B2B wholesale site redesign: +35% qualified enquiries, 2x form fills
Test run byApexureCRO agency
Commentary byLiftArchiveOur analysis, not theirsRedesigning a tyre exporter's website around wholesale buyers lifted qualified wholesale enquiries by 35% and doubled contact form submissions.
Apexure did the redesign for Exportize, a UK exporter of tyres and automotive products to wholesale distributors.
This was a full site redesign with many changes, measured before and after rather than split tested.
- Qualified wholesale enquiries: +35%.
- Contact form submissions: doubled. No baseline count was given.
- Time on key product pages: up from 1 minute 20 seconds to 2 minutes 45 seconds.
- Before/after numbers from a full redesign, with no measurement window or analytics source named, so the cause can't be pinned on any one change.
The change
The redesign adds wholesale messaging, partner reasons, testimonials and enquiry forms.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The old site used retail-style messaging and did not explain Exportize's sourcing or supply reliability. There was no clear route for a distributor to enquire.
Variant
A redesigned site structured around wholesale buyers, with B2B messaging about reliability and partnership, enquiry forms placed where buyers look, a quote request on the home page and partner testimonials.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Distributors could see straight away that Exportize sells wholesale, so the right buyers were more likely to enquire.
- Enquiry forms and quote buttons placed where buyers were ready to ask shortened the path to contact.
- Clear claims about sourcing, pricing and reliability, plus partner testimonials, may have set the company apart from generic traders.
Caveats: Full site redesign measured before and after, not an A/B test. No measurement period, traffic or enquiry counts were given.
Who ran it
Apexure ran this test for UK exporter of tyres and automotive products to wholesale distributors and published the results (Apexure case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Apexure →
How to run this test on your site
- Hypothesis
- If we rewrite our home and product pages for wholesale buyers and put enquiry forms where they decide, then more qualified distributors will get in touch because they can quickly see we are a reliable supplier and how to reach us.
- Primary metric
- Qualified wholesale enquiries
- Guardrails
- Share of enquiries that are unqualified or retail
- Time on product pages
- Enquiry-to-quote rate
- Who should test it
- B2B suppliers, exporters and distributors whose sites still read like retail stores. If you have enough traffic, test the messaging and enquiry form placement on key pages before committing to a full redesign.
Questions
How do I get more qualified B2B enquiries from my website?
Make it obvious who you sell to and what you offer them, and place enquiry forms where buyers are ready to ask.
Exportize saw a 35% rise after a redesign built on this.
Should a B2B supplier site look like an online store?
Usually not. Wholesale buyers look for reliability, pricing terms and a way to talk to someone, not a retail checkout.
Can a before-and-after redesign prove what worked?
No. It shows the overall change, but timing and traffic shifts can also play a part.
Split test key pages if you need to know which change mattered.