Using analytics as a flag to identify gaps and issues with the user journey, we worked with Fairmont Santrol to improve the effectiveness of its online product catalog along with the effectiveness of its sales and marketing efforts.
Sometimes, time spent on a corporate website can be a negative indicator, rather than a measure of engagement. In Fairmont Santrol’s case, which has a highly complex product offering, it indicated that potential customers were having a hard time finding the information they needed to choose the right product for their jobs. The company offers a wide range of products across the mining and drilling industries. Each has its own distinct set of attributes and uses. We narrowed the focus to shorten the sales cycle–and site visitors’ frustration—by giving customers a clearer consideration path to their purchases.
Creating Product Family Comparisons
Borrowing from consumer industries like the telecommunications and cable space, we recommended that product families be grouped together to make them easier to filter and to allow for side-by-side comparison.
Better User Experience
All resources now dynamically populate for each product. Next step buttons and CTAs are always visible and easy to find, and the pages fully integrate into the company’s Salesforce workflow.
After testing the new approach within the proppants area of the business and seeing how much more effective it was the new format was applied to all product lines across the company.