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A premium decking brand with no online checkout. We helped turn long, research-heavy buying journeys into sample orders, source book requests, and qualified dealer connections.
The brand
TimberTech makes premium composite decking and railing, sold through a national network of dealers and installed by contractors. Nobody buys a deck in a single click. People research collections for weeks, compare materials and finishes, weigh how a product will hold up in their climate, and only then reach out to a local pro to make it real.
When TimberTech came to Surefoot, the site was great at inspiring. It was less good at helping people act on that inspiration. Visitors arrived with a real project in mind and left without ordering a sample, requesting a source book, or connecting with a dealer. The brand also wanted to grow without leaning harder on pushy lead tactics: the goal was to guide serious buyers, not pressure casual ones.
The impact
The Starter Kit toaster looks trivial: a small nudge offering a free sample kit. The discipline was making it helpful, not annoying, so we made it dismissible and A/B tested it instead of assuming. It lifted sample orders sharply, especially on mobile. It worked so well that almost everyone grabbed the same best-seller kit, so the follow-up added color choice to the toaster and confirmed we could spread demand without losing a single order.
The challenge
Decking is expensive and meant to last decades, so people research carefully and want to get the choice right.
TimberTech doesn't sell online. Every conversion is a softer step: a sample order, a source book, a cost estimate, or connecting with a local dealer or contractor.
In a long research phase, it was not obvious that visitors could order a free sample kit at all, and the few who did defaulted to a single best-seller option.
Most visitors arrived on mobile, where the path to TimberTech's lead-capture tools had the most friction and the most room to improve.
The approach
Added a small, dismissible Starter Kit toaster to the sample and decking pages, putting a free sample kit one tap away at the moment someone was weighing materials. We tested how it appeared, popping on up-scroll versus after a two-second pause, and the gentler timing won.
The toaster worked so well that orders piled onto a single best-seller kit. So the follow-up added color-swatch selection to the toaster, letting shoppers choose a finish, and confirmed the change spread demand without costing a single order.
Navigation and contractor-forms research set clearer expectations for what happens after someone reaches out, addressing feedback that leads were not expecting their calls.
What we learned
The toaster was a basic, low-effort test, and it drove one of the program's largest, statistically significant lifts in sample orders.
The same toaster, shown two different ways, produced materially different results. The version that appeared after a short pause beat the one tied to scrolling.
A test that works can concentrate demand in a way you did not plan for. The discipline is to follow up: we added color choice and kept every bit of the gain.
The results
Rather than pushing harder for leads, the program made it easier for serious shoppers to take the next step. The clearest proof was a small, dismissible Starter Kit toaster on the sample and decking pages: it drove a statistically significant lift in free sample-kit orders, far larger on mobile than desktop, by putting a kit one tap away while someone was still weighing materials. It worked so well that orders concentrated on a single best-seller kit, so the follow-up added color-swatch selection to the toaster, spreading demand across finishes without giving back any of the gain. Over more than two years, wins like these did more than add leads. They built TimberTech's confidence in testing to the point that the program could move past running experiments for them.
The takeaway
More than two years of tested wins added up to something better than a lead count: a testing practice TimberTech now runs in-house.
Frequently asked
A high-traffic site with engaged visitors that was not turning research-phase interest into orders and qualified dealer connections, and the team wanted to grow without leaning on pushier lead tactics.
Conversion rate optimization, lead generation, user research, and data analysis.
The focus shifts from a transaction to the handoff. Every test targets the moments that build enough confidence for a visitor to order a sample, request a source book, or reach out to a dealer.
High-consideration brands usually see the biggest early gains by making lead-capture tools easy to find and act on, especially on mobile.
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