Plastema: windows, doors and flooring online store

Context

Selling windows, doors and flooring does not fit easily into a standard online store, because most products are made to measure. You cannot put a window in a basket: the price depends on the size of the opening, the profile, the glazing unit and the installation conditions.

The rest of the range is fully standard. Skirting boards, laminate flooring, hardware and some doors have a fixed price and can be sold straight away.

The website had to serve both flows without leaving the buyer with the impression that one part of it works and the other does not.

What needed solving

The key decision was which route to send the buyer down. Send the whole range to an enquiry form and you lose those who want to buy a skirting board in two minutes. Put everything in the basket and orders arrive with the wrong prices, and the sales manager starts every conversation by explaining.

The second question was the size of the range. Products fall into three main groups, each with its own subgroups: uPVC and aluminium windows, roller shutters and blinds, and terrace glazing systems. The structure had to stay clear as categories grow.

How the website is structured

The catalogue and the online store share one category structure, but products differ in their action. Standard products can be added to the basket and ordered as usual. Made-to-measure products have a quote request, which states straight away that the next step is free measuring.

The ordering process is described separately, step by step: enquiry, free measuring, manufacturing, installation. This helps sell. A buyer who understands the process is less likely to drop out at the question "so how much will it cost".

Manufacturer logos are shown in a separate strip. In the building materials market, buyers recognise a profile manufacturer faster than they read any text about quality.

The website also has a gallery of completed work, customer reviews and an FAQ section. The questions were collected from those the sales managers hear on the phone every day, so repeat calls have gone down.

Technical decisions

Two product types in one catalogue. The product type determines whether a basket or a quote form is shown. Getting this wrong is costly: a basket on a made-to-measure product creates an expectation the company cannot meet.

Enquiries with product information. The form automatically passes on which product or category the buyer came from. The sales manager sees not only a name and phone number but also what the buyer was interested in.

Response time next to the form. When buyers do not know when a quote will arrive, they often contact a competitor at the same time.