Mastering the Buying Journey: How to Optimize Your Website for Increased Conversions | Interview with Fritz Lauer from Denim

When it comes to financial operations you expect security and simplicity. Fritz Lauer, Head Of Marketing joins us to dive into Denim. Denim is a financial enablement platform for the logistics industry. Their freight payment system offers an ecosystem of intelligent financial products, operations tools, and time-saving automation. Fritz dives into their key growth channels. They’ve been growing primarily through outbound sales. Since adding marketing and rebranding, they have been able to accelerate learning and education in the marketplace, building a stronger brand and generating demand. Their website serves as an education portal with a lot of great content that helps prospects understand how to enter the marketplace and use technology in their business. Driving conversions on the website include making the value proposition clear, having a straightforward user interface and user experience, and understanding the buying journey of the customer. The website is aimed at capturing the same demand as the ads and thought leadership programs, with messaging that quickly identifies the customer's problem and provides a solution.