Client Profile
Corrugated Metals, Inc. (CMI) is a leading manufacturer of formed metal products, serving the construction, original equipment and defense industries.
Case Study Highlights
CMI wanted a more dynamic way to showcase its product capabilities to help them stand out from competitors and streamline its custom quote process.
Simple Machines designed a new website leveraging 3D product configuration, which lets buyers spec and preview products in real-time while delivering a less cumbersome quote process.
CMI has seen a significantly higher conversion rate since launching and its sales team can more quickly turn around quotes, leading to more efficiency and a direct impact on revenue.
The Challenge
One of CMI’s strongest differentiators is its unique capacity to meet various custom roll forming and metal corrugating needs. From aluminum and weathering steel to pre-painted finishes, CMI offers a range of materials and finishes that customers across industries need.
When it came time to redesign the website, CMI approached Simple Machines with two challenges. First, how could we help them stand out from competitors making similar claims on their websites? And second, how could we simplify the custom quoting process to reduce the administrative burden on the sales team?
The Solution
To deliver a more interactive experience that could bring this differentiator to life, we decided to leverage Threekit’s product configuration platform with the new website so that visitors could configure, spec and quote the products in real time.
Early in the planning stages, the Simple Machines, CMI and Threekit teams worked through the strategy and UX vision for the site along with product requirements and variations that needed to be represented.
Beyond providing options for color, material, thickness and square footage, the platform would also let visitors preview both material by itself and in a real-world context. Once they had configured their product, they could simply request the quote with all the specs pre-populated.
With the configurator plan in place, Simple Machines worked on the design, development and copy updates while Threekit built the configurator.
“We’re driving new client opportunities with high revenue potential as a direct result of the website activity. That’s a great return on investment.”
The Results
Immediate Impact
In the months following the launch, we tested product pages with the configurator against those without and found that pages with the configurator saw a 4.31% conversion rate compared to a 1.36% conversion rate for those without a configurator.
Faster Sales Process
The sales team can turn around quotes much faster thanks to the streamlined custom quote process enabled by the configurator, which we integrated with CMI’s HubSpot CRM. Ultimately, CMI is now able to convert traffic and opportunities at a higher rate, leading to more efficient operations and accelerated revenue generation.
Sustained Success
Along with improving the rate and quality of conversions from the website, Simple Machines trained the sales team on HubSpot to track and measure pipeline, and we’ve continued driving results through Google Ads management, content, trade publication advertising, trade show support and more.
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