Case Study - Website Development - B2B E-Commerce - Integrations
Ancorr: B2B coatings catalog website integrated into business operations
For a manufacturer of anti-corrosion coatings, we developed a corporate catalog website that became a full B2B e-commerce channel: it started bringing new clients, accelerated order processing, and connected the website with CRM, 1C, and analytics.
Context
What kind of business this was and why it needed a new website
About the client
Ancorr is a manufacturer and distributor of anti-corrosion coatings for shipbuilding, heavy engineering, and industrial buyers across the country.
Starting point
At project start, the company had a warehouse in Yaroslavl, a five-manager sales team, and a basic brochure-style website that did not support real sales operations.
Problems
What blocked online growth
No catalog and no digital funnel
Clients received product details by phone calls or PDF price lists, and online requests were nearly absent.
Orders were processed manually
Stock, pricing, and statuses were checked by managers manually, which extended deal cycles by hours.
No SEO and no analytics backbone
The website was barely indexed, captured almost no organic demand, and marketing decisions were made by intuition.
Sales team operated in spreadsheets
Data duplication slowed processes, increased operational friction, and limited scaling capacity.
Goals
What outcomes had to be achieved
Business goals
- Launch a full online sales channel and secure first website orders within 4 months.
- Reduce order processing time by at least 60%.
- Move at least 50 target queries into Yandex top-10 rankings within 6 months.
- Set up end-to-end analytics to track the customer path from click to payment.
What this meant in practice
- The website had to participate in sales, not just present the brand.
- The catalog had to work with CRM, 1C, and internal business processes.
- Marketing had to become measurable and data-driven.
- Managers had to spend less time on routine tasks and more on dealer network growth.
Numbers Preview
What changed within 4 months after launch
| Metric | Before project | 4 months after launch | Change |
|---|---|---|---|
| Website online inquiries | 0 | +45% contribution to total sales funnel | +45% |
| Online sales share in total revenue | 0% | 20% | +20 p.p. |
| Average order processing time | 2-4 h | 10-15 min | -80% |
| Visitor-to-lead conversion | < 1% | 4.5% | x4.5 |
| Organic traffic | 100% baseline | +80% | +80% |
| Sales team labor savings | - | about 15 h/week | - |
Approach
How we designed the website and embedded it into real operations
Discovery and market research
We interviewed the commercial director, technologist, and sales managers to map the real sales cycle and product specifics.
We analyzed 12 Russian and 5 international competitors and mapped needs for three audience segments.
UX/UI architecture
We designed catalog structure with filters by application, coating type, industry, and certificates, then produced wireframes in Figma.
The interface aligned with the existing Ancorr brand system from the first iteration.
Development and integrations
We built the project on WordPress plus WooCommerce as a scalable B2B MVP, integrating Bitrix24 and 1C through REST.
The site started transferring leads to CRM, syncing prices and stock, and participating in end-to-end analytics.
Functional sales blocks
We implemented a catalog with about 50 SKUs, account area, private corporate cart flow, one-click repeat order, and a technical sheet request form.
The website became a working sales and service tool, not just a showcase.
Content and SEO implementation
We built a semantic core with 1800+ keywords, clustered it, and structured pages for industrial demand patterns.
We published 14 expert articles, optimized metadata and schema.org, and improved performance to 90+ out of 100.
Testing and launch
We ran unit, integration, load, and dealer UX testing, then configured Yandex Metrica, GA4, and full analytics reporting.
Full release happened 11 weeks after briefing.
Solutions
What exactly was implemented
| Solution | Description |
|---|---|
| Catalog-store architecture | About 50 SKUs, attributes, filters, and 1C API integration for real stock and price updates. |
| Account area | Purchase history, repeat order, statuses, and profile details for corporate clients. |
| Bitrix24 integration | Automatic lead creation, status sync, and source tracking from website touchpoints. |
| SEO content system | 14 expert articles and 3 product landing pages for commercial and informational demand. |
| End-to-end analytics | Yandex Metrica plus GA4 plus Bitrix24 with BI dashboard reporting. |
| Team enablement | Video training for content management and sales operations. |
Results
How the website impacted sales, marketing, and operations
Core outcomes
- Total inbound inquiries increased by 45%, with 43 online orders placed via the site.
- 20% of company revenue moved through the online channel that did not exist before.
- Order processing time dropped from 2-4 hours to 10-15 minutes.
- Visitor-to-lead conversion grew from below 1% to 4.5%.
- Organic traffic increased by 80%, with 52 target queries in Yandex top-10.
- Managers saved around 15 person-hours weekly and redirected time to dealer network growth.
Detailed business value
- New 24/7 sales channel. The website started working like a virtual manager even outside office hours.
- Lower operational cost. Automated stock checks reduced manual workload and error risk for sales teams.
- Transparent marketing economics. Leadership gained clear visibility into channels that drive real revenue and ROI.
- Stronger market position. Expert content and search visibility made Ancorr a more visible player in the industrial niche.
Insights
What we learned during the project
- B2B audiences are highly sensitive to speed: after shortening order forms, conversion grew by another 0.8%.
- Case-plus-calculation content formats performed best for engineers and technical decision-makers.
- Price sync every 12 hours was excessive: moving to daily sync reduced server load by 18%.
Client feedback
What the client said after launch
We were used to offline sales and doubted that a complex industrial product could be sold online. In ten weeks, the team changed our view entirely: they showed a working prototype, built the catalog, integrated Bitrix24, and restructured part of our internal operations. Within four months, we received 43 online orders and saved dozens of working hours in lead processing.
Being able to track the full chain from click to revenue inside CRM became critical for us. We now trust the same team with digital marketing and online channel growth as a whole.
What Next
Further growth steps for the project
- Launch a dealer account area with dynamic wholesale pricing and ERP-ready API support.
- Implement cross-sell recommendation logic based on sales analytics.
- Scale SEO strategy to export-oriented and English-language intent clusters.
Summary
Why this case matters
With a full-cycle approach from interviews and UX architecture to integrations, SEO, and analytics, the Ancorr website moved from a static brochure to a practical B2B online sales system.
This project proved that even in heavy industrial niches, a website can do far more than represent a company. It can attract clients, accelerate deal cycles, and free team capacity for growth.
Losing clients because your website is outdated?
We can turn your website into an automated sales channel that attracts qualified inquiries 24/7, accelerates processing, and fits real business workflows.