Web Development
As an established trade association serving foodservice manufacturers for over 65 years, the International Foodservice Manufacturers Association (IFMA) came to Marcel Digital seeking a website revamp that focused on driving requests for more information about joining their organization.
The Challenge
IFMA needed a full digital transformation to strengthen its website as a core driver of lead generation, membership growth, and engagement. Despite being a central piece of its martech ecosystem, the website was underperforming. IFMA required a modern, brand-aligned platform that not only reflected its values of servant leadership, interdependence, and empowerment, but also functioned as a high-impact sales enablement tool, streamlining membership inquiries and elevating visibility for key revenue programs, including memberships, events, and research assets.
Underperforming Member Conversion
The existing website struggled to guide visitors toward meaningful engagement or membership actions, limiting IFMA’s ability to grow its global community.
Lack of Sales-Enablement Functionality
Critical revenue-driving programs weren’t surfaced effectively, making it difficult for potential members and partners to understand IFMA’s value or navigate to the right resources.
Brand Expression Not Aligned With Mission
The site did not fully communicate IFMA’s core values, servant leadership, interdependence, and empowerment, resulting in a disconnect between the digital experience and the organization’s identity.
The Analysis
To understand why IFMA’s website was underperforming, Marcel Digital conducted a comprehensive analysis focused on user behavior, stakeholder needs, and barriers to conversion. This research guided our strategy for improving engagement, usability, and membership growth.
Stakeholder & Member Research
Interviews with IFMA stakeholders clarified business goals, audience needs, and priority revenue streams.
Feedback from members and prospects revealed key pain points in navigation and content discoverability.
User Behavior Diagnostics
Heatmaps and scroll-depth tracking exposed areas where users were dropping off or missing critical information.
Session recordings highlighted real-time friction in navigation, search, and conversion paths.
User surveys surfaced direct feedback on usability, clarity, and content accessibility.
Experience Mapping & Strategic Prioritization
Insights were consolidated to define opportunities for improving the customer journey and reinforcing IFMA’s value proposition.
Wireframes were developed to restructure content, simplify navigation, and guide users toward high-intent actions.
The Solution
Marcel Digital’s UX and CRO specialists reimagined IFMA’s website to operate as a true lead generation engine. By restructuring content around key revenue drivers and optimizing navigation, the team created a streamlined, user-friendly experience that made it easier for prospects and members to find what they need and take action.
Optimized Information Architecture for Clearer User Pathways
Content was realigned to support IFMA’s core revenue streams, improving discoverability and navigation.
A mobile-first design ensured a seamless experience across all devices.
Resource and event filtering delivered personalized content based on user interests and industry roles.
Conversion-Driven Design Enhancements
A persistent, visually distinct “Join Now” button was introduced to increase visibility and encourage action.
Lead capture forms were simplified to reduce friction and improve membership sign-ups and information requests.
Key calls to action were strategically placed throughout the site to guide users toward high-value interactions.
A Personalized, User-Centric Content Experience
Custom filtering empowered users to quickly locate relevant content, supporting deeper engagement and more meaningful site interactions.
Improved content organization enhanced accessibility for both prospective and existing members.
The site’s structure now supports tailored experiences that align with user needs and IFMA’s business goals.
The Results
The impact of IFMA’s website transformation was immediate and substantial:
81% Increase in Overall Conversion
More visitors engaged with membership inquiries and lead forms.
67% Decrease in Bounce Rate
Improved user experience kept prospects on-site longer.
52% Increase in Time on Site
Visitors explored more content, demonstrating stronger engagement.
By adding enhanced forms and optimizing the website’s content structure, IFMA’s lead generation and prospect nurturing became more efficient. Since launch, IFMA has consistently received high volumes of membership requests, directly fueling their sales pipeline and the new digital experience ensured that food manufacturers could easily access event, resource, and committee information, ultimately increasing membership conversions.
