Case Study: International Foodservice Manufacturers Association boosts membership conversions with Marcel Digital

IFMA boosts conversions 81% with Marcel Digital

The International Foodservice Manufacturers Association (ifma) engaged Marcel Digital for a web development project to address their underperforming website. The established trade association needed a full digital transformation to turn their site into a core driver of lead generation and membership growth, as it was failing to guide visitors toward membership actions or effectively communicate the organization's core values.

Marcel Digital reimagined the website with a focus on conversion rate optimization and user experience. They implemented a streamlined information architecture, added persistent calls-to-action like a "Join Now" button, and simplified lead capture forms. This solution delivered substantial results, including an 81% increase in overall conversion, a 67% decrease in bounce rate, and a 52% increase in time on site, directly fueling IFMA's membership pipeline.

International Foodservice Manufacturers Association (ifma)