Fairmount Santrol

Product Family Pages

Product banner created by Blue Flame Thinking featuring Fairmount Santrol's Proppant technology.

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.

Fairmount Santrol product information design by Blue Flame Thinking Client
Fairmount Santrol Product Family grid design by Blue Flame Thinking Client

Borrowed Learnings

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.


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