31%
22%
36%
18%
Engineering Seamless B2B RFQ Journeys for an Industrial Supplier in North America
Established in 2000, Industrial Products was founded in New Orleans, Louisiana, with a vision to become a one-stop shop for superior-quality products for industrial, institutional, and construction workplaces.
Industrial Products is a distributor for more than 200,000 industrial components, and saw strong inbound demand but weak RFQ conversion rates. High-intent buyers encountered delays due to an inefficient and unclear RFQ workflow. Procurement teams needed faster quote responses for planning, and field engineers required quicker ways to verify specifications. These gaps led to low RFQ completion rates and a large volume of stalled quote requests.
Krish partnered with the brand to rebuild the RFQ flow into a system designed for long buying cycles and multi-role decision-making. The goal was to remove friction, clarify evaluation paths, and give teams a faster, cleaner way to reach quote submission.
“B2B buyers complete a significant portion of their journey digitally before engaging sales.”
Challenges
- Mandatory login before RFQ submission caused significant drop-offs among new or one-time buyers
- Lengthy RFQ forms demanded redundant information already stored in user sessions
- Engineering teams struggled to validate SKU compatibility due to poor visibility of technical data.
- Procurement teams abandoned the quote process because delivery timelines and volume pricing were buried deep inside the flow
- RFQ requests were routed inconsistently, prolonging quote turnaround time and reducing order conversion potential
Solution
Krish focused on improving the RFQ journey as a primary conversion step. The goal was to remove bottlenecks and surface the information buyers needed to make decisions quickly. Friction mapping showed exactly where users stalled. Most issues came from forced logins, unclear availability, and repeated form fields.
To address this, we rebuilt product detail pages to meet the needs of different buyer roles. Engineers saw certifications, feature lists, and compatibility charts upfront. Whereas procurement teams saw pricing tiers, lead times, and bulk availability first. A streamlined “Quick Quote” module supported frequently ordered components. It used pre-populated fields and auto-validation, reducing the steps needed to submit a request.
The RFQ form was redesigned to include only essential fields, while session data was filled in the rest. This reduced the submission time for returning users to under 20 seconds. The routing logic was improved so that quote requests are routed to the correct internal team based on SKU category. This cut response times and enhanced quote acceptance rates.
The Strategy
Krish used an optimization strategy designed for long B2B buying cycles. The priority was faster decision-making across engineering, procurement, and supply chain teams. We began with the hypothesis that RFQ drop-offs stemmed from missing information, and the tests validated this assumption. When buyers saw lead times, pricing tiers, and compatibility details earlier, RFQ completion improved.
Restructuring PDPs reduced uncertainty and enabled buyers to move forward without delay. Improving internal workflows also played a key role. Routing paths were simplified, and quote templates were standardized. This reduced the time needed to prepare responses. The team also used a continuous improvement testing model. Every improvement was tested against a new version to keep the RFQ experience efficient and aligned with changing user behavior.
Technology
Client Speaks
"What we valued most was the strategy and Krish team’s ability to simplify complex buying journeys without diluting technical depth. They approached optimisation from a buyer’s decision-making perspective. This helped improve engagement quality and made the website far more useful for serious prospects."
Results
- 31% increase in completed RFQs after minimizing forms and removing login gates
- 22% improvement in quote-to-order conversion driven by cleaner data and faster routing
- 36% reduction in RFQ drop-off after surfacing lead time, pricing tiers, and compatibility early
- 18% faster quote turnaround time through workflow engineering and routing intelligence
- 14% increase in repeat RFQs from procurement teams due to a simplified, approval-ready structure
Industrial Products now operates on an optimized RFQ model that consistently converts high-intent interest into actionable revenue. Instead of losing momentum during long buying cycles, the redesigned workflow accelerates every stage of industrial decision-making. With structured experimentation and precise UX engineering, Krish helped the client build an RFQ engine that delivers measurable, scalable performance for complex B2B procurement.
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