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.