Web Development
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known for its technologically advanced surface preparation products, faced a significant digital challenge: an outdated and difficult-to-navigate website that wasn’t aligned with the brand’s innovative solutions.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.
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TEC Specialty’s original website, built on an outdated content management system (CMS), was a roadblock to both internal teams and customers.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Clunky and Outdated CMS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.
The Analysis
Marcel Digital began by defining TEC Specialty’s Ideal Customer Profile and uncovering the needs of both prospective and existing customers. Through interviews with internal teams and field contractors, as well as behavioral insights from Google Analytics and Hotjar, the team developed a comprehensive understanding of how users interacted with the existing site and where they struggled.
Evaluating User Behavior & Site Performance
Heatmaps, click tracking, and analytics data revealed how visitors navigated the site and where they encountered friction.
Key conversion pathways were obstructed by unclear architecture and ineffective content placement.
Identifying Gaps in Product Discovery
Prospective customers had difficulty locating relevant product information due to disorganized layouts and inconsistent content structure.
These gaps resulted in missed opportunities for engagement and lead generation.
Defining a Clear Information Architecture Strategy
Insights from research guided a complete restructuring of the site’s Information Architecture.
Content was realigned to customer needs, creating intuitive user flows and more efficient paths to conversion.
This data-driven foundation informed content strategy, page layouts, and the direction of the new site’s development.
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.
The Results
The revamped TEC Specialty website delivered impressive results, driving significant improvements in user engagement and lead generation.
Enhanced Page Speed
This 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, they saw greater customer interest.
User Navigation Streamlined
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.
Increase in Organic Traffic and Search Visibility
This countered 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.
