Growth-Driven Design: Phase 1 Technology
Phase 1 Technology
Distributor of Machine Vision Cameras & Components
Partnership Since: 1998
Phase 1 Technology Growth-Driven Design Assists Business Expansion
Amplify uses a GDD approach to generate leads for a machine vision distributor at a critical juncture in their company’s growth
Phase 1 Technology (P1T), an Amplify client since 1996, recently needed to update their website as their rapid growth in product offerings had become unwieldy in the current structure of their website. Our client wanted a simpler navigation that facilitated easier searches for particular products to improve lead generation.
Challenge: Extensive Product Catalog Overwhelming Potential Buyers
P1T has an extensive range of products spanning the entire spectrum of vision and machine vision components. This alone makes it difficult to present hundreds of products in an intuitive manner, but the matter is complicated by the fact that users may search for a product by compatibility, manufacturer, type of technology or by application. Our long-time client needed a sophisticated, time-consuming website redevelopment project to accomplish all of this. Time was not a luxury they could afford, as all the while they were amassing inventory – they take pride in having the largest on-hand inventory in the industry – but website visitors weren’t converting at expected rates because the site had grown to be complex and off-putting.
Solution: Strategic Phased Approach Maximizes ROI
We leveraged a growth-driven design (GDD) approach to tackle the website project. This way, one small rebrand and redesign could be implemented initially, and from there the most important product sections could be added one by one – drastically reducing the amount of time it took to go live with new usability features, while also spreading out the costs of a new website over time.
Product pages were prioritized by our client’s own internal sales figures and business strategy to ensure the most profitable, in-demand products were featured first. When this knowledge was gathered, a new navigation and site architecture was developed, accounting for not only all machine vision products, but also large sections of multi-media content and vertical-specific pages that had been built for strategic lead generation.
Historical data on web performance and user behavioral tracking were consolidated to inform the design, functionality and content of the first few product sections. While these were built, the rest of the product types were given their own simple web page – a perfectly acceptable short-term solution to drive inbound calls until time, budget, and resources allowed a more functional, navigable website section.
Upon launching the first few product sections, analytics, behavior tracking, and attribution models were layered into the pages to provide detailed insight into performance. This created invaluable visibility into website user conversion behavior. This informed ongoing optimization of these pages, as well as the design and functionality of the following product sections, until their own data could be aggregated for optimization.
Results: Enhanced Lead Generation During Critical Growth Phase
Over time, our client received the sophisticated, time-consuming website redevelopment project they needed. It was completed in a time- and budget-friendly manner, driven by historical data, that prioritized their business needs and generated leads when they needed them most.
In a GDD approach, however, optimization never stops because analytics and user behavior data continuously uncover areas for improvement. As points for optimization were identified, and new products and technology were added to the site, further usability and design enhancements were made to continue improving lead generation.
We continue to work with P1T on an ongoing integrated marketing campaign with GDD methodology at the heart of the approach.
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Joe DeMicco and his company have been a valued part of Phase 1 Technology Corp.’s business development and marketing team since early 1996. His ability to conceptualize the big picture (and the so-easily-overlooked minutiae that lead up to the big picture) has helped my company to grow over the past fifteen years as well as avert potential roadblocks.
Joe was the first to introduce us to the importance of search engines and search engine optimization, and continues to help us obtain top rankings in the very competitive world of industrial vision solutions. Ranking favorably for our principle products, it is through Joe’s persistent and knowledgeable guidance that we are able to enjoy revenue-generating leads to our website(s). Joe and his team are an invaluable support to our team. They know and respect our organization and how we operate. We are able to rely on the great ideas offered because they are supported by thorough research and often proven results too.
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Case Studies
Quantifiable Results That Drive Industrial Growth
See how our integrated marketing system delivers measurable lead generation and revenue growth for manufacturing and B2B companies across diverse industrial sectors.
Total Fire Protection (TFP), a leader in fire and life safety services, sought to modernize its online presence and enhance lead generation in specific geographic areas and industries.
Phase 1 Technology, a vertically-integrated distributor of custom industrial vision systems, has been a client of Amplify’s since 1996. Today, Phase 1 Technology is a leading distributor of vision and machine vision systems components in North America.
Kids for Kids Foundation, a nonprofit established in 2008, focuses on supporting children and families battling catastrophic diseases. Since 2018, Amplify has collaborated with them, aiming to enhance their digital footprint and engage a broader community.
Kawasaki Robotics is leading supplier of industrial robots and automation systems. When they contacted Amplify, their web presence did not effectively showcase their robotic products – their robots solve specific needs in niche industries, but this was not properly communicated on their website.
The Thyroid Cancer Care Collaboration (TCCC) application, recently launched by Amplify and the Thyroid Head and Neck Cancer (THANC) Foundation, was built with the goal of improving the overall level of care for thyroid cancers and, eventually, helping to find a cure for thyroid cancer.
As Granite City Electric Supply, a leader in the electrical supply industry for a century, approached their 100th anniversary, the decision to revitalize their digital presence marked the beginning of a significant transformation.
TRU-Vu Monitors, renowned for their industrial monitors and touch screens, faced a challenge: they needed a new website to showcase their extensive product range and a backend application that was easy for staff to manage.
Genesis Systems Group is a recognized leader in robotic integration for factory automation. They approached Amplify with an online presence that did not reflect their position as a major player in the global robotic integration market. Genesis’ existing website was not supplying the volume of leads they desired.
Donnelly Mechanical is New York City’s premier provider of commercial HVAC and energy services. They reached out to Amplify at a time when their service offerings and customer base had expanded greatly, but their digital presence had not kept up with their expansion.