Client Story · FUTEK
Turning a complex buying journey into a driver of growth.
FUTEK has a highly technical product catalog, and buying the right product can involve several decisions along the way. FUTEK worked with Luminos Labs to make that process easier for customers, while creating a digital experience that could better support the company's growth.
The Business Need
Growth Required a More Customer-Centric Digital Experience
FUTEK sells precision sensors and measurement solutions across aerospace, medical, robotics, automotive, and industrial markets. Its customers are highly technical, but they don't always come to the website knowing exactly which product they need.
The experience had evolved around people who already knew FUTEK's catalog well. As the business looked toward continued growth, FUTEK wanted to better support customers coming to the site independently, including those who knew their application but needed help finding the right solution.
That challenge was compounded by the products themselves. A sensor is often one part of a larger package, and customers may also need an instrument, cable, accessories, calibration, or other components, all with specific technical requirements and compatibility considerations.
FUTEK already had tools to support this process. The opportunity was to make the overall journey easier to navigate, from finding the right product through configuring and purchasing it.
The Existing Platform Was Making It Harder to Keep Up
FUTEK's homegrown CMS had also become difficult to extend. Business teams had limited control over content, and many changes required development support.
FUTEK needed more flexibility while continuing to work with the ERP/PLM, product data, and ecommerce processes already supporting the business.
The Approach
Creating a Digital Foundation That Could Support Growth
FUTEK and Luminos moved the experience from its homegrown CMS to Optimizely CMS 12 using a headless architecture.
The approach kept FUTEK's ERP/PLM as the source of truth for product data and its existing ecommerce engine in place for orders. Luminos built the synchronization needed to bring product information, specifications, inventory, imagery, and technical documentation into the new experience.
This gave FUTEK a more flexible foundation without introducing another place to maintain thousands of technical products.
Designing Around How Customers Actually Buy
The redesign focused on customers who understand what they're trying to accomplish but may not know FUTEK's catalog inside and out.
The team looked at how those customers find a product, evaluate their options, configure a solution, and ultimately make a purchase. Navigation, product information, and the configuration experience were redesigned around making those decisions easier.
Making It Easier for Customers to Find and Build the Right Solution
Previously, customers could start with a large product-family table, compare technical attributes, identify a product, and then move into a separate configurator.
The new experience brings those steps together. Customers can land directly on a product page, review specifications, documentation, imagery, and pricing, and begin configuring the product from the same place.
As selections are made, available attributes dynamically narrow based on what is compatible, helping customers get to the right product without having to work through every possible option.
Once the primary product is selected, the configurator helps customers determine what else they may need. Compatible instruments, cables, accessories, and applicable services can be surfaced as part of the package, and experienced customers can adjust those selections based on what they already have or know they need.
This gives customers more guidance where it's useful while keeping the process efficient for buyers who already know the products.
Giving Customers More Ways to Buy, and FUTEK More Control
Customers can take the configuration through checkout independently or request a quote when they need help from FUTEK's sales or application engineering teams. That gives customers more flexibility in how they purchase and allows more standard transactions to move through the digital channel.
Optimizely also gives FUTEK's business teams more control over day-to-day content, while its developers have a more flexible platform to continue building on. The solution was built with FUTEK's long-term ownership in mind, giving its internal team more control over how the experience evolves.
The Outcome
Independent Digital Purchasing Accelerated
Before launch, for every $1 in sales-assisted orders, FUTEK generated approximately $2.41 through independent web orders. Beginning roughly two months after launch, that increased to approximately $4.10 in web orders for every $1 in sales-assisted orders and has consistently remained around that level throughout 2026.
That shift shows more customers are completing purchases independently through FUTEK's digital channel.
Self-Service Growth Extended to the Broader Business
Quote volume has remained relatively steady at approximately 40–60 quotes per month, even as independent web purchasing has grown. FUTEK continues to support customers who need its sales and application engineering expertise while giving more customers a path to complete purchases on their own.
That growth has extended beyond self-service: FUTEK has broken its previous monthly total-sales record five times in 2026. While several factors contribute to overall sales performance, the digital data shows a sustained shift toward independent web purchasing since the new experience launched.
Making Complex Products Easier to Buy Creates Room to Grow
FUTEK made it easier for customers to research technical products, understand what works together, configure a complete solution, and purchase in the way that makes sense for them.
More customers are completing that journey independently, FUTEK's sales-assisted channel remains active, and the business has a more flexible platform to continue building on.
Could your digital experience be doing more to support growth?
Luminos Labs helps B2B manufacturers make complex products easier to research, configure, and buy while building digital experiences that can grow with the business.
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