Aimara Traiteur: what was the starting point?
Aimara Traiteur was losing a significant share of its quote requests due to overly long forms and a manual follow-up process. The form abandonment rate was high and the team could no longer handle the volume of requests.
The company's booking pipeline runs almost entirely on those online quote requests. Every event begins with a form on the website, and a team member then follows up personally to confirm the event details and finalize the menu.
What did we find?
The observations below describe the issues found at the start of the work.
Overly demanding quote form
The quote request form asked for too much information in a single step, and most visitors dropped off before finishing it. With a high abandonment rate, every extra field on that form meant fewer requests actually reaching the sales team.
Manual request follow-up
Follow-up on submitted requests was entirely manual, with no way to re-contact prospects who abandoned the form partway through. Without automatic re-engagement, a prospect who had already shown interest was gone for good the moment they left the page.
Volume exceeding manual capacity
The volume of incoming requests had grown past what the team could handle by hand. Past a certain volume, qualified requests went unanswered or got a response too late to still close.
Follow-up without event distinctions
Follow-up communication didn't account for the type of event behind each request, even though needs differ from one event to the next. Untargeted follow-up reads as generic, while a sequence tailored to the event type is more likely to convert a prospect who's already interested.
What work did we do?
The actions below are the work completed for this client.
SIB redesigned the quote forms with a simplified multi-step approach and deployed full marketing automation. Intelligent workflows automatically re-engage prospects who abandon the process, with personalized email sequences tailored to the event type.
