How Afbouwbaas increases conversion by guiding visitors to complete product bundles
- More and complete orders
- Complete product bundles added to cart in one go
- Higher average order value through complete and accurate bundles
About Afbouwbaas
Afbouwbaas.nl specializes in products for finishing and floor preparation. From leveling compounds and primers to adhesives, mortars, and sealants, the assortment includes everything needed to complete flooring and finishing projects properly.
The webshop serves both professionals and construction companies, as well as DIY customers who want to get the job done right in one go.
In recent years, the company has grown significantly and continues to expand its assortment, with the goal of offering a broad and up-to-date range for different finishing applications. By combining multiple product types and use cases in one webshop, customers can put together their entire project in one place.
Primary marketing goal
Increasing conversion and driving complete orders by guiding visitors toward full product bundles.
Choosing without context
The challenge
Floor leveling is not an everyday task for most visitors. They know what they want to achieve, creating a smooth, level floor, but not always how to get there or which products to choose.
During their search, they quickly run into questions such as:
- Which leveling compound is suitable for my surface?
- Do I need a primer?
- And how many bags do I actually need for my floor?
On the website, this means visitors move between individual product pages, try to interpret technical information, and manually calculate how much material is required.
There’s always a risk of ordering too little, choosing the wrong product, or forgetting something essential for the job.
This leads to doubt and incomplete orders. Visitors postpone their purchase, drop off, or place an order with uncertainty: is this correct?
Guiding step by step
The solution
Together with Qonfi, Afbouwbaas implemented guided selling to simplify and structure the decision-making process.
Instead of searching through products, visitors start a short guided flow. This flow is not based on product names or technical terminology, but on the user’s situation.
The entry question is simple and recognizable:
“How much leveling compound do I need?”
From individual products to one complete product bundle
The guided selling tool starts with the basics: what surface are you working on?
Visitors select visually from options such as sand-cement, concrete, tiles, or anhydrite.
Next, they answer a few practical questions:
- how many square meters need to be leveled
- what layer thickness is required
- whether the application is indoor or outdoor
Each step builds on the previous one. Visitors only see options that logically match their earlier answers. There are no unnecessary choices and no technical decisions they need to figure out on their own.
Based on the selected inputs, the system automatically calculates and recommends the right products and quantities.
At the same time, visitors see a clear cost overview, including subtotal, VAT, and total price. This transparency removes surprises at checkout.
With a single click, the complete product bundle can be added to the cart.
Insight from the decision process
Zero-party data
During the guided selling flow, visitors consciously provide information about their project, such as:
- the type of surface
- the number of square meters
- the required layer thickness
- the application (e.g., indoor)
This information forms valuable zero-party data. It gives Afbouwbaas insight into which use cases are most common, which surfaces are frequently selected, and which product combinations are most often recommended.
These insights go beyond individual recommendations. By analyzing common situations and combinations, Afbouwbaas can identify patterns and act on them.
For example, they can create standardized product bundles for frequently occurring scenarios, such as typical floor types or popular surface conditions, based on real customer input rather than assumptions.
Results
By removing the need for visitors to calculate and combine products themselves, the ordering process becomes easier and more reliable.
Instead of purchasing individual items, visitors are more likely to choose a complete bundle that fits their project.
This results in:
- more conversions
- higher average order value
- less hesitation during the buying process
- fewer incorrect or incomplete orders
- purchases that better match the actual project
For Afbouwbaas, this marks a clear shift from selling individual products to offering well-structured product bundles, creating more confidence for visitors and a better overall buying experience.
