Case 07 / Metric-supported diagnosis

Diagnosing Quote Drop-Off and Cleaning the CRM Signal

Quote-form errors lost buyers and inflated submission counts with duplicate CRM records.

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Client: Global leading height access platform manufacturer
Sector: B2B industrial e-commerce and lead generation
Capability: Conversion optimisation, form QA, CRM data integrity
Evidence: Metric-supported diagnosis

Platforms & tools

WordPress Quote journey
HubSpot CRM reconciliation

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Evidence note: Results retain the supplied evidence label and reporting context. Attributed or estimated results describe the available record, not an unsupported claim of causation.

Customer problem

Customers were reaching the quote stage but not always completing it. In some cases the site displayed an error even though HubSpot had received the submission, prompting the buyer to submit again. That created duplicate CRM records, confused conversion reporting and made it harder to separate a genuine demand problem from a technical experience problem.

Work delivered

The Rolfe Marketing team audited how quote submissions moved from WordPress into HubSpot, using analytics to check direct-contact paths. During the review, test records were removed and valid submissions reconciled. It also traced where buyers switched to direct contact. Those findings informed a simpler quote page and controlled regional trial.

Delivery method

01: Reconciled the source systems before accepting either platform's headline count.
02: Separated technical errors, repeated submissions and true abandonment.
03: Specified a safe-buffer approach to prevent a successful CRM submission being repeated.
04: Reduced the quote journey to a clearer one-page view of cart contents and required contact fields.

Recorded outcome

The audit reconciled 165 valid, non-test submissions between WordPress and HubSpot and isolated the duplicate-record problem. An accurate baseline informed the integration fix and a one-to-two-week test plan for the new quote experience. That protected both the customer journey and the integrity of the dashboard used to make sales and marketing decisions.

What the evidence supports

Reconciled WordPress and HubSpot records determined which quote-page problem needed fixing.

★★★★★ 5.0 Average from 5 Google reviews

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David Patrick O’Riordan, RSGx Google review

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Next step

Apply the learning to your customer journey

Trace quote-form drop-off and CRM duplication, then define the next conversion test from reconciled data.

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