Transforming Bäumer: Traditional B2B to digital lead magnet

With over 75 years of experience, Bäumer is the world market leader in providing specialized machines and systems for the foam industry. Bäumer’s expertise spans the entire spectrum of products for the foam industry, ensuring that each client receives the ideal solution for their specific needs. However, Bäumer’s Customer Journey lacked the digital integration. While they already had a website, they weren’t utilizing it to generate leads. This presented an opportunity to transition Bäumer from a traditional offline B2B business to a digital lead magnet while preserving the essence of personalized consultations. Therefor they decided to hire the agency echtdigital.com, who, in turn, engaged the contractor Michelle Hausen as UX and UI Designer.

Goals:

1. Extensive product range: Create an intuitive browsing experience for users to explore the entirety of Bäumer's products, catered to specific needs of different industries.

2. Personalization: Enable users to find complete solutions to their problems, by combining products, accessories, software and support.

3. Offline to online: Bridge the gap between digital exploration and offline B2B communication, to enhance the experience of personal consultations, rather than removing it.

Key Pages:

1. Homepage: A gateway for various target groups, showcasing industries served, instilling trust through testimonials and providing a clear pathway to explore products.

2. Product Finders: Shop-like pages tailored to user requirements with intuitive filters and comparison tools.

3. Product Detail: Detailed pages highlighting unique product features, benefits, use cases, and their integration within industry ecosystems.

4. Checkout: Empowering users to curate selection of products for personalized quotes and custom solutions.

5. Human Touchpoint: Strategically placed contact and inquiry forms and a contact button that auto-populates the correct contact person to enhance personal communication.

Outcomes:

1. 20% Conversion rate increase for the whole website

2. 200% Conversion rate increase for the machine product finder alone

3. Fast & Streamlined Processes through the inquiry checkout

4. Productfinders are now used as Sales and Presentation tool

5. Marketing campaigns are now integrated into the website