200 manufacturers of facility maintenance, packaging, safety, office, & industrial supply solutions with nearly 300 independent distribution experts.
Like most successful B2B companies subscribed to the inbound marketing methodology, AFFLINK's website had a robust function other than conveying company information. The supply chain management's website is strategically designed to draw prospects, nurture them into leads, and ultimately turn them into clients.
By 2016, AFFLINK's website design had begun to look outdated. At this point, it had been almost three years since the company's website was last overhauled. Digital design trends, search engine algorithms, and programming functionalities had long since evolved.
Furthermore, AFFLINK had evolved over the years to a point where the messaging on their website no longer conveyed a sharp message that resonated with the company's buyer personas. Additionally, AFFLINK’s website marketing funnel was basically non-existent and and the bottom of the funnel conversion points were a few and far between.
To combat these issues, AFFLINK looked to Adhere Creative to upgrade their website with a fresh design that better reflected their brand, had a tailored message for each buyer persona with a focus on the end-user customer, and incorporated lead generating landing pages and content assets to round out the marketing funnel.
With these issues in mind, Adhere Creative set out to overhaul AFFLINK's website. A better design (aesthetics and user-experience wise), tailored messaging (to target each of the company's buyer personas), and lead generating pieces as well as strategic marketing funnel points were to be the keys to the company's website revamp.
Adhere launched an in-depth buyer persona research for AFFLINK and developed conversion points along the marketing funnel for each persona. These included: Become a Supplier, Become a Distributor, and Optimize With ELEVATE.
By conducting thorough client interviews to gain knowledge on what each page would say and offer, AFFLINK's site didn't just have poignant content, but more importantly, powerful context. The information Adhere gathered through the interviews became the basis for the restructured product features, testimonials, and overall site messaging. With this valuable input, Adhere was able to:
Numbers don't lie! AFFLINK's website redesign proved to be worth every effort. Here are the results at a glance:
1. AFFLINK's website began to generate more bottom of the funnel leads since site launch
2. AFFLINK's website generated increased middle of the funnel landing page conversions:
3. Whereas users could not get to AFFLINK's ELEVATE software and therefore had poor conversions, it's redesigned website saw an increased number of ELEVATE registrations coming from afflink.com
4. Thanks to a 13% (desktop) and 15% (mobile) drop in the redesigned website's bounce rate, organic visitors to AFFLINK's website increased by:
Redesigning your b2b website isn't just about the aesthetics. A well-designed website is more than just a business card -- it's a living, breathing marketing machine attracting prospects, generating leads, and ultimately converting them into valuable clients for your business.
Keeping an updated website that reflects your company's value proposition and engages with your buyer persona is essential for the continued success of your business. While the commitment (time, money, what have you) seems daunting for a website overhaul project, ultimately the returns are priceless.
If a full website redesign sounds too intimidating of an undertaking, you can still make meaningful improvements to your website through HubSpot's Growth Driven Design (GDD) program. With GDD you can embark on continually improving your site piece by piece so you don't fall behind!