Context
GPlásticos is an industrial company that uses its website as the main commercial lead generation channel, with recurring investment in paid traffic. Despite the volume of visits, results weren’t keeping up with the investment: expensive leads, conversion below potential and low efficiency of the digital channel as a commercial asset.
The project consisted of a complete strategic redesign, focused on efficiency, clarity and direct impact on business numbers.
The Problem
The core problem wasn’t traffic. It was clarity and friction.
- Unclear value proposition on first contact
- Excess technical information with no hierarchy
- Confusing journey to the commercial contact
- High cognitive effort to understand what the company did and what the next step was
This resulted in low conversion rates, high cost per lead and wasted media investment.
Solution
The solution was to reorganize the experience to facilitate decisions. The main fronts were:
- Restructured value proposition for immediate clarity
- New information hierarchy, prioritizing understanding before technical details
- Simplified flow to conversion
- Copy oriented to user intent, reducing cognitive load
- Interface designed to guide decisions, not just inform
The focus wasn’t aesthetics. It was commercial efficiency.
Technical Decisions
Development was driven by two objectives: simple navigation and real performance. Every technical decision was made with the end user’s behavior and business impact in mind.
One of the critical points was the product catalog. GPlásticos serves two distinct user profiles: new clients, who search by name or category, and recurring distributors, who already know the product color codes. To serve both, an advanced search was developed supporting both name and code, with robust logic to ensure accurate results regardless of the search term used.
A full catalog migration was also carried out, with over 300 products transferred from the previous site’s database to the new site’s CMS, preserving all information and structuring the data to facilitate ongoing management by the client.
Infrastructure
- Custom CMS with field structure optimized for the industrial catalog
- Minimal use of external dependencies, prioritizing full control over the code
- Optimization of all catalog images without perceptible quality loss
- Implementation of technical SEO best practices: semantic structure, meta tags, heading hierarchy and page speed
- Significantly superior performance compared to the previous site, even with high volumes of products and images
Results
- +20.44% increase in conversion rate
- –33% reduction in cost per lead (from R$ 15 to R$ 10)
- +667 leads/month with the same media budget
- Potential savings of ~R$ 6,667/month, or approximately R$ 80k/year, maintaining the same lead volume
The website became a measurable commercial asset, not just an institutional presence.
Developed at Proemi Studio, where I served as the technical lead on the project.
