Turning technical product pages into a sales funnel
Paylando builds advanced vending machines, but their website worked like a product 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.
Engagement impact
-24%
Bounce rate
+72%
Session duration
+15%
Page views
Overview
Great at building products, not at selling them
Paylando is a leading Swedish vending machine supplier (refrigerated, freezer, and elevator machines, payment terminals, and automated retail) that helps businesses automate product sales.
Their products were technically advanced, but the website struggled to communicate value and guide visitors toward a purchase. As the client put it: "We are great at technology but not marketing." Our brief was simple: turn technical product pages into conversion-focused sales funnels.
Client at a glance
- B2B ecommerce · vending machines
- Sweden
- Audience: complex B2B buyers
- Refrigerated, freezer & elevator machines, payment terminals
What we delivered
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?
A catalog, not a funnel
Category pages behaved like product listings rather than a guided buying experience, so visitors had to do the work of figuring out what fit.
Configure before you understand
Users were asked to choose terminals, connectivity, and branding before they understood whether the machine was right for them.
Specs over outcomes
Pages prioritized technical detail over business outcomes, with weak product storytelling and positioning.
Hard to compare
Visitors struggled to compare machines and understand the differences between models, and the payment terminals had no real sales journey.
Research & CRO Audit
We mapped every obstacle to purchase
Before redesigning anything, we ran a full UX and CRO audit across product discovery paths, page structure, navigation, the buying flow, and conversion friction points. Five findings shaped the work.
The CRO roadmap
The Redesign
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?"
Information architecture
Rebuilt product listings, detail pages, navigation, categorization, and the comparison experience so the site guides rather than lists.
Product discovery
Redesigned the category experience around one question, "Which machine is right for my business?", using differentiation, use cases, and feature comparisons.
Product page transformation
Moved pages from Specifications → Configuration → Purchase to Problem → Solution → Benefits → Trust → Purchase, with positioning, use cases, comparisons, and clear CTAs.
Payment terminal ecosystem
Reframed terminals from technical add-ons into customer-need pages: use cases, connectivity, benefits, industry applications, and comparisons.
Purchase-flow optimization
Changed the journey from Product → Configuration → Purchase to Discover → Learn → Compare → Configure → Purchase, cutting cognitive overload.
Product messaging
Repositioned features (all-metal build, heated double-layer glass, touchscreen, contactless payments) around business outcomes, not just specs.
Event-driven and orchestrated in the cloud: every step independently observable, retryable, and parallel.
Results
Measurable gains in engagement and clarity
Following implementation, Paylando saw clear improvements across engagement, with a smoother path from interest to purchase.
Visitors stayed and engaged instead of leaving early.
Stronger storytelling kept buyers exploring the right machines.
Better discovery encouraged people to compare more models.
Improved discovery, navigation flow, and product understanding throughout.
Client Feedback
“ObjectSingle is very good at UX & CRO. They took our website and the user journey experience to a whole new level.”
Paylando
Vending machines, Sweden
Common Questions
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.
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. Let's find where yours leaks.