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1,025% increase in leads for StoneCycling's sustainable building materials

Architecture & materials
Services provided

StoneCycling has shaken up the construction industry with their innovative WasteBasedBrick. This brick is not only sustainably produced with low CO2 emissions and upcycled construction waste, but it’s also aesthetically appealing. It didn’t take long for this brick to be applied in projects from Amsterdam to New York.

The Challenge

Unlike most manufacturers, who utilize traditional distribution channels, StoneCycling focuses on their website as the primary sales channel. The previous website had its limitations, so it was time for a rebranding and a new site. This approach has paid off: the number of sample requests increased by a staggering 1025% in just six months.

The Solution

For anyone navigating through the website, it’s evident: the impact of both products and projects is visible everywhere. Creating impact is at the core of everything StoneCycling does, and it’s something to be proud of. StoneCycling is on a mission to accelerate the development and (re)use of sustainable building materials, and they ensure that it’s communicated in a transparent manner.

Upsides & Highlights
1,025% more sample requests in 6 months after launch
25% decrease in the Bounce Rate
76% increase in the average session duration
129% more organic visitors 6 months after launch

In collaboration with Ape to Zebra (who provided the new branding) and Nina van Bart (responsible for the art direction), we have created an innovative website design. This earned us an ‘Honourable Mention’ from the renowned design platform Awwwards. A unique feature of the StoneCycling website is that each product page has its own color palette. This palette is automatically generated by simply setting a base color.

More call-to-actions, fewer questions

Although the main purpose of the website is to generate more qualified sales leads, it was necessary to put a brake on this. The sales team received more requests than they could handle. Not a bad sign you might say. But in practice, most leads turned out to either not be qualified or ask basic questions that can also be found on the website.
By proactively answering questions and streamlining call-to-actions, the number of unnecessary questions decreased by 80%.