Ecommerce CRO case study · B2B & vending
Turning technical product pages into a sales funnel
Paylando builds advanced vending machines, but their website worked like a technical catalog, asking visitors to configure machines before they understood the value. We redesigned the buying journey around the customer's decision, not the spec sheet.
Start with the $2,000 CRO AuditResults at a glance
Measurable gains in engagement and clarity
-24%
Bounce rate
+72%
Session duration
+15%
Page views
Clearer
Buying journey
The client
Meet Paylando
A leading Swedish vending machine supplier (refrigerated, freezer, and elevator machines, payment terminals, and automated retail) that helps businesses automate product sales. Technically advanced, but the website struggled to communicate value.
Industry
B2B vending machines
Location
Sweden
Audience
Complex B2B buyers
Scope
UX & CRO redesign
The challenge
A catalog, not a sales experience
Product pages led with technical specifications, connectivity options, payment terminal choices, and machine customization, all before answering the questions that actually drive a purchase: Why buy this? How does it help my business? Which machine is right for me?
The starting point
What was holding it back
- A catalog, not a funnel
- Configure before you understand
- Specs over outcomes
- Hard to compare
The work
Rebuilt around the buying decision
We restructured the site from a product catalog into a guided buying experience. Instead of leading with "Which payment terminal do you want?", every page first answered "Why should you buy this machine?"
What we shipped
Client Feedback
In the client's words
“ObjectSingle is very good at UX & CRO. They took our website and the user journey experience to a whole new level.”
Sebastian
Paylando · Vending machines, Sweden
FAQ
What this project shows
Both, in the right order. We started with a CRO audit to find where visitors got stuck, then redesigned the information architecture, product discovery, and product pages to remove that friction. The look improved, but every decision was made to help people understand, compare, and buy.
Your store could be next
Is your site a catalog or a sales tool?
If your product pages explain features but do not guide a decision, the fastest growth is usually in the buying journey, not the ad budget. Start with the $2,000 CRO audit and we will find where yours leaks.
Book your CRO Audit, $2,000Explore the Growth Retainer