LANCASTER, PA.—In the same way that peanut butter enhances chocolate, Armstrong’s revamped website compliments its new products and displays. Two years in the making, Armstrong turned to its customers to learn what they wanted to see, said Richard Milliron, director of emarketing. “Consumers said shopping for flooring on the web was difficult, and retailers wanted a website that would educate and inspire users to get them higher, qualified leads.”
To tailor the experience to each visitor, the site personalizes content with a geolocator, meaning as you go to the website, it knows where the visitor comes from via an IP address.
Designed for horizontal entry, such as a long-tailed Google search, the site is divided into four areas: inspiration and design, education, product catalog and DIY. Inspiration and design is found in the Flooring Ideas tab that features flooring galleries with images that are expandable to full screen; room scenes from publications she may like; design tips and trends, and an option to design a room herself. The idea behind this is that saving a retrievable project with Armstrong flooring helps the retailer sell, Milliron said.
Flooring 101, the education section, shows the consumer how to shop for a floor. “She does this once every five years and it is an expensive purchase, with which she is not very comfort- able. There are not many places she can go for information,”
Milliron said. With video tutorials that cover the entire buying process, from floor types to installation, Armstrong’s website sends more qualified shoppers to the retailer.
Flooring Products separates by floor type, color and look, offering the shopper an avenue along which she is most comfortable. It covers every part of the purchase, from installation information, trims and molding, floor care and warranties. Finally, the DIY section has a skill assessment area to help the shopper determine whether he or she is comfortable taking on such an extensive project.
“The site is really a lead-generation machine,” Milliron said. With the purchase of the new display, dealers automatically achieve preferred partner status which improves their search engine ranking, bringing more visitors to his site and, ultimately, into his store. “Our website attracts more unique visitors than any in the industry and since it’s initial launch in late October, we have been achieving our targets.”
-Emily Hooper