Fast sites. Smart funnels. Better buyers.

Frontend performance, infrastructure optimization, product configurators, and custom funnels. We build the fast, interactive experiences that turn browsers into buyers.

Speed kills sales. Slow sites, slow quotes, slow discovery. Product companies lose revenue to friction every day: 5-second load times that drive buyers away, 200-page catalogs nobody browses, quoting processes that take days instead of minutes.

Performance is about removing every point of friction between your product and the buyer. That means sub-second load times. It means interactive configurators that let buyers build exactly what they need. It means custom funnels that invest the buyer before the conversation starts.

We engineer the fast, interactive experience that sits between your product and your buyer. Speed, configurators, funnels, and the AI tooling that makes them intelligent.

What we build

Site Speed Optimization

Core Web Vitals engineering, sub-second load times, performance auditing, monitoring, and continuous optimization. Fast isn't a feature, it's the baseline.

Infrastructure Engineering

Hosting architecture, CDN strategy, server optimization, edge computing, caching, and deployment pipelines. Built for speed from the ground up.

Product Configurators

Interactive tools that let buyers configure, customize, and visualize products before purchase or contact. Six funnel patterns for any product type.

Custom Funnels

Purpose-built conversion paths for complex products. High-fidelity experiences that invest the buyer and capture detailed requirements.

AI Tooling

AI-powered personalization, recommendation engines, intelligent search, and AI-assisted development tooling within configurators and funnels. Intelligence built into the experience, not bolted on.

Frontend Engineering

Modern frameworks, progressive enhancement, responsive design, and accessibility. The craft layer that makes everything feel fast and polished.

Configurator funnels

Configurators give buyers a high-fidelity experience that gets them invested before purchase or conversation. The funnel pattern depends on how you sell.

Configurator to Cart

Ecommerce brands with customizable products. Buyers build and configure their product, see pricing in real-time, and add to cart. Custom furniture, build-your-own kits, personalized products.

Configurator to Appointment

High-ticket consultative products. Buyers explore options, build preferences, and book a consultation with their selections captured. Garage doors, windows, remodeling, HVAC.

Configurator to Lead

Complex B2B products. Buyers specify requirements, get instant estimates for standard items, and submit detailed RFQs. Custom metal fabrication, specialty manufacturing, industrial equipment.

Configurator to Estimate

Products with variable pricing. Buyers input specifications, get an instant ballpark estimate or formal quote, then decide to proceed. Contractors, custom fabrication, specialty services.

Configurator to Bulk Order

B2B and wholesale buyers placing volume orders. Buyers select SKUs, set quantities across variants, review volume pricing, and submit a consolidated order. Distributors, wholesale, uniforms.

Bundle Configurator

Products sold as systems or kits. Buyers assemble a bundle from compatible components, see package pricing, and purchase or inquire as a set. Starter kits, equipment packages, curated sets.

Go deeper

Guide

Product Configurator Guide

How configurators work and when you need one.
Guide

Site Speed Optimization

Core Web Vitals and why speed equals revenue.

Frequently Asked Questions

What is a product configurator?
A product configurator is an interactive tool that lets buyers customize, configure, and visualize products before purchase or contact. For ecommerce, it connects to cart and checkout. For consultative products, it captures preferences and books appointments. For B2B manufacturing, it generates detailed RFQs with instant estimates. Configurators get buyers invested before the conversation starts.
How much does a product configurator cost?
As part of Umbral's embedded retainer model ($8,000-$20,000/month), configurators are built iteratively over months alongside growth and operations work. This avoids the $50K-$100K+ standalone project model and lets us test, refine, and optimize based on real user behavior.
How do configurators improve conversion rates?
Configurators create investment. When a buyer spends 3-5 minutes building their product, they develop psychological commitment. They also generate rich context for sales follow-up, capture detailed requirements that reduce back-and-forth, and cut time-to-quote by 60-80% for standard configurations.
What site speed should my ecommerce store target?
Sub-1-second Largest Contentful Paint (LCP), under 200ms Interaction to Next Paint (INP), and Cumulative Layout Shift below 0.1. Every 100ms of additional load time costs roughly 1% in conversion rate. Most product company websites load in 3-5 seconds, leaving significant revenue on the table.
Do I need a custom funnel or a standard checkout?
If your product requires configuration, customization, or consultation before purchase, a custom funnel outperforms standard checkout. Standard checkout works for simple, commodity products. Custom funnels work when the product is complex, the average order value is high, or the buyer needs guidance through options.
Also explore: Growth Operations

Get a performance audit.

We'll assess your site speed, identify configurator opportunities, and show you where friction is costing you revenue.

Schedule your audit