# B2B wholesale site redesign: +35% qualified enquiries, 2x form fills

- Outcome: Won
- Page type: Site-wide (Lead-gen)
- Elements: Messaging, Enquiry forms, Site structure
- Date shared: 2026-02
- Test run by: [Apexure](https://liftarchive.com/practitioners/apexure/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.apexure.com/case-study/automotive-ecommerce-website-development/
- Page: https://liftarchive.com/test/exportize-b2b-wholesale-site-redesign/

Redesigning 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.

## Result

**+35% qualified enquiries, 2x form fills**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Share of enquiries that are unqualified or retail
- Guardrail: Time on product pages
- Guardrail: 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.

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Credit: Apexure ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/exportize-b2b-wholesale-site-redesign/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.