H.B. Fuller, a global leader in industrial adhesives, recognized the need for a digital transformation of its TEC Specialty product website. TEC Specialty, known for its technologically advanced surface preparation products, faced a significant digital challenge: an outdated and difficult-to-navigate website that wasn’t aligned with the brand’s innovative solutions. With a user experience that hindered lead generation, the old site was impeding TEC Specialty’s ability to effectively convert visitors into customers.
We reimagined the entire online experience, ensuring it would engage prospects, align with the brand’s values, and optimize for conversions.
Why Did We Start the Project?
The Challenge
TEC Specialty’s original website, built on an outdated content management system (CMS), was a roadblock to both internal teams and customers. The site’s sluggish performance, antiquated technology, and lack of customization options resulted in poor user experience and lead generation efforts.
Some of the key challenges included:
- Navigational difficulties: Prospects and customers struggled to find relevant information, leading to abandoned sessions.
- Clunky and outdated CMS: Slow page loads, cumbersome updates, and inconsistent functionality hampered sales enablement efforts.
- Brand misalignment: The site did not reflect TEC Specialty’s innovative products, affecting customer perception and engagement.
- Inefficient customer engagement: The site didn’t foster an environment conducive to lead nurturing and conversion.
What’s Going On?
The Analysis
To address these issues, we began by identifying TEC Specialty’s Ideal Customer Profile (ICP) and understanding the needs of both prospective and existing customers. We conducted extensive research through interviews with internal teams, field contractors, and data from Google Analytics and Hotjar, a user behavior and heat mapping tool.
Our analysis revealed key insights:
- Website architecture: Customers were unable to navigate the site effectively, which obstructed key conversion points.
- Product layouts: Prospective customers couldn’t easily locate relevant product information, leading to missed opportunities for lead generation.
By reworking the Information Architecture and aligning content to customer needs, we developed a user-friendly experience that streamlined paths to conversion. This data-driven approach informed discussions around content strategy and page layouts, setting the foundation for the new site’s development.
How Did Marcel Digital Help?
The Solution
Leveraging our research and data-driven insights, we developed a streamlined digital solution that enabled greater control for the visitor while facilitating seamless navigation. The new site was built with sales enablement in mind, ensuring it would serve both prospective customers and existing clients looking to implement TEC Specialty’s products in their upcoming projects.
Our solution included:
- Mobile-first design: Given the on-the-go nature of TEC Specialty’s customer base, we prioritized a mobile-friendly experience, enhancing accessibility for customers accessing the site from remote job sites.
- Simplified user flow: By improving the information architecture, we ensured that users could easily access relevant content and product pages.
- Sales enablement tools: The updated site integrated predictive search functionality, allowing prospects to quickly find relevant products and driving better engagement.
- Continuous feedback loops: An agile development process allowed us to work closely with TEC Specialty’s team, iterating on the website to ensure it met both business goals and customer expectations.
What Happened After Launch?
The Results
The revamped TEC Specialty website delivered impressive results, driving significant improvements in user engagement and lead generation. The enhanced page speed led to faster load times, improving the overall user experience and conversion rates. Mobile engagement soared, with increased downloads of key product information and a noticeable rise in mobile phone calls, reflecting greater customer interest. The redesigned site architecture, with targeted pages for specific customer segments, made it easier for users to find the information they needed, streamlining their decision-making process. Additionally, the site saw a remarkable increase in organic traffic and search visibility, countering the typical drop that often follows a site relaunch. By integrating advanced analytics, TEC Specialty gained deeper insights into user behavior, allowing for more informed, data-driven decisions.
The site continues to evolve with ongoing optimization, customer feedback, and testing, positioning TEC Specialty as a leader in digital transformation within the industrial adhesives sector.
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