Overview
Alfotech ApS is a trusted supplier of technical components, spare parts, and custom solutions for the process industry across Denmark and Europe. Known for its commitment to quality, innovation, and customer service, Alfotech serves a technically sophisticated B2B audience with complex needs—ranging from product customization to compliance documentation.
As digital touchpoints play a growing role in the customer journey, Alfotech partnered with Guidesight to strengthen its website’s user experience (UX), conversion optimization (CRO), and accessibility compliance.
Challenge
Despite a solid product offering and strong market position, Alfotech’s website was not meeting modern usability expectations. Several issues were limiting engagement and creating friction in the buyer journey:
- Navigation challenges made it difficult for users to know where they were within the site hierarchy.
- Product page CTAs lacked visibility, often appearing below the fold or blending into the design.
- The search bar was buggy, populating with predefined terms even after use, confusing users.
- Forms lacked real-time validation and contextual help, increasing the likelihood of input errors or abandonment.
- The Hose Configurator, a key self-service tool, lacked progress indicators or guidance—leading to user uncertainty.
- The site had no Accessibility Statement, and several visual and structural elements did not meet WCAG standards.
With ambitious growth and modernization goals, Alfotech needed to remove friction from key user journeys, improve content clarity and form handling, and ensure that the platform was inclusive and conversion-ready for a diverse B2B audience.
Solution
Guidesight conducted a comprehensive UX and CRO audit of www.alfotech.eu, delivering an actionable, prioritized roadmap. The audit was structured across key categories such as navigation, visual hierarchy, conversion flows, accessibility, and engagement tools.
Key Recommendations Included:
✅ Navigation & Location Awareness
- Introduced breadcrumb navigation across all product and category pages to help users understand where they are in the site structure.
- Recommended a search bar fix to eliminate the persistent predefined term and improve focus behavior.
- Proposed predictive search with suggested results to speed up product discovery.
✅ Product Page & CTA Optimization
- Placed CTAs like “Get a Quote” or “Make an Inquiry” above the fold for immediate visibility.
- Suggested contrasting colors and action-based copy (e.g., “Find Your Solution”) for better click-through.
- Recommended breaking complex product tables into scannable tabs or collapsible sections.
✅ Form Usability & Accessibility Enhancements
- Standardized field labels and associated them with inputs to meet WCAG compliance.
- Introduced real-time validation, tooltips, and progress bars to increase clarity and confidence.
- Advised implementing confirmation prompts to prevent accidental data loss during form entry.
✅ Hose Configurator Redesign (Stage 2 Initiative)
- Proposed a step-by-step sequence to guide users through the configuration process, increasing task completion and reducing abandonment.
- Suggested adding microinteractions and loading indicators to enhance the perceived responsiveness of the tool.
✅ Trust Signals & Legal Transparency
- Added a Privacy Policy link in the footer to ensure transparency and GDPR/EEA compliance.
- Recommended a visible Accessibility Statement, which Alfotech has since implemented.
- Encouraged the addition of industry certifications, customer logos, and testimonials to key pages to build credibility.
Implementation & Outcomes
Implementation Highlights
Alfotech moved forward with a staged implementation plan based on Guidesight’s recommendations:
🔧 Stage 1:
- Improved product page UI, with updated button placements, clearer CTAs, and enhanced mobile responsiveness.
- Introduced a pop-up inquiry form with contextual help texts—allowing users to send quick questions directly from product pages.
- Fixed bugs in the search bar and updated navigation consistency.
- Published an Accessibility Statement, reinforcing the brand’s commitment to inclusivity.
⚙️ Stage 2:
Exploring deeper personalization and dynamic content modules for future engagement.
Redesigning the Hose Configurator with a visual step-sequence and progress indicators.
Enhancing the global search functionality with faster, smarter suggestions.
Results
While stage two is still in progress, the early results are already encouraging:
- Increased user engagement with product pages due to clearer CTAs and inquiry tools.
- Reduced user confusion during navigation and product discovery.
- Higher trust and brand perception following the implementation of a Privacy Policy and Accessibility Statement.
Better alignment between business goals and UX structure, giving Alfotech’s internal team and development agency a shared, focused roadmap.
Client Feedback
Guidesight has been instrumental in helping us refine our website’s UX and CRO strategy. With their expert guidance, our external web development agency has successfully implemented key UI improvements on our product pages, optimizing button visuals, placements, and CTAs. We’re also rolling out an inquiry function with a pop-up form and help texts, enhancing user engagement.
Looking ahead, we’re excited to move into stage two, where we’ll refine our hose configurator with a visual step-sequence and improve our global search functionality. Additionally, with Guidesight’s recommendations, we’re in the process of implementing an Accessibility Statement to ensure compliance and inclusivity.
Conclusion
This engagement proved that UX and CRO are not siloed disciplines, but deeply interconnected forces. By improving usability, clarifying the user journey, and optimizing for conversion, Guidesight helped Ideal Tridon Group modernize its digital touchpoints and reduce friction across all stages of the customer experience.
For any business managing multiple brands or platforms, this case highlights the importance of tailored, data-informed UX strategy. Whether the goal is improved engagement, better lead quality, or more efficient distributor tools, designing with users in mind leads to measurable outcomes.