LEXINGTON, KY ¾ Phase Two of Florida Tile’s website overhaul is now complete, featuring upgrades tailored largely by input from focus groups representing the brand’s buying groups: consumers, retailers, architects, designers and the company’s distributors.

  The expanded site also offers free, direct, on-line Florida Tile sample ordering for design professionals.

  According to Marketing Director Sean Cilona, “There were actually two parts to this phase. First, we focused on how to take each audience deeper into the kind of content they want and to make that even-richer content fast and easy to access.”

  “The second part, was technical,” he added. “We did extensive research into search engine analytics to determine how the majority of visitors were using our site. From there, we were able to improve our navigation and create a single-step process to get users immediately to the products they are looking for. One of the best parts is that to make it as customer friendly as possible we made sure NO sign up-or sign-in is required.”

  Essentially, he says, the site is built from a customer’s perspective. “We laid out the entire product catalog on the home page. For the trade we created separate sub-sites, adding more details with user-specific information pertinent to dealers, contractors, architects and designers,” Cilona explained.

  “Then, to make this site an immediate reference point, we added a feature allowing visitors to bookmark specific tiles or their favorite series. When done they can go back and print everything they’ve looked at,” he added.

  Cilona said, “Because samples are so critical in this business, we set up a website process for design professionals to order samples from us to be shipped directly to their office with no charge to them. Plus, they have access to our 24/7 order and inventory system.”

  The site also provides instant access to Florida Tile’s proprietary ecoScorecard access to measure LEED points and other building programs Florida Tile products support, as well as a video gallery of all product launch videos.

     For more information, visit www.floridatile.com