Website modernisation for a layered wood flooring manufacturer – Flooren 2.0

Introduction

Flooren is a wood flooring manufacturer that has been developing its online sales for years, focusing on product quality and consciously guiding customers throughout the selection process. We work with the brand on a long-term basis, developing the platform as the business grows and user needs evolve.

From the very first implementation, the objective was to create a solution that would not be a closed project, but a foundation for continued development. After more than two years, we returned to the project for the next stage: expanding its functionality and optimising the entire user experience.

The modernisation was driven by evidence rather than assumptions. It was based on an in-depth analysis of quantitative and qualitative data and user behaviour, using tools such as Google Analytics and Hotjar. This allowed us to identify bottlenecks and friction points in the user journey precisely. We then determined where the journey could be simplified, the path to contact shortened and the platform’s effectiveness improved.

The result was an expansion of the existing system with new functions and preparation for further scaling without rebuilding everything from scratch. A subtle visual refresh complemented these changes: we modernised the interface and refined the UI while remaining consistent with the brand’s existing identity.

A foundation ready for growth

The first version of the platform was designed with block-based technology, providing great flexibility in content management and allowing the website to be expanded without involving the development team in every change.

This gave the client’s team genuine independence in everyday website management while keeping the project scalable and ready for subsequent stages of development. This foundation allowed us to begin the next phase without rebuilding the system and to focus entirely on its development and optimisation.

An expanded customer area

We expanded the customer area around two objectives: increasing organic visibility and strengthening trust during the decision-making stage.

We implemented a dedicated publishing section that supports the systematic addition of expert articles. This model helps cover search queries, particularly long-tail queries, and generates valuable, high-intent organic traffic.

At the same time, we enabled video publication as a complement to written content. Showing the brand in a real context – including the owner, delivery process and approach to the product – increases credibility, reduces purchasing uncertainty and shortens the path to a decision.

We organised the content into two journeys, one for existing customers and another for people still choosing a product. This makes it easier to match information to the user’s context and helps them reach the right content faster.

Ordering free samples

As part of the platform’s development, we implemented a dedicated section for ordering free samples. The process was designed to make variant selection as simple as possible, shorten the order journey and reduce the number of steps to a minimum.

The entire process was integrated with simple email automations that send follow-ups after an enquiry. This makes it possible to reconnect with users who did not decide immediately and maintain contact at a key moment in the purchasing process.

This feature directly supports purchase decisions: users can see the product in their own environment before buying, while the brand gains an additional touchpoint that increases the likelihood of converting the enquiry.

e-Salon – online consultations

Another development was e-Salon, a feature that allows users to book a free online consultation. It was designed as a direct bridge between browsing the offer and contacting the brand.

Users can easily book a meeting and discuss specific solutions tailored to their needs. This shortens the decision-making journey, removes uncertainty about product selection and moves communication to a more direct, trusted level.

From a business perspective, e-Salon organises the contact process and improves lead quality: instead of random enquiries, the brand receives conversations with users who are genuinely interested in its offer.

Flooring configurator optimisation

A major part of the project was modernising the existing configurator. The main objective was to improve its effectiveness and shorten the user’s path to contact.

We redesigned the key point in the process – the calculation summary – to make it clearer and support decision-making. We also introduced alternative variants and price comparisons, helping users place their configuration in a broader context and increasing the perceived attractiveness of the selected solution.

Another important improvement was embedding quick-contact forms directly in the configurator. This removes the need to navigate to another section of the website and shortens the path to the first conversation.

The solution was also integrated with email automations and a simple lead management system, a mini CRM that gives the client control over the contact process from enquiry acquisition and follow-ups through to completion.

As a result, the configurator is no longer only a quotation tool. It actively supports sales and brings order to work with acquired leads.

UX and navigation improvements

As part of the user experience optimisation, we changed the navigation structure with particular attention to mobile devices, which generate a significant share of traffic.

A key improvement was the introduction of a bottom navigation bar, providing constant, rapid access to the website’s most important sections without returning to the main menu. This makes navigation clearer and reduces the number of steps required to complete key actions.

For users, this means a more intuitive and fluid experience. For the business, it means making better use of mobile traffic and improving the journeys that lead to contact.

Summary

The continued development of the Flooren platform demonstrates an approach in which a project does not end at launch, but evolves consistently based on data, user needs and business objectives. Instead of creating a new solution from scratch, we expanded the existing system by making use of its flexible, scalable architecture.

The changes covered both functionality – the customer area, e-Salon, configurator, automations and mini CRM – and the user experience and navigation structure. Every element was designed to simplify the user journey, reduce uncertainty and improve the quality of contact.

The result is a clearer, better organised platform that is more intuitive to use and consequently more effective as a whole. At the same time, the website remains ready for further development without requiring a rebuild.

5.0

I highly recommend Hypercon. We have been working together for a long time, and their approach, ideas and commitment are of the highest standard. After receiving our guidelines, they designed and developed the website independently.

Filip Jaruga

Flooren & Ergooak