Doubling B2B Conversions Through Data-Driven Discovery

How optimized discovery flows generated €5M in new B2B revenue for PostNL

Responsibilities

UX Research & Testing

Test Roadmap & Prioritization

Metrics Definition

Cross-team Alignment

Timeline

Q1 2024 – Q1 2026

Client

PostNL

Impact & Results

Accelerating testing culture and prioritising user needs to create a more conversion optimised flow while reducing user friction to find the relevant content.

€5M New Revenue Stream

Generated new revenue channel with €800K investment

2x Testing Velocity

Increased from 1 test per 2 months to 3-4 tests per month

Personalised user experiences

Reduced dropoffs by clearer (volume based) user segmentation

The Challenge

Lack of focus on real customer needs and fragmented optimization efforts hindered by the status quo.

A/B testing happened sporadically (1 test every 2 months)
Key acquisition pages received little analytical attention despite recieving significant MKB paid traffic.
Pages split up from internal business compartments, not user-first perspective.

From research to actions

Using in-field research, interviews, and prototypes to support design decisions

Visited clients in their natural environments - offices and warehouses - to understand real PostNL software usage and onboarding pain points.
Worked together with a research agency to plan and find participants.
Analysed findings from surveys on the website, creating action points for the team.

Collecting Qualitative Insights to Drive Conversion & Satisfaction

To balance conversion optimization with user satisfaction, I helped implement timed on-page surveys asking users if they found what they were looking for (linked to NPS). I analyzed these qualitative insights to identify usability issues and prioritize high-impact opportunities. Based on this, I proposed A/B testing ideas, which were reviewed in CRO meetings with the tester and PO to guide implementation.

Curated homepage (Q1-Q4 2024)

Analyzed customer behavior data and conversion funnels to identify high-impact optimization opportunities. Established testing methodology focusing on pages driving MKB segment traffic, coordinated with IBAC onboarding improvements to ensure cohesive B2B experience. One such focus was on the ‘business homepage’, which had to deal with both recurring and new users. Through various tracking tools we could personalise ie based on branch (ie fashion branch) and highlight certain products in quick links.

Form optimisation

Optimised the offer form by moving it to the top of the page (instead of in the footer) and testing out various designs (see example). This brought a noticeable conversion improvement, leading to us integrating the new pattern with our design system team.