CRO breakdown of STENN's supply chain finance consulting page. Enterprise B2B design, dual-benefit positioning, and international trade conversion strategy by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
Trade finance occupies a specific niche in the B2B financial services landscape. The buyers are sophisticated — CFOs, supply chain directors, procurement leads at retailers and manufacturers — and they come to this category with a specific, concrete problem: their supply chain needs financing that traditional banks either can’t provide in the geographies they operate in, or can’t provide quickly enough to work with their operational timelines.
STENN’s specific value was their reach into emerging markets — Asia, Latin America, other emerging economies — combined with a genuinely fast process. Their claim: “supply chain finance in as little as 24 hours.” In a category where traditional bank processes take weeks, that speed claim is genuinely differentiated and would be the central conversion driver for any buyer who has experienced the pain of a slow financing approval during a time-sensitive sourcing relationship.
The page needed to serve two audiences simultaneously: the buyer (the retailer who wants extended payment terms) and the seller (the supplier who wants early payment). Rather than forcing both through generic “supply chain finance” copy, we structured the page around dual benefit cards — one for each party’s value proposition — which allows each visitor to find their specific value quickly.
is a geography-specific value proposition that immediately qualifies the right buyer. Not all businesses need emerging market supply chain finance — those that source from Asia and Latin America do. By naming the geographies in the headline, the page filters out irrelevant visitors and immediately resonates with the exact decision-maker who is dealing with an Asian or Latin American supplier relationship.
— “Cash Flow Improvement” (for buyers) and “Credit Line Improvement” (for suppliers) — acknowledge that the page serves two distinct audiences. Rather than forcing both through the same copy, the dual card structure allows each visitor to self-identify with the relevant benefit. A retail CFO sees the cash flow card and reads about extended payment terms. A manufacturer’s finance director sees the credit line card and reads about early payment access. Each benefits from the explanation of how STENN bridges their specific financing gap.
with the animated explainer reduces what could be a complex financial process into three visible steps. Supply chain finance intimidates buyers who have never used it — the process seems like it would involve extensive documentation, credit checks, and weeks of approval time. The visual simplification of “three steps” removes the process anxiety before it becomes an objection. The animated explainer shows the interaction between buyer, STENN, and supplier in a way that makes the three-party relationship clear at a glance.
— 3,000 transactions daily, operating across 80+ countries — appears below the hero and establishes scale before any capability claim is made. Scale matters for financial services because it implies both institutional trust and operational resilience. A trade finance provider processing 3,000 transactions per day is not a startup experiment — it’s a functioning financial infrastructure that enterprise buyers can rely on.
— name, email, company. For a B2B financial services inquiry where the consultation will gather detailed information, asking for more upfront creates unnecessary friction. The consultation call is where qualification happens. The form captures just enough to route the inquiry; the call does the detailed intake. This principle — form for contact, call for qualification — consistently increases consultation request rates over forms that try to pre-qualify with ten fields.
The “300 Transactions Daily” live ticker in the header banner signals active, current operations. Financial buyers are looking for evidence that a finance provider is operational at scale, not just launched. Live transaction data in the header is the most immediate scale signal available.
“80+ countries” combined with the specific emerging market geography naming in the hero headline validates STENN’s coverage claim for buyers operating in Asia and Latin America. For buyers whose specific supply chain challenge involves a country that most trade finance providers don’t cover, geographic specificity is the most important capability signal.
The three-step visual and video explainer reduce the complexity anxiety that prevents sophisticated buyers from starting the consultation process. Financial services buyers are conservative by nature — they want to understand a process before they engage with it. Showing the process visually before asking for contact information converts the careful evaluator who would otherwise spend a week researching before submitting a form.
"The 'No Collateral or Security Required' trust badge below the hero CTA addresses the single most common objection in emerging market trade finance: collateral requirements that most suppliers in those markets cannot meet. It's not prominently displayed, but for the visitor who scrolls past the CTA without clicking, that badge catches their eye and removes an objection they hadn't yet asked. Pre-emptive objection handling in trust badge format is one of the highest-value micro-decisions on a finance page."
