Axioma MS: thermal imaging and measuring equipment online store

Context

In online sales of measuring instruments, the buyer often knows more than the seller. An electrician, energy engineer or laboratory specialist arrives with a specific technical need and chooses by specification; a photo tells them very little.

A standard catalogue organised by manufacturer does not suit this kind of store. The buyer does not think "I need a FLIR", they think "I need to test an electrical installation".

What needed solving

The range includes thermal imaging cameras, electrical installation and equipment testers, cable locators, solar PV testing equipment, environmental and gas meters, and data loggers. Several hundred products in total, each with dozens of technical parameters.

The most important task was arranging the categories. They determine whether a buyer finds the right model in three clicks or leaves for the manufacturer's website.

How the store is structured

The catalogue is organised by application. The first level answers the question "what will you measure": electrical installations, cables, solar power plants, electrical safety, environmental conditions, gas. The manufacturer can be chosen in a filter and is also shown on the product page as a mark of quality.

On the product page, technical parameters are presented in a clean table, and the model name keeps the manufacturer's code. Specialists often search by exactly the code they saw in a specification or procurement documents.

Buyers can create an account and use a basket. This suits companies that regularly buy the same accessories and calibration services.

The news section presents new models and company achievements. In this market a new model often means new sales, so news complements the catalogue.

Information about warranty and post-warranty service is given next to the products. Instruments need periodic calibration, so buyers ask about servicing before they buy.

Technical decisions

Categories by application, manufacturer as a filter. The catalogue matches how the buyer thinks, not how the supplier's list is built. A product can be found even without knowing the model name.

Manufacturer code in the product name. The code from the specification is visible in the name and can be found through search.

Service information next to the products. Calibration and warranty are a condition of purchase for the buyer, so this information is not hidden on a separate page.