Online 3D Part Catalog Powered by CADENAS PARTsolutions Fuels Significant Increase in Lead to Sale Conversion Rate at Hamilton Caster

Since its launch in 2006, the 3D Part Catalog investment has paid dividends.


Cincinnati, OH – August 15, 2013 – Hamilton Caster, an Ohio-based manufacturer of premium industrial casters has boosted their lead to sale conversion rate significantly, using the CADENAS PARTsolutions 3D product catalog technology. Since implementing their sales configurator with native CAD downloads, Hamilton Caster has seen a steady and significant increase in web visits, downloads and online sales leads.

Most commonly known for their casters with 1000+ pound capacity, Hamilton Caster manufactures approximately 6,000 varieties of specialized casters rated up to 40,000 pounds for severe use. Most products in the Hamilton Caster line can be configured to order, with complete custom designs available as well.

“We set out to create a 3D part catalog of our configurable casters and offer downloadable CAD models in multiple formats for customers and prospective clients,” says Mark Lippert, Vice President of Marketing at Hamilton Caster. “We took a look at the way the market was moving and saw a powerful avenue to promote our products online. We have always looked to aggressively meet the needs of design engineers, and our 3D part catalog enables us to achieve that. We selected CADENAS PARTsolutions because they were the only supplier who would license us the authoring software, enabling us to create our own models, on our timeline to our exact specifications. This flexibility allowed us to save money while providing a premium quality native models that engineers want.”

Online 3D Part Catalog Powered by CADENAS PARTsolutions Fuels Significant Increase in Lead to Sale Conversion Rate at Hamilton Caster


When Hamilton Caster set out to implement their 3D part catalog, they sought feedback and comments from clients and design engineers to find exactly what they liked, and didn’t like, from online CAD configurators.

“Many engineers told us they want more than a few ‘key’ dimensions. They prefer all available product data which is essential for their designs. These elements were included in our CAD models and have been very well received,” says Lippert.

Since its launch in 2006, the 3D Part Catalog investment has paid dividends. Hamilton Caster has seen significant increase in web visits and lead-to-conversion rates which increased from 10-20% before the implementation to significantly more after, says Lippert.

“The innovative team at Hamilton Caster was one of the first in their market to recognize the opportunity to drive new business by giving engineers the technology and tools they need to do their job better,” adds Jay Hopper, President and COO of CADENAS PARTsolutions. “They transformed their website from static pages to a valuable resource where customers and prospects can configure and download product content they need, on demand. That leads to new business and keeps customers coming back.”

About Hamilton Caster & Mfg. Co

Founded in 1907, Hamilton Caster & Mfg. Co. manufactures one of the world’s most comprehensive lines of industrial casters & wheels. Ranked first in customer perceptions by two leading industry magazines, the company provides 24-48 Hour PRONTO® Shipment on thousands of casters & wheels. Hamilton Caster has the reputation for being able to consistently beat competitive deliveries on models equipped with state-of-the-art accessories like wheel brakes, sealed swivel assemblies or wheel bearings, swivel locks, and thread guards. An industry leader in designing and manufacturing custom-engineered casters & wheels, Hamilton Caster can create solutions for specific applications. Family owned since its inception, the fourth generation remains as committed to quality as the company’s founder, John Weigel.

About CADENAS PARTsolutions

CADENAS PARTsolutions is a leading provider of next generation 3D part catalog management and sales configuration solutions. For large manufacturers, CADENAS PARTsolutions provides centralized 3D standard part catalogs making it easy for global design teams to find, reuse, and control standard and proprietary parts. For component manufacturers, CADENAS PARTsolutions provides 3D part catalog with CAD download technology to increase sales lead generation and to ensure that components get “designed in” to OEM products. 

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Adam Beck

Director of Marketing at CADENAS PARTsolutions | A Marketing graduate from the Miami University, Farmer School of Business in Oxford Ohio, Adam has years of experience in marketing and design for a variety of industries.