A Website Crafted for Increased Conversions
BioFit Engineered Products is a leading developer and manufacturer of ergonomic seating and furnishing solutions. BioFit engaged Concentrek to upgrade their website to provide a more user-friendly experience that encourages engagement and increases conversions (quote requests), as well as enhances the site’s organic SEO. The challenge for our team was the complexity of the website and its integrations, including a customer portal and an interactive Chair Builder for creating customized seating, plus the sheer size of the website due to a large digital resource catalog and wide product offering with extensive configurability options.
Improving the User Experience
To engage users from the start, we created a clean, visually appealing home page design using bright and bold color that we carried across the website. We added relevant product literature, videos and design symbols to each product page to expedite navigation to resources, and only displayed the most commonly chosen configurations of each product model. This significantly reduced the number of product configurations from somewhere in the thousands to 170, helping make the website more manageable for the client and prevent information overload for the user.
Number of product configurations
reduced by over 90%
for a simplified user experience
Simplifying Navigation
Use of mega menus on BioFit’s previous website made navigation overwhelming for the user by serving up too many selections. Our team evaluated BioFit’s content types and hierarchy and simplified navigation by reducing products to two dropdown menus: one for type and one for environment.
Increasing Quote Requests
To increase quote requests through the BioFit website, our team employed the Konvert® platform to enhance BioFit’s custom quote-generation system that integrates with the Chair Builder web application. Our team created a single destination for quotes from the Chair Builder and preconfigured options on biofit.com. Users now can register an account when submitting a quote so they can submit multiple quotes with minimal input, plus log in at any time to view their quote history.
Quote requests have
more than doubled
since site launch.
Improving Quote Process Efficiency
By including product pricing within the quote process, our team ensured that the functionality better supports building and submitting quotes for both customers and dealers. Once submitted, quotes are now automatically routed to assigned BioFit representatives based on the requester’s state or ZIP code range. Sales representatives and managers are given dashboard access to only the quotes for which they are associated and are sent immediate and daily summary emails containing their quote activity.
Optimizing Organic SEO
Our team began optimizing the website’s content for organic search results by performing intensive keyword research, including investigation and analysis of competitive sites, to identify relevant, high-search-volume keywords and phrases used by BioFit’s target audience when searching for information. We crafted keyword-rich title tags and meta descriptions for each page using best practices and incorporated internal links throughout to improve navigation and connect users to related content within the website. This also serves to help search engines understand the structure of the website and enhance its visibility in search results. To prevent network congestion and support faster loading times, our team used an image CDN provider to compress images throughout the site.
