A thorough pre-analysis showed the need for different user experiences
The process started with a thorough preliminary analysis, where the findings became the basis for large parts of the website's structure.
Customer needs at the centre
The new website needed to have the customer's needs and search behaviour in focus, and a cardinal point was that the solution ensured that Ege Carpets appeared as a source of design inspiration and ‘easy to do business with’. The results of the preliminary analysis showed that Ege Carpets has two very different B2B user types and both had to be catered for on the website:
- Those who want inspiration and suggestions for rug types, patterns and colours for a current project. For example, an architect who is decorating an office building.
- Those who need to be able to order a carpet sample quickly and efficiently, download specifications, get information about fitting and, in general, find that it is easy to shop with Ege Carpets.
The art of creating an earlier and closer contact with the customer
The new website also needed to make it easier for Ege Carpets to get in touch with interested customers. We did intensive work to set up the website, the conversion engine and the integration with Ege Carpets’ Marketing Automation system, HubSpot.
When potential customers order a carpet sample or download an e-book or file with AutoCad drawings, for example, this triggers a message to an Ege Carpets’ employee, who can help the customer further in their carpet selection. It creates an earlier and better contact with new, potential customers.