B2B E-commerce
Purchases
Print & Cheques Now Inc. is a leading Canadian supplier of laser and manual cheques, envelopes, and secure banking supplies for businesses and individuals. With over three decades of experience, the company has built a strong reputation for affordability, security, and reliability — proudly serving over 14,000 clients across Canada, including brands like RE/MAX, Coldwell Banker, A&W, and Four Seasons.
Operating within the financial documentation sector, ChequesNow specializes in CPA-compliant cheques with enhanced security features (e.g. holograms, heat-sensitive ink). Their online storefront allows customers to order customized financial documents quickly and securely, blending traditional finance with e-commerce.
The challenge: too many choices, not enough clarity
While Print & Cheques Now Inc. offered a wide variety of cheques and related products, many users arriving on the website didn’t know which product was right for them.
- Was it laser cheques or manual cheques? Personal or business?
- Should they order binders, deposit slips, or just envelopes?
Despite strong traffic and a reputation for value, visitors were overwhelmed by similar-sounding options and a dense navigation menu. This uncertainty led to:
- Friction in early-stage discovery, where users couldn’t confidently select the right product.
- Drop-offs before key decisions, especially when users weren’t sure which product matched their software or banking needs.
- Lower-than-expected conversions, even among highly relevant traffic segments.
The team needed a way to remove confusion and guide visitors smoothly through the buying journey, without redesigning the entire site.
The solution: guiding every visitor while building trust
To tackle the growing confusion around product selection, Print & Cheques Now Inc. partnered with Pathmonk to turn their website into a guided, intent-driven experience — one that adapts in real time based on each visitor’s behavior.
Instead of overwhelming visitors with too many similar options, Pathmonk introduced micro-experiences that helped users find exactly what they needed, faster and with confidence.
Key elements of the implementation included:
1. Smart product selector tool. Upon arrival, visitors were prompted with a simple but powerful question: “What product do you need?”
Options like Cheques, Cheque-Related Products, and Envelopes created immediate clarity and segmented users into relevant paths — reducing friction from the first click.
2. Trust-building moments (testimonials & prompts). Testimonials from real customers appeared at key decision points, helping confused or hesitant users feel reassured. These were contextually shown to support users just before they dropped off.
3. Engaging multiformat content. Pathmonk resurfaced relevant content based on the stage of the customer journey a prospect was, such as a short, friendly video welcoming and highlighting key value points. This humanized the experience and set clear expectations from the start — especially helpful for first-time buyers.
Why did Cheques Now choose Pathmonk instead of more traditional CRO tools such as Dynamic Yield, ContentSquare, Mutiny, Drift, Gong, or ClickFunnels?
- 1 month free pilot: To make the decision risk-free, Pathmonk offered Cheques Now a one-month free pilot. Once the results spoke for themselves, Pathmonk became a core part of their growth stack. If you want to benefit from a free 30-day pilot with Pathmonk, book your demo here.
- Speed to value with no dev dependency: Unlike traditional CRO platforms that require coding, design work, or heavy onboarding, Pathmonk could be installed via GTM in minutes and immediately began learning from visitor behavior. This meant no delays, no dev tickets, and no friction — just fast results.
- Fast setup: Pathmonk offers flawless integration with various CRM systems, enabling easy synchronization and streamlined data management.
- Cookieless technology: Pathmonk operates without the use of tracking cookies, adhering to privacy regulations and catering to user preferences for enhanced data security.
The results: +44% more purchases
ChequesNow.ca achieved a significant uplift in performance from their financial ecommerce site—without increasing ad spend or redesigning a single page.
✅ +44% increase in conversion rate, rising from 3.55% to 5.11%.
✅ Across all website traffic, Pathmonk contributed an uplift of +180 additional conversions, for a total of 834 during the test period.
✅ Estimated +287 conversions if Pathmonk were rolled out to all traffic segments.
✅ Impact across the entire buying journey:
- +26.3% at the awareness stage (more qualified visitors moved deeper)
- +30.7% at the consideration stage (stronger engagement with products & forms)
- +35.1% at the decision stage (significantly more form completions)
