Case study

IFIS - how we increased MQLs by 180%

mock up desktop

The challenge

IFIS, early adopters of the HubSpot platform, wanted to drive greater end-user engagement with a new website built to optimise traffic generation, visitor engagement and conversion.

We have received so many compliments from the wider community on how fantastic our new site looks, and have seen a dramatic increase in qualified website conversions

Rhianna Gamble
Head of Marketing

Reinventing IFIS's online presence

Working together, IFIS and Blend envisioned a new, vibrant and welcoming website that aligned to the organisation’s future-facing attitude and the passion that it puts into helping the food science community.

At the same time, Blend ensured that the website was built to leverage the full power of the HubSpot platform and to optimise traffic and lead generation.


Since new site launch


180%Increase in free trial


47%Increase in lead


30+New contacts
each month

The Results

Following the launch of the new website, the desired effect was instantly visible.

Conversion rate on the website jumped up, staying above 1% for four consecutive months for the first time since records began in 2011 and generating a significantly higher number of leads compared to the website before launch.

More importantly, in the four months following the launch, free trial requests (aka Marketing Qualified Leads) increased by 180%.

With the stated mission of developing greater engagement with its end-users - who access IFIS's academic content exclusively through research platform vendor partners - the increased conversion rate and number of qualified leads is especially valuable.


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