Increasing revenue with the same website traffic
ConTech SaaS
CRO Optimalization
UI/UX
Web Design
Strategy
Bouwportaal
Increasing revenue with the same website traffic
Bouwportaal is a project software for construction industry. They have traffic, real product-market fit, but dropped-offs were too high. We audited the full journey from first visit to onboarded customer, rebuilt the pricing model, and redesigned the flow with all optimalizations into a dev-ready prototype the internal team could build themselves.
Client
Bouwportaal
Released
Timeframe
4 weeks
Project Type
ConTech SaaS
Technology
Figma, Webflow
Bouwportaal
Overview
Bouwportaal is B2B SaaS for contractors, installers, painters and other construction businesses. A one-stop shop for quotes, invoicing, planning and hour registration, so nobody has to catch up on paperwork at the kitchen table at night. The product had grown into multiple modules that competes on features with much bigger names, and the customer base kept growing with it. But visitors land on the site, started a free trial, and most of them left before anyone at Bouwportaal ever spoke to them. Bouwportaal wanted to know where the route was leaking, and what to rebuild first.
Bouwportaal
The Challenge
A strong product, sold the way the team saw it, not the way their ICP buys it.
The website spoke product language. A menu stacked with modules, copy about features and polished mockups instead of providing real value. The buyer is a contractor who wants to stop losing evenings to admin. Those two stories never met. Pricing made it worse: one flat fee for everything, take it or leave it. No entry point for a starting ZZP'er, no room to grow for a bigger firm. The registration flow asked for everything upfront in a long form, with a broken button in it and three different promises around it. And the biggest leak sat where nobody could see it: people started the trial and quietly dropped out. No demo booked, no reply to calls, and no heatmaps or session recordings to show what went wrong inside.
Bouwportaal
The Solution
One audit, then rebuild the route from first visit to onboarded customer.
We started with a CRO audit of the entire website and journey. Copy, social proof, forms, target group pages, pricing, and the competitors that were moving faster, all laid out next to the traffic data and turned into a prioritized list. The flat fee became a tiered model built on actual usage data, with the most-used module placed deliberately in the middle tier so that it becomes the natural choice, and a top tier priced to make the middle one feel obvious. Registration got stripped to the essentials: email first, the rest later inside the product. Behind the signup sits a blurred preview of the dashboard, so a new user already sees the product before logging in. Risk reversals under every button. Onboarding was rebuilt into a few short steps that double as segmentation: modules, team size and integrations. Every answer feeds the next round of optimization. The solution pages were restructured to sell outcomes instead of listing modules. Everything was delivered in Figma and a dev-ready prototype, so Bouwportaal's own team could build at their own pace.
Bouwportaal
Bouwportaal
Results
Bouwportaal now has a pricing model that grows with the customer instead of capping at one flat fee, a registration flow that gets people into the product faster, and an onboarding that produces the data the next round of optimization runs on. The onboarding answers already revealed which trades convert best, which is exactly where the marketing focus goes next. The bigger shift happened inside the team: a dev crew that didn't believe in conversion work now plans around it, because the data made the case for them.
Flow
From first website visit to onboarded customer
Tiers
Pricing rebuilt on real usage data
Steps
An onboarding that feels plug and play
Bouwportaal
Final thoughts
Bouwportaal didn't have a traffic problem. People found the site and the product held up against bigger competitors. The website just sold it as a box of modules at a single flat price, and the trial let people walk away without ever saying why. Once pricing gave buyers a real choice and the flow got out of their way, conversion stopped being a website topic and became a team habit. That last part is the result that keeps paying after we're gone.
Bouwportaal
Credits
Leonard Rampen
Mike Bulter
CEO & Co-founder at Bouwportaal
Growth Manager at Bouwportaal
Previous Project
Increasing revenue with the same website traffic
ConTech SaaS
CRO Optimalization
UI/UX
Web Design
Strategy
Bouwportaal
Increasing revenue with the same website traffic
Bouwportaal is a project software for construction industry. They have traffic, real product-market fit, but dropped-offs were too high. We audited the full journey from first visit to onboarded customer, rebuilt the pricing model, and redesigned the flow with all optimalizations into a dev-ready prototype the internal team could build themselves.
Client
Bouwportaal
Released
Timeframe
4 weeks
Project Type
ConTech SaaS
Technology
Figma, Webflow
Bouwportaal
Overview
Bouwportaal is B2B SaaS for contractors, installers, painters and other construction businesses. A one-stop shop for quotes, invoicing, planning and hour registration, so nobody has to catch up on paperwork at the kitchen table at night. The product had grown into multiple modules that competes on features with much bigger names, and the customer base kept growing with it. But visitors land on the site, started a free trial, and most of them left before anyone at Bouwportaal ever spoke to them. Bouwportaal wanted to know where the route was leaking, and what to rebuild first.
Bouwportaal
The Challenge
A strong product, sold the way the team saw it, not the way their ICP buys it.
The website spoke product language. A menu stacked with modules, copy about features and polished mockups instead of providing real value. The buyer is a contractor who wants to stop losing evenings to admin. Those two stories never met. Pricing made it worse: one flat fee for everything, take it or leave it. No entry point for a starting ZZP'er, no room to grow for a bigger firm. The registration flow asked for everything upfront in a long form, with a broken button in it and three different promises around it. And the biggest leak sat where nobody could see it: people started the trial and quietly dropped out. No demo booked, no reply to calls, and no heatmaps or session recordings to show what went wrong inside.
Bouwportaal
The Solution
One audit, then rebuild the route from first visit to onboarded customer.
