Worldly

Conversion Rate Optimization (CRO) for a Global B2B Sustainability Data Platform

Category
Language
Region
B2BConversion Optimization
EnglishMandarin (Chinese)
United StatesChinaVietnamBangladeshTurkeyIndia
Category:
B2BConversion Optimization
Language:
EnglishMandarin (Chinese)
Region:
United StatesChinaVietnamBangladeshTurkeyIndia

Background

Worldly is a leading global supply chain sustainability data platform serving international brands and their supplier facilities across Asia and beyond. Brands require these facilities to register, purchase subscriptions and share shopfloor compliance data. Worldly's priority was therefore to convert existing brand-mandated demand into completed subscriptions, rather than attract more traffic.

As its supplier base expanded across markets, Worldly wanted to understand where users in its multi-tier ecosystem of vendors and manufacturing facilities hesitated, got stuck or dropped off, and which processes still required manual customer support. With core user flows and front-end interfaces undergoing a comprehensive redesign, it also needed an independent, evidence-based perspective to inform roadmap decisions.

Drawing on our experience in eCommerce CRO and Asia localization, Worldly engaged TMO for a consulting project spanning Product UI, Behavioral Data, Marketing Communications and Customer Success.

Challenge

Worldly's conversion journey went beyond typical cart abandonment. As a B2B subscription platform spanning multiple markets, roles and systems, it faced five interconnected challenges:

  1. Multiple roles in B2B purchasing. The facility employee using the platform may not approve payment. Selection, invoicing and payment can involve different people and offline coordination.
  2. Brand-mandated demand. Facilities must understand why to act, what to purchase and what comes next, even when the requirement originates from a brand.
  3. Multi-market localization. Payment habits, languages, browsers, network access and communication channels vary. In China, in-market testing can reveal issues remote data misses.
  4. Fragmented data. Behavioral, support, payment, CRM, email and authentication data sit in separate systems, limiting end-to-end visibility and measurement.
  5. Ongoing product redesign. With core user flows and front-end interfaces being upgraded, recommendations needed to address current friction while aligning with future designs and the product roadmap.

Service & Solution

TMO Group delivered structured CRO consulting focused on Worldly's two most critical conversion journeys: new account registration and entity claiming, and subscription selection, checkout and payment. The scope covered business diagnosis, multi-source data analysis, moderated user interviews and usability testing, UX and technical audits, communication channel assessment, Asia localization assessment, data tracking planning and a prioritized optimization roadmap.

Starting from the business questions, TMO triangulated quantitative data, qualitative research and expert evaluation to pinpoint key conversion barriers across product experience, technical performance, communications and localization, then turned the findings into prioritized, actionable and measurable recommendations.

Stakeholder Interviews & Workflow Mapping

Conversion issues on B2B platforms often span multiple teams. TMO engaged stakeholders early to map workflows and the data foundation, aligning the client on a shared problem definition and direction before deep analysis. This kept the subsequent work focused, made the final recommendations easier to align on internally, and offered concrete ways to reduce manual support and improve reliability in Asian markets.

Multi-Source Data Analysis

No single data source tells the full story. TMO cross-validated session recordings, support tickets, payment records, CRM and email data, and authentication systems so that every finding was evidence-based. This also revealed support requests users could resolve through self-service, showing where manual workload could be reduced.

User Interviews & Usability Testing

Historical data cannot validate designs that have not launched. TMO recruited real facility users for moderated user interviews and usability testing, uncovering pain points in the current journey and validating the new design direction. This surfaced issues data alone misses and helped the client refine designs before committing development resources.

Registration & Account Claiming UX Audit

On a brand-driven platform, demand exists before users arrive. The first hurdle is registering and finding and claiming their company. TMO recommended improvements such as guided information correction to remove dead ends, helping more facilities register without support and laying the groundwork for purchase.

Checkout UX Audit for Smoother B2B Purchasing

B2B purchases often involve several people across selection, approval and payment. TMO evaluated the full journey from purchase decision to payment and gave an independent expert review of the new checkout design. Clearer selection logic and status messaging can reduce hesitation, while self-service invoicing, payment proof upload and entity editing can reduce repetitive Support inquiries by letting users handle them directly on the platform.

Email & Communication Channel Audit

For Worldly’s brand-driven business, email is where the journey begins. If emails do not arrive or the guidance is unclear, even a strong on-platform experience falls short. TMO assessed elements including deliverability, content, cadence and CTA clarity, and explored supplementary channels suited to local habits to build more reliable communications across markets.

China & Asia Localization with In-Market Testing

Network access, payment habits, browsers and languages vary widely by market. TMO tested page load and Alipay payment redirect performance under local network conditions to identify technical causes of checkout friction. Recommendations covered China-ready infrastructure, local browser compatibility, translation localization, and WeChat-based notifications. TMO's local teams across Asia bring judgment grounded in real user environments.

Unified Data Tracking for Measurable Results

With data scattered across CRM, Analytics, Payment, and CSM systems, it is hard to tell whether a live optimization actually works. TMO planned a unified tracking and measurement approach, including user identification, event tracking, and database and event schema specifications. This lets the client track drop-off, payment failures, support deflection and load time by market, language and journey stage, and evaluate each optimization with objective data.

Prioritized Optimization Roadmap

TMO consolidated the findings into a prioritized roadmap separating quick wins from structural improvements, aligned it with the client's leadership, and added Q&A, clarified definitions and an appendix based on feedback for transparency. The client began adopting some recommendations during the project. The actual impact of CRO depends on the pace and quality of implementation. TMO recommends ongoing tracking and experimentation against baseline data after launch to turn consulting outcomes into verifiable business results.

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