As an established trade association serving foodservice manufacturers for over 65 years, the International Foodservice Manufacturers Association (IFMA) came to Marcel Digital seeking a website revamp that focused on driving requests for more information about joining their organization.
Why Did We Start the Project?
The Challenge
Ziegler required a scalable, easy-to-use platform that would enable their marketing team to manage and optimize content without heavy reliance on IT resources. Marcel Digital recommended Umbraco CMS due to its flexibility and robust features, including a customizable grid editor that would allow for tailored page layouts and enhanced user experience, all while ensuring the site could scale with future business needs.
The solution had to meet the needs of multiple stakeholders, including the marketing team, who required a seamless CMS to drive digital transformation initiatives, and the sales team, who needed a platform that could support targeted lead capture and nurture campaigns.
What’s Going On?
The Analysis
Marcel Digital took a data-driven approach to website optimization, leveraging insights to refine IFMA’s digital presence and enhance the customer journey. Our process included:
Stakeholder & User Research
We conducted stakeholder interviews to align website goals with IFMA’s business objectives. Simultaneously, we gathered data from existing members and prospects to understand their biggest pain points when navigating the site.
User Behavior Analysis
To pinpoint barriers to conversion, we implemented:
- Heatmaps & Scroll Tracking: Identifying friction points in navigation.
- Session Recordings: Observing real-time user interactions.
- User Surveys: Collecting direct feedback on usability and content accessibility.
Armed with these insights, we mapped out a strategy to increase brand awareness, boost engagement, and drive membership conversions. This included developing wireframes to streamline content prioritization and enhance the user experience.
How Marcel Digital Helped
The Solution
Marcel Digital’s UX and CRO (Conversion Rate Optimization) specialists redesigned IFMA’s website to function as an effective lead generation engine. The team restructured content to align with IFMA’s core revenue streams, ensuring an optimized information architecture that improved navigation and content accessibility. To drive conversions, a persistent and visually distinct "Join Now" button was strategically placed, making it easier for users to take action. Lead capture forms were enhanced to reduce friction in membership sign-ups and information requests. Additionally, a personalized content experience was introduced through custom filtering for resources and events, allowing users to quickly find relevant information based on their interests and industry roles. The website was also designed with a mobile-first approach to ensure seamless accessibility across all devices.
What Happened After Launch?
The Results
The impact of IFMA’s website transformation was immediate and substantial:
- 81% Increase in Overall Conversion - More visitors engaged with membership inquiries and lead forms.
- 67% Decrease in Bounce Rate - Improved user experience kept prospects on-site longer.
- 52% Increase in Time on Site - Visitors explored more content, demonstrating stronger engagement.
- Thousands of New Membership Inquiries - Since launch, IFMA has consistently received high volumes of membership requests, directly fueling their sales pipeline.
By adding enhanced forms and optimizing the website’s content structure, IFMA’s lead generation and prospect nurturing became more efficient. The new digital experience ensured that food manufacturers could easily access event, resource, and committee information, ultimately increasing membership conversions.
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