Each year, businesses eagerly anticipate in-person trade shows to connect with potential prospects, clients, and vendors. These events provide valuable opportunities to generate qualified leads using a variety of marketing resources. However, in 2021—and possibly in subsequent years—many businesses had to rethink their strategies for in-person trade shows due to COVID-19.
OptiFreight Logistics by Cardinal Health sought ways to engage with potential buyers and prospects virtually. They envisioned a "virtual trade show" experience that would replicate the benefits of a traditional trade show booth, offering areas for dialogue with their team, opportunities to watch videos and download content, and options for visitors to request more information. Additionally, this virtual booth was designed to facilitate post-show follow-up, helping the company maintain engagement with attendees beyond the event.
Outcomes
Lead generation and conversion rate
Since the launch, the platform has consistently delivered results, with an average conversion rate of 3%. For every 1,000 visitors, approximately 30 qualified leads are generated, driving new business inquiries for OptiFreight.
User engagement
User engagement has been strong, with the average session lasting 4 to 5 minutes. Approximately 40% of users interact with three or more elements, such as cost calculators, service demos, or educational videos. These interactions indicate that visitors find the content both engaging and informative, contributing to higher conversion rates and positive feedback.
Project credits
Developed in collaboration with the Enterprise Marketing Team at Cardinal Health.
Translating a brand's language into a visual representation involves creating a Stylescape — a carefully curated collection of images, icons, typography, and colors. This collection communicates a specific look and feel, helping clients envision their brand's final appearance.
After aligning the project's objectives and goals with stakeholders, we organized the information into content blocks. This organization helped us understand the layout and user flow, including potential navigation between pages and its seamless integration.
Next, we created low-fidelity wireframes featuring dummy text and basic shapes in grey. These wireframes allowed us to visualize how content adjusts, collapses, or responds across mobile and tablet screens. After presenting these wireframes to stakeholders and receiving approval, we proceeded to develop high-fidelity mockups. These mockups incorporated updated content, precise copy, brand imagery, approved calls-to-action, illustrations, and the brand's color scheme.
One of our initial exercises involved mapping out the user flow to identify the steps users can take, pinpoint areas of friction and frustration, and uncover opportunities to enhance the interactive experience.
In the first round, we explored different directions and compared the options that had the most potential. We then continued iterating further on those options before settling on the most viable option for mobile and desktop.
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