PackHive Case Study
Overview
PackHive is a B2B online marketplace that enables businesses to order custom packaging from multiple verified suppliers. Despite strong inbound traffic from targeted ads and organic search, user conversion on the platform remains low.
Problem Statement & Hypothesis
Problem: High bounce rate (45%), significant drop-offs during customization flow (especially during supplier comparison and payment stages), and user feedback citing confusion, lack of price transparency, and poor clarity on fulfillment.
Hypothesis: Improving landing page CTA, real-time pricing and shipping transparency, and checkout experience will directly boost engagement, reduce drop-offs, and increase conversions.
Proposed Enhancements
- Landing Page Optimization: Clear CTA – “Customize Your Packaging” with intuitive layout and SKUs upfront.
- Live Pricing & Shipping Transparency: Integrate supplier APIs to reflect pricing and delivery dynamically.
- Enhanced Checkout Clarity: Total cost breakdown, delivery estimates, and improved payment UX.
Solutions are prioritized based on an effort-impact matrix. High-impact features with low-to-medium effort are prioritized first. API integration is a dependency for live updates. Risks include supplier-side delays in implementation.
Detailed User Metrics are tracked to identify drop-off rates, effectiveness of implementation of solutions to ensure and adapt a streamlined order flow for customer.
Internal Teams: Collaborate with design and engineering to scope enhancements and conduct QA testing. Sales team to align messaging with new value propositions (real-time pricing, improved UI).
External Stakeholders: Coordinate with suppliers for API integration, notify SME customers about improvements through email newsletters and a ‘What’s New’ section.
Final Note
The case study explores the optimization of order flow for PackHive and details its implementation plan. Download the complete case study below