A scalable, data-driven sales configurator — redesigned from scratch on Elfsquad
Single-page configurator — product customization on one side, live visualization on the other
Coverseal, a leading provider of custom pool enclosure solutions, wanted to modernize its digital sales experience and strengthen its premium brand positioning.
While an earlier configurator already existed, the experience no longer matched the company’s expectations for usability, visual quality, and scalability. The user journey was fragmented across multiple steps and screens, creating friction during the configuration process and limiting insight into user behavior.
the.good.code; designed and developed a completely redesigned configurator frontend, powered by Elfsquad for product logic and pricing. In addition to improving the user experience, the project established a strong tracking and analytics foundation to better understand lead quality and customer interactions.
The result is a scalable and data-driven sales platform that improves customer experience, increases lead quality, and gives Coverseal deeper visibility into its digital sales funnel.
Business challenge
Before the project, Coverseal was already using a configurator, but several limitations prevented it from delivering the premium experience the company wanted to offer:
- →fragmented user journey across multiple screens
- →limited visual impact and less intuitive interaction
- →reduced transparency during the quotation process
- →limited insight into user behavior and lead sources
- →difficulty identifying friction points and optimizing the funnel
- →inconsistent experience across devices and markets
The existing setup was functional, but it lacked the usability, flexibility, and analytical capabilities needed to support further growth and optimization.
Solution overview
the.good.code; built a completely redesigned configurator experience from scratch while leveraging Elfsquad for product logic and pricing calculations.
The focus of the project was not only on configuration functionality, but also on creating a seamless and measurable digital sales experience.
Key elements of the solution
Custom frontend configurator
- →fully redesigned premium user interface aligned with the Coverseal brand
- →responsive experience optimized for desktop and mobile devices
- →single-page configurator experience — product customization on one side, live visualization on the other
- →real-time feedback during configuration for a more intuitive user journey
Integration with Elfsquad
- →handling complex product logic and pricing
- →real-time validation of configurations
- →direct pricing visibility within the configurator
Advanced tracking & analytics foundation
- →tracking of user behavior throughout the configurator journey
- →lead attribution and source tracking
- →identification of friction points and drop-off areas
- →structured DataLayer implementation for analytics and marketing tools
Quotation & PDF generation
- →automated generation of customer-ready quotations and PDFs
- →improved transparency for customers during the buying process
Multi-language & integration readiness
- →support for multiple markets and languages
- →prepared for CRM systems, automation platforms, and future integrations
Operational improvements
The new configurator significantly improved both usability and sales efficiency:
- →smoother and more engaging user journey
- →reduced perceived complexity during configuration
- →improved visibility into customer interactions and lead quality
- →easier optimization of marketing and sales processes through data insights
- →higher transparency through integrated pricing information
- →reduced time spent by sales teams on unqualified requests
Instead of generating large volumes of low-quality inquiries, the configurator now helps attract and qualify more relevant leads earlier in the sales process.
Strategic impact
The configurator evolved from a simple configuration tool into a strategic digital sales and marketing platform.
Key business outcomes include:
- →stronger premium brand perception
- →higher quality leads through improved UX and pricing transparency
- →better understanding of user behavior and customer intent
- →data-driven optimization of the digital sales funnel
- →scalable foundation for international growth and future automation
Although the total number of leads slightly decreased, the overall lead quality improved significantly. Customers now enter the sales process with a clearer understanding of the product, configuration possibilities, and expected budget — allowing the sales team to focus more effectively on high-potential opportunities.
Today, the configurator serves as a central component of Coverseal’s digital sales strategy, combining customer experience, sales efficiency, and actionable business insights in a single platform.
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