Our data from B2B financial services and trade finance pages since this build points to three specific improvements:
Currently, both buyer and supplier audiences see the same “Request Consultation” CTA. A version where the buyer card has “Get Extended Terms” as its CTA and the supplier card has “Get Paid Faster” as its CTA would maintain the dual-audience structure through the conversion action. The CTA copy matching the audience’s specific goal would reduce the ambiguity of a generic consultation request. High impact for a dual-audience page where the two value propositions are structurally different.
A brief case study showing an actual STENN-financed transaction — “How a Vietnamese textile manufacturer received payment in 2 days instead of waiting 90 days while their UK retail buyer got 90-day terms” — would make the financing mechanism concrete. Abstract financial service descriptions require effort to visualise. A specific, named trade route with actual timelines and financing amounts converts the sceptical evaluator faster than general capability claims.
“How long are you currently waiting to receive payment?” for suppliers or “What payment terms are you currently offering your suppliers?” for buyers — outputting “STENN could reduce your wait to X days” or “We could extend your terms to Y days” — would personalise the value proposition. For a financial service where the benefit is measured in cash flow days, a personalised days-improvement figure is more motivating than aggregate statistics.
"Supply chain finance pages serve a buyer who has been doing their research for weeks before they submit a form. That long pre-conversion period means the page's job is not to make the sale — it's to be the last page the buyer visits before deciding STENN is worth a consultation. The page needs to be complete enough that the buyer finishes their research on it rather than going to five other providers. Every unanswered question is a reason to leave and compare."
Need a financial services landing page that serves sophisticated B2B buyers in a long-evaluation category? Talk to our team.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
The first piece of information shapes all subsequent judgements. Price comparisons and headline stats set expectations.
People feel losses more strongly than gains. Framing around what they will miss motivates action.
This principle influences visitor behaviour and supports the page's conversion goal.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Supply chain finance typically attracts two types of buyers simultaneously: retailers and importers who want extended payment terms from overseas suppliers (buyers of goods), and suppliers in emerging markets who need early payment rather than waiting 60-90 days to be paid (sellers of goods). STENN's specific positioning serves both: help retailers get better terms from Asian and Latin American suppliers while helping those suppliers get paid faster. The buying trigger is almost always a specific supply chain problem — a cash flow crunch, a supplier demanding shorter payment terms, or a new sourcing relationship needing financing structure.
Supply chain finance is complex enough that a corporate website typically presents it as one service line among many, which dilutes the message for a visitor with a specific, urgent supply chain financing need. A dedicated landing page can focus entirely on the specific buyer problem — extended payment terms, earlier supplier payment, emerging market access — and walk the visitor to a consultation request without competing navigation or secondary CTAs. The specificity of a landing page that speaks directly to the supply chain finance decision increases consultation request rates substantially over a general contact page.
The fundamental problem STENN solves is a timing mismatch: retailers want to pay suppliers after they've sold the goods; suppliers want to be paid before they ship. Traditional bank financing for this gap requires collateral and lengthy approval processes that emerging market suppliers often can't access. STENN provides the financing layer that bridges the timing gap, allowing retailers to negotiate up to 120-day payment terms while suppliers receive payment within days. That bridge converts a zero-sum negotiation — you pay first or I ship first — into a win-win structure financed by a third party.
Enterprise procurement teams evaluating a trade finance provider need to see: regulatory standing (are they a regulated financial entity), coverage geography (which countries and currencies do they operate in), institutional backing (are they funded by reputable investors), and transaction track record (volume of transactions processed, number of countries served). STENN's '300+ transactions daily, 80+ countries' stats directly address the scale and geography questions. Regulatory compliance signals — mentioned in the trust badges — address the regulatory standing question. Both are required by enterprise buyers before they'll involve a trade finance provider in their supply chain.
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"The news ticker banner at the top of the STENN page — showing the current date and live transaction count — is one of the most effective dynamic trust signals we've implemented on a finance page. '3,000 transactions daily' in a live-updating ticker tells the visitor that the platform is actively processing real trades right now, at scale. For a financial service, that live activity signal communicates exactly what the enterprise buyer needs to hear: this is an operating, high-volume platform, not a website for a company that processes a handful of transactions per month."