Multiform is a Danish company that designs and sells kitchen, bathroom and wardrobe systems to customers in Denmark, Norway and Sweden through a number of franchise stores. Beyond distinctive designs and quality workmanship, what distinguishes Multiform from their competition is the fact that architects, instead of generic sales staff, man their stores.
Multiform’s previous website was just a catalogue that did not facilitate customer contact, let alone generate any leads. As Multiform puts it, earlier in their business, they “never took the web seriously.” But recently, Multiform realized that such a limited website was in fact a missed opportunity for their business. They recognized the possibilities of a brand new, modernized web presence to take their business further.
The new solution is rich in both information and images in a layout geared to inform both potential and existing customers. Everything prospective customers need to know to make an informed purchasing decision on a new kitchen or bathroom is available right on the site. The main purpose of Multiform’s new website is to get visitors to book an exploratory, face-to-face meeting with one of Multiform’s architects, and to get people to sign up for the newsletter. In other words the site is designed to generate leads. Existing customers can find operating and installation instructions right at their fingertips. High resolution, highly stylized photos also populate the fast site. The text and images reinforce each other and that’s a key component of what makes the site both appealing and informative.
Multiform’s new site had 11,000 visitors in the first month and observed a sharp increase in newsletter subscriptions and opt-ins. The next step for Multiform is to quantify how many meeting leads turn into customers. Based on Multiform’s previous experience, people who book meetings with architects are far into the decision process, because buying a kitchen or bathroom is often a lengthy process. Therefore, Multiform is expecting high conversion rates.
"The success of our site comes down to a combination of the innate properties of the Dynamicweb system as well as the level of skill and understanding of the Dynamicweb partner, who implemented our website. We would highly recommend Dynamicweb to anyone who wants a strong web presence."
— Kamilla Giandrup, Marketing and Communication Coordinator, Multiform