Springfield
Ecommerce UX & Lead Generation Overhaul

We helped Springfield, a leader in educational furniture for schools and nurseries, connect lead generation and ecommerce in one powerful custom WordPress + WooCommerce site.

The result? A seamless quote-to-sale process, real-time HubSpot tracking — and a 425% increase in qualified enquiries.

Design

WooCommerce

Framework

The Challenge

Despite being a sector leader in educational furniture, Springfield’s website wasn’t reflecting their market position or supporting their dual goals of generating high-value leads and enabling seamless ecommerce. Key challenges included:

Disconnected quoting process: Enquiry forms weren’t linked with marketing or sales insights, making it hard to track lead quality or follow up effectively.
Fragmented user experience: Schools, MATs, and procurement teams struggled with a site that didn’t clearly support their specific buying journeys.
Underperforming lead gen: A lack of unified workflows meant potential opportunities were slipping through the cracks.

The Solution

To bring together Springfield’s ecommerce and lead generation efforts, we designed and developed a custom WordPress website with WooCommerce at its core — creating a unified, conversion-driven platform.

Key improvements included:

Integrated HubSpot CRM: Connected the quote system directly to HubSpot, enabling lead value tracking and proactive sales follow-up.
Unified Quote System: Merged ecommerce and lead gen flows so users could seamlessly request quotes or move toward purchase-ready leads.
Optimised UX & Messaging: Restructured site navigation and crafted clear messaging to support schools, MATs, and procurement teams with tailored journeys.
Performance-First Design: Streamlined layouts and improved usability to boost engagement and reduce friction across the site.

💡 The impact: Springfield gained a fully connected digital sales pipeline — making it easier to capture, track, and convert valuable opportunities at scale.

The Outputs

425% Increase in Qualified Enquiries — Within just 4 months, Springfield saw a dramatic uplift in enquiries, driven by their new integrated lead gen flows.
Smarter Lead Tracking — The new quote system captures and tracks lead value in HubSpot, giving Springfield complete visibility on sales potential.
Higher Conversion Rates — Significant increase in online quote conversions and payment-ready leads.
Engagement Wins — Bounce rate reduced by 29% and average session time doubled, proving the impact of UX-led improvements.

Free Discovery Call to Improve Traffic & Conversions

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