B2B Website Optimization

Columbus McKinnon (CMCO) is a global leader in intelligent motion solutions, with 19 brands worldwide. From conveyors, to rail, to cranes and beyond, CMCO provides the mechanisms that help customers get things from here to there! To stay competitive and support continued growth, CMCO needed to make it easier for customers to explore and analyze products on its website.  

Columbus McKinnon partnered with Reingold to reimagine its more than 1,000 product webpages so that customers could better find the right products to suit their needs. 

To improve the user experience for customers and, ultimately, to increase conversions, Reingold optimized the design and management of key product pages.  

First, we redesigned the product listing and product detail page templates to streamline product discovery, reduce buyer friction, and enhance filtering for CMCO’s extensive catalog. The new designs feature intuitive navigation and enhanced filtering capabilities. 

Next, we developed a scalable content management approach to handle thousands of product pages, ensuring consistent performance and visual coherence across all manufacturing categories. This unified template eliminated previous regional inconsistencies, creating a cohesive brand experience both for immediate launch and for future catalog expansion. 

Our work resulted in a site that is significantly more user friendly and easier to manage, with a more consistent look and feel:

• Improved user engagement. Users now experience faster product discovery with simplified access to specifications, configuration options, relevant documents, and an enhanced product gallery featuring 3D imagery.
• Cross-device optimization. A responsive design ensures consistent functionality and experience across all devices — with a particular focus on mobile optimization, where buyers increasingly conduct product research.
• Scalable template framework. Robust product page templates with reusable components maintain consistent performance and user experiences across CMCO’s extensive product catalog and all sales regions.
• Streamlined content management. The new template structure supports efficient content updates and product information management, reducing time-to-market for future product launches and catalog expansions.