Visual Components
Visual Components — Impressive visuals, comprehensive analytics
What we did
Web design, technical site build, analytics
Platform
WordPress
About the customer
Visual Components designs and develops software for industrial needs. They’ve speciliazed in industrial 3D design and simulation as well as offline programming for robots.
Founded in 1999, Visual Components HQ is in Helsinki. The company employs over 130 people and operates globally with a network of more than 40 partners.
About the project
Visual Components needed a partner for brand and website refresh, for which we were selected together with the design agency 358. 358 was responsible for the brand and visual identity and MEOM brought the design to life on the website alongside the technical implementation.
Additionally, we worked together with the client to design and implement a tailored and comprehensive analytics solution for the website. The goal was to maximise the quality and quantity of actionable data collected from the site for marketing purposes.
DESIGN
Website Renewal with One Project and Two Agencies
The refresh of Visual Components’ brand and visual identity was led by the design agency 358. MEOM has collaborated with 358 on numerous projects where the brand refresh is followed by a website renewal.
During the website design phase, our designers worked closely with 358. Using their guidelines and layouts as a foundation, MEOM’s web designer shaped the visual identity into its final form for the new site.
Visual Components website is a visually impressive and extensive implementation. Their service portfolio and solutions demanded careful and detailed planning.
True to the company’s name, visuals play a significant role in presenting their solutions. The site features animations and sleek transitions that create a polished, premium impression.
tech
The Multifaceted Nature of a B2B Marketing Website
In addition to customer acquisition, Visual Components’ website serves many other purposes. Alongside service descriptions and use cases, the site includes a 3D component catalogue.
Various embedded features were created, ranging from demo videos to an interactive Webviewer for 3D visualisation. Additionally, the site integrates an extranet, academy, discussion forum, partner network connections, and more.
To better showcase all this, we created a secondary navigation alongside the main menu. For the eCatalog, which includes over 3,000 components, we designed an effective filtering tool.
analytics
Tailored Tracking for Goal-Oriented Marketing
Visual Components has multiple product families, each targeting different customer categories. Numerous HubSpot forms are used for exploring products and making inquiries.
To ensure these form submissions could also serve as goals for multichannel marketing and advertising, we implemented detailed conversion tracking for them.
This data was also integrated into Google Analytics, making it easier to process and generate actionable reports.
The marketing team also wanted to monitor site usage and product browsing in other ways to gain insights into user interests. For example, we implemented tracking for the eCatalog to identify the most clicked products. This information supports the continued development of both the website and the product catalogue.
Continuous Development
A/B Testing and New Website Projects
MEOM’s collaboration with Visual Components has continued regularly since the website launch.
Together, we implemented an A/B testing plugin for WordPress, enabling the client to validate design and content decisions.
Our support for measurement and marketing goals has also remained ongoing. Additionally, the pipeline now includes the design and implementation of a sub-site as the next project.