We started with a CRO audit of the entire website and journey. Copy, social proof, forms, target group pages, pricing, and the competitors that were moving faster, all laid out next to the traffic data and turned into a prioritized list. The flat fee became a tiered model built on actual usage data, with the most-used module placed deliberately in the middle tier so that it becomes the natural choice, and a top tier priced to make the middle one feel obvious. Registration got stripped to the essentials: email first, the rest later inside the product. Behind the signup sits a blurred preview of the dashboard, so a new user already sees the product before logging in. Risk reversals under every button. Onboarding was rebuilt into a few short steps that double as segmentation: modules, team size and integrations. Every answer feeds the next round of optimization. The solution pages were restructured to sell outcomes instead of listing modules. Everything was delivered in Figma and a dev-ready prototype, so Bouwportaal's own team could build at their own pace.
Bouwportaal
Bouwportaal
Results
Bouwportaal now has a pricing model that grows with the customer instead of capping at one flat fee, a registration flow that gets people into the product faster, and an onboarding that produces the data the next round of optimization runs on. The onboarding answers already revealed which trades convert best, which is exactly where the marketing focus goes next. The bigger shift happened inside the team: a dev crew that didn't believe in conversion work now plans around it, because the data made the case for them.
Flow
From first website visit to onboarded customer
Tiers
Pricing rebuilt on real usage data
Steps
An onboarding that feels plug and play
Bouwportaal
Final thoughts
Bouwportaal didn't have a traffic problem. People found the site and the product held up against bigger competitors. The website just sold it as a box of modules at a single flat price, and the trial let people walk away without ever saying why. Once pricing gave buyers a real choice and the flow got out of their way, conversion stopped being a website topic and became a team habit. That last part is the result that keeps paying after we're gone.
Bouwportaal
Leonard Rampen
Mike Bulter
CEO & Co-founder at Bouwportaal
Growth Manager at Bouwportaal
Previous Project
Increasing revenue with the same website traffic
ConTech SaaS
CRO Optimalization
UI/UX
Web Design
Strategy
Bouwportaal
Increasing revenue with the same website traffic
Bouwportaal is a project software for construction industry. They have traffic, real product-market fit, but dropped-offs were too high. We audited the full journey from first visit to onboarded customer, rebuilt the pricing model, and redesigned the flow with all optimalizations into a dev-ready prototype the internal team could build themselves.
Client
Bouwportaal
Released
Timeframe
4 weeks
Project Type
ConTech SaaS
Technology
Figma, Webflow
Bouwportaal
Overview
Bouwportaal is B2B SaaS for contractors, installers, painters and other construction businesses. A one-stop shop for quotes, invoicing, planning and hour registration, so nobody has to catch up on paperwork at the kitchen table at night. The product had grown into multiple modules that competes on features with much bigger names, and the customer base kept growing with it. But visitors land on the site, started a free trial, and most of them left before anyone at Bouwportaal ever spoke to them. Bouwportaal wanted to know where the route was leaking, and what to rebuild first.
Bouwportaal
The Challenge
A strong product, sold the way the team saw it, not the way their ICP buys it.
The website spoke product language. A menu stacked with modules, copy about features and polished mockups instead of providing real value. The buyer is a contractor who wants to stop losing evenings to admin. Those two stories never met. Pricing made it worse: one flat fee for everything, take it or leave it. No entry point for a starting ZZP'er, no room to grow for a bigger firm. The registration flow asked for everything upfront in a long form, with a broken button in it and three different promises around it. And the biggest leak sat where nobody could see it: people started the trial and quietly dropped out. No demo booked, no reply to calls, and no heatmaps or session recordings to show what went wrong inside.
Bouwportaal
The Solution
One audit, then rebuild the route from first visit to onboarded customer.
We started with a CRO audit of the entire website and journey. Copy, social proof, forms, target group pages, pricing, and the competitors that were moving faster, all laid out next to the traffic data and turned into a prioritized list. The flat fee became a tiered model built on actual usage data, with the most-used module placed deliberately in the middle tier so that it becomes the natural choice, and a top tier priced to make the middle one feel obvious. Registration got stripped to the essentials: email first, the rest later inside the product. Behind the signup sits a blurred preview of the dashboard, so a new user already sees the product before logging in. Risk reversals under every button. Onboarding was rebuilt into a few short steps that double as segmentation: modules, team size and integrations. Every answer feeds the next round of optimization. The solution pages were restructured to sell outcomes instead of listing modules. Everything was delivered in Figma and a dev-ready prototype, so Bouwportaal's own team could build at their own pace.
Bouwportaal
Bouwportaal
Results
Bouwportaal now has a pricing model that grows with the customer instead of capping at one flat fee, a registration flow that gets people into the product faster, and an onboarding that produces the data the next round of optimization runs on. The onboarding answers already revealed which trades convert best, which is exactly where the marketing focus goes next. The bigger shift happened inside the team: a dev crew that didn't believe in conversion work now plans around it, because the data made the case for them.
Flow
From first website visit to onboarded customer
Tiers
Pricing rebuilt on real usage data
Steps
An onboarding that feels plug and play
Bouwportaal
Final thoughts
Bouwportaal didn't have a traffic problem. People found the site and the product held up against bigger competitors. The website just sold it as a box of modules at a single flat price, and the trial let people walk away without ever saying why. Once pricing gave buyers a real choice and the flow got out of their way, conversion stopped being a website topic and became a team habit. That last part is the result that keeps paying after we're gone.
Bouwportaal
Leonard Rampen
Mike Bulter
CEO & Co-founder at Bouwportaal
Growth Manager at Bouwportaal
Previous Project
Let’s unlock what’s
possible together.
Start your project today or book a 15-min one-on-one if you have any questions.
Let’s unlock what’s
possible together.
Start your project today or book a 15-min one-on-one if you have any questions.
Let’s unlock what’s
possible together.
Start your project today or book a 15-min one-on-one if you have any questions.