Meet CTN
CTN manufactures recovery and wellness equipment for health professionals and wellness enthusiasts. Their product lineup includes cryotherapy, muscle stimulation, red light therapy, and oxygen therapy solutions. They serve a diverse clientele – from healthcare professionals and physical therapists to professional athletes and individuals recovering from surgery.
Operating in over 50 countries worldwide, CTN balances direct-to-customer sales with a selective network of international distributors. Their high-value, specialized equipment requires an informed purchasing process.
Challenge: Customers didn’t have possibility for self-service buying experience
Before HeadQ, CTN’s website offered limited ways for potential customers to engage with their products.
After redesigning their website, the team recognized something was still missing. They needed a better customer journey and way for their customers to research and purchase from their diverse product range.
“We talked a lot about how to improve the experience for our customers. After completing our site redesign, we felt something was still missing that would make our customers’ lives easier, especially with so many different devices in our catalog,” says Janet Martins.
Breaking Away from Industry Norms
In the health technology sector, most companies rely solely on traditional sales methods requiring direct contact before sharing pricing or configuration options.
CTN saw an opportunity to differentiate themselves by offering transparency and self-service options – something virtually unheard of in their industry.
“If we created a direct online sales option, we’d likely be the first in our sector to do it,” notes Janet Martins. “It’s a significant step, but one that could completely change how our industry approaches digital sales.”
The HeadQ Solution: Transparent Quoting and Self-Service Options
After discovering HeadQ, CTN implemented the quote request tool on their international website as an initial test. The solution immediately addressed their key challenges by providing:
- Clear, transparent product information
- Visible pricing options
- A structured way to request quotes
- Integration with their HubSpot CRM
“HeadQ opened our eyes to what was possible. It was exactly what we wanted to improve, but we just didn’t know how until we saw this solution,” explains Janet Martins.
The configurator doesn’t just collect contact information – it creates an interactive product discovery experience. Customers can explore options, understand pricing, and make informed decisions before submitting a request.
“We have been so happy with the results from our english website that we are implementing the solution to all of our different language versions.”
Impressive Results: Streamlined Sales Process and Customer Preference 💰
The impact was immediate and significant:
“The quotes now come almost exclusively through the HeadQ tool, while more general inquiries go to our contact page, which is perfect,” Janet Martins reports.
The customer response has been so positive that CTN is reconsidering their entire approach to online inquiries.
“We’re even thinking about whether we still need the ‘Request a Quote’ option on our contact page since everyone seems to prefer the transparency of the HeadQ tool. They get all the information there – what we offer and pricing options – so it’s been really effective in that sense.”
The solution has been particularly valuable for international sales, where clear product visualization and pricing information help overcome language barriers and time zone challenges.
Expanding to New Digital Frontiers 🔮
Encouraged by their success, CTN is implementing HeadQ in bold new ways:
“We’ve already created an internal e-commerce portal for existing customers, and we’ve added the HeadQ quote cart for complex products there too. Our e-commerce developer was super excited when he saw it on our main site and said it would work perfectly in the portal,” Janet Martins shares.
This hybrid approach – where customers can purchase accessories directly but request quotes for main equipment – is creating a seamless experience for existing clients. It’s also opening conversations about the future of their sales model.
“We’re still figuring out if our larger devices could be sold directly online. It’s a big question mark, but we’re testing with existing customers first. If it works smoothly there, we might consider making it more public-facing,” explains Janet Martins.
The integration with their existing systems has been seamless. Quote requests automatically feed into HubSpot, where the sales manager efficiently follows up on each lead.
An Effortless Experience for Both Sides
“Earlier we might send 30 back-and-forth emails with customers when they were ordering our product. Now all of that is gone.” – Janet Martins.
One of the key advantages of the HeadQ implementation was its simplicity.
“It’s really easy to use. The onboarding session was quick, and I didn’t have many questions afterward,” says Janet Martins.
By providing a smooth pathway from product exploration to quote request, HeadQ has enhanced the customer journey while improving internal processes. The solution has proven particularly valuable as CTN expands to new language markets, with plans to implement it across their Finnish and Spanish websites following the successful English implementation.
“HeadQ opened our eyes to what was possible. It was exactly what we wanted to improve, but we just didn’t know how until we saw this solution.” – Janet Martins, Marketing Manager, CTN
How CTN has implemented HeadQ to their website
HeadQ is implemented directly to your current website and there’s two ways of doing it:
- Embed it as part of the product page
- Add a call-to-action button and when that button is clicked HeadQ platform opens
CTN has chosen the second option.
Here is their product page for e°CABIN™ which is the world’s most advanced whole body cryotherapy cabin.
And when customer clicks “Request for Quote” the HeadQ platform opens like this:
