+45% higher order value at Jan de Isolatieman
- higher average order value
- +45
- More complete shopping carts
- Increased revenue
About Jan de Isolatieman
Jan de Isolatieman offers solutions for virtually every insulation project. From roofs and façades to floors and crawl spaces, the assortment includes everything needed to properly insulate a home or commercial building. The focus goes beyond insulation materials alone. Customers can also find related products such as fastening materials, paneling, and roofing supplies. This allows them to plan and complete their entire project in one place.
Jan de Isolatieman serves both private and professional customers and has been a trusted name among contractors and DIY builders in the Netherlands and Belgium for many years. From its office in Oss, a dedicated team works every day toward a single goal: making insulation materials accessible for every budget, with a strong focus on sustainability, energy savings, and comfort.
Primary marketing goal
To help visitors choose the right insulation foil and quickly select the correct products for a complete order.
What do I need for my insulation project?
The challenge
The wide assortment offered by Jan de Isolatieman is a clear strength, but online that breadth also creates complexity. Where an expert can immediately see which materials belong together, visitors are often faced with a large number of options, multiple brands, and technical product filters.
When it comes to insulation, choosing the wrong component, or forgetting a necessary one, can significantly impact the final result.
For many visitors, insulation is not something they deal with on a daily basis. They know what they want to do, such as building a wall or insulating a room, but not how to get there. They are working on a project and are looking for the right products to complete it.
During their orientation, they quickly run into questions like:
- Which materials do I need?
- How much of each material do I need?
- Which products belong together and fit my project?
On the website, this often meant visitors moved between individual product pages, tried to make sense of technical information, and calculated quantities on their own.
That uncertainty leads to hesitation. Visitors postpone their purchase, drop off, or place an order while still wondering: Do I really have everything I need? Even at checkout, that doubt can remain.
The key question for Jan de Isolatieman became: how can we help visitors quickly make the right choice, so they immediately find the product (or product bundle) that fits their project? And how do we ensure customers place a complete order, so they can carry out the job themselves without realizing halfway through that essential materials are missing?
Reliable and controlled advice through guided selling
The solution
Together with Qonfi, Jan de Isolatieman implemented guided selling. This approach walks visitors step by step through the buying process, translating technical product specifications into practical, easy-to-understand applications. The result is personalized, controlled product advice tailored to each visitor’s specific project.
Instead of navigating filters or browsing long product lists, visitors start a short guided tool. It doesn’t ask technical questions, it follows the way customers naturally think about their project:
- What type of wall are you building?
- What are the dimensions?
- Which material are you looking for?
With every question, the different answer options are clearly explained. This helps visitors understand the pros and cons of each choice and why it matters for their project.
Behind the scenes, the work is done automatically. Based on the answers:
- the right products are selected
- the correct quantities are calculated
- matching materials are combined into one solution
“It’s great to see how Qonfi helps us make complex choices simple for our customers. On to many more guided selling tools.” - Bibianne van Roosmalen, Marketing Manager at Jan de Isolatieman
From individual products to one complete, recommended package
Imagine a visitor wants to build a wall in the attic. They arrive on a category page with wall insulation and profiles. As they scroll, they see metal stud profiles in different lengths and thicknesses. C50, C75, 2600 mm, 3000 mm. Technically, everything makes sense, but one question remains: what do I actually need to build this wall from start to finish?
Between the products, a clear prompt appears:
“What do you need to build a wall? Start the guided selling tool.”
Instead of filtering and calculating on your own, you start a short flow that guides you step by step through the project you want to complete. It does not start from products, but from your specific situation.
First, the basics are set. What kind of wall do you want to build, and what are your preferences for insulation and materials? Next, you enter the dimensions, including the length and height of the wall. Based on that, the tool factors in how much material will be needed.
Then it becomes more specific. You choose:
- which metal stud thickness you want to use
- which material you want to finish the wall with
- which drywall width fits that choice
- whether you want to single or double layer the wall
Each choice builds logically on the previous one. The different options are explained along the way, so users understand what they are choosing and why. The options shown are always aligned with what was entered earlier in the flow.
With one click, the complete package can be added to the shopping cart.
Controlled and reliable advice: one complete package
At the end of the flow, visitors don’t see a list of loose suggestions, but a clear overview: “These are the products and quantities you need.”
They can see exactly what’s included in the package:
- metal stud profiles, calculated based on the wall dimensions
- drywall panels in the correct size and quantity
- insulation material matched to the selected preferences
- screws, filler, and finishing materials
- optional tools such as an insulation knife or spatula, if selected
For each product, it’s clear why it’s included. Not in technical terms, but in practical ones: suitable for this type of wall, calculated for these dimensions, and aligned with the chosen finish. This makes it immediately clear that the package is not a random bundle, but a complete and well thought-out solution.
Ready for on-site personalization and follow-up
The guided selling flow doesn’t stop once the package is shown. Throughout the process, visitors consciously share information such as what they are insulating, the size of the project, and the choices they make in materials and finishing.
At the end of the flow, visitors can choose to receive the result by email. At that moment, their email address is linked to the selections they made. For the user, this feels like a natural step, a practical way to keep an overview of their project and the recommended package.
This gives Jan de Isolatieman the opportunity to follow up with visitors by email in a way that fits the project they want to complete. For example:
- a clear overview of the selected package in the inbox
- additional explanations or tips related to the chosen insulation type
- suggestions for products that complement the selected materials
- a reminder if the package has not yet been ordered
Because it’s clear what a visitor is working on, communication can stay personal without requiring manual effort. For Jan de Isolatieman, this creates a structured way to guide visitors even after their first visit to the website.
Deeper insights through zero-party data
The same zero-party data can also be used more broadly. It provides insight into:
- which insulation projects occur most often
- which materials and combinations are frequently chosen
- where visitors drop off or move forward
These insights can be connected to tools such as GA4, an ESP, or a CDP. They can also be used to better align content, category pages, or promotions with visitor preferences. This becomes the foundation for further personalization and marketing automation, such as:
- website content that reflects previously selected preferences
- email campaigns segmented by project type or material choice
- targeted recommendations during a future visit
Results
- +45% higher average order value
- Increased revenue
- Fewer customer inquiries
- More complete shopping carts
