MOCAP Product Catalog Analysis

Overview

The MOCAP product catalog contains 85 product series with 2,195 unique SKUs and around 66k total product variants spanning protective caps, plugs, tapes, and specialty industrial products. The catalog structure reveals both mature product organization (consistent materials, clear series codes) and significant IA opportunities (overlapping categories, inconsistent naming, buried product relationships).

Critical findings

✅ Strengths

• Well-defined product series with clear codes (T, RN, RVC, etc.)
• Comprehensive variant coverage averaging 25.8 variants per series
• Consistent material taxonomy (LDPE, Vinyl, Silicone, EPDM)
• Structured size chart data with dimensional specifications

⚠️ Challenges

• No hierarchical product taxonomy — products organized as flat list, not categories
• Overlapping product names — 46 series contain “Plug”, 28 contain “Cap” → confusion
• Hidden product relationships — related products not surfaced in navigation
• Missing data in key fields — thread specs, dimensions often empty
• Inconsistent descriptions — no structured benefit statements (39/85 mention benefits)

Strategic Implications

For Consolidation Decision:

✅ Product taxonomy is brand-agnostic — same organizational logic works across MOCAP/Cleartec/Beckett

✅ Attribute structure is consistent — dimensions, materials, thread types universal

✅ Cross-selling opportunities exist — “Customers who need caps also need plugs” relationships clear

⚠️ Data cleanup required first — missing specs must be filled before consolidation

For UX Design:

✅ Multiple entry points needed — by application, material, product type, thread size

✅ Guided finders are essential — 2,195 SKUs impossible to browse linearly

✅ Smart search critical — users search by part #, thread size, material, application

✅ Filterable tables must be interactive — CrazyEgg data shows users expect sorting/filtering

Catalog Overview

CONCLUSIONS SUMMARY

1. IA Opportunities

Problem: Current Site = Product-Code Navigation

User Journey Today:

1. User arrives at homepage
2. Clicks “Products” dropdown
3. Sees alphabetical list of series codes (T, WF, TWF, XW, S, CP, CPW…)
4. Must already know what they need or guess from codes
5. Clicks series → lands on size table with 25-199 variants
6. Must manually scan table to find size

Friction Points:

• No discovery for new users (“What product solves my problem?”)
• Codes are opaque (What is TWF? RN? GPM?)
• No filtering once on product page
• No cross-references to related products

Opportunity: Multi-Path Navigation

Enable three buyer archetypes (from GA/CrazyEgg data):

1. The Veteran (30%) — “I know my SKU”

Need: Fast reorder, no browsing

Solution:

• Prominent search bar with autocomplete
• Quick Order bulk entry (paste 10 SKUs → instant cart)
• “My Account” with order history & reorder buttons

2. The Problem Solver (50%) — “I need X for Y application”

Need: Guided discovery by use case

Solution:

• Homepage quiz: “What are you protecting?” → Threads / Surfaces / Flanges / Other
• Application pages: “Powder Coating Masking” → relevant products
• Filterable product grids with visual icons

3. The Researcher (20%) — “I need to learn before I buy”

Need: Educational content + specs

Solution:

• “Learning Center” with use case videos
• Downloadable spec sheets prominent on PDPs
• Comparison tool (compare 3 products side-by-side)

Opportunity: Smart Filtering & Sorting

Size Chart Tables Must:

• ✅ Sort by any column (Part #, OD, ID, Length, Thread)
• ✅ Filter by thread type, material, color
• ✅ Search within table (live filter as user types)
• ✅ Highlight selected row (user knows what they clicked)
• ✅ Sticky headers (column labels visible when scrolling)
• ✅ Toggle Imperial/Metric (instant conversion)
• ✅ “Add to Cart” inline (no navigation away)

CrazyEgg Evidence:

• 48-54% of clicks on size tables
• 11.6% dead clicks on column headers (users expect sorting)
• 4.3% rage clicks (repeated clicks on broken controls)

Opportunity: Cross-Sell & Upsell

Current State:

• Related products listed at bottom of page
• Less than 10% visibility (users never scroll that far)
• Algorithm weak (unrelated products shown)

Recommendation:

• “Frequently Bought Together” widget above fold
• “Complete Your Protection” suggestions (bought caps? need plugs?)
• Application bundles (“Powder Coating Kit” = caps + tape + plugs)

Example:

Customer viewing: RVC-250 (Round Vinyl Cap 1/4”)

Suggest:

• RN-250-F (Round Tube Plug 1/4” Flat) — “Also protect the inside”
• TPE-X-1 (X-Treme Tape 1”) — “Seal external threads”
• Sample Kit: RVC + RN + TPE — “Try all three for $0”

Filter & Search Strategy

Recommended Search Logic

1. Part Number Search (Exact Match Priority)

User types: "RVC-250"
Results:
1. RVC-250 [EXACT MATCH] → Direct to PDP
2. RVC-251, RVC-249 [SIMILAR] → "Did you mean...?"
3. RN-250 [RELATED] → "Customers also viewed..."

2. Dimension Search

User types: "1/4 cap"
Results:
1. Products with 1/4" ID/OD
2. Filtered by "cap" keyword
3. Sorted by relevance (most common sizes first)

3. Application Search

User types: "powder coating"
Results:
1. High-temp products (MSC, MSP, RVC-T, FPT-T)
2. Application landing page: "Powder Coating Masking Solutions"
3. Educational content: "How to Mask for Powder Coating"

4. Thread Search

User types: "1/2 NPT"
Results:
1. All products with "To Fit NPT" = 1/2-14
2. Both caps (FC-NPT-8) and plugs (U-8N)
3. Grouped: Caps / Plugs / Accessories

Recommended Filters (By Priority)

Priority 1 (Must Have):

• ✅ Thread Type (NPT, BSP, Metric, Standard, Non-Threaded)
• ✅ Material (LDPE, Vinyl, Silicone, EPDM, Paper)
• ✅ Product Type (Cap, Plug, Grip, Tape, Protector)
• ✅ Temperature Range (under 180°F, 180-400°F, 400-600°F)
• ✅ Size Range (Under 1/4”, 1/4”-1”, 1”-2”, Over 2”)

Priority 2 (High-Value):

• ✅ Color (Red, Yellow, Black, Natural, Blue)
• ✅ Application (Masking, Shipping, Finishing, Protection)
• ✅ Industry (Automotive, HVAC, Medical, Electronics)
• ✅ Stock Status (In Stock, Made to Order)
• ✅ Min Order Qty (1-100, 100-1000, 1000+)

Priority 3 (Nice-to-Have):

• ✅ Flange Type (Wide, Extra Wide, Standard, No Flange)
• ✅ Pull Tab (Yes, No)
• ✅ Certification (ISO, RoHS, FDA, REACH)
• ✅ Eco-Friendly (Paper, Recyclable, Reusable)

Search Synonym Mapping

Map common customer terms to product attributes:

2. Product Taxonomy Analysis

Series Code Patterns

Products use codes that suggest function:

• Single letter (3): T (Tapered), S (Straight), U (Universal)
• Two letters (11): CP (Center Pull), FC (Flanged Caps), RN (Round tubes)
• Three letters (48): TWF (Thick Wide Flange), RVC (Round Vinyl Caps)
• Four+ letters (16): TCBSP (Tear Caps BSP), BNCD (Bolt Nut Caps Domed)
• With hyphen (7): TPE-X (X-Treme Tape), FPT-T (High Temp variants)

Pattern: Codes are functional abbreviations (CP = Center Pull) rather than arbitrary SKUs. This aids internal communication but requires translation for customers.

Current Organization: Flat List

Products are currently organized as a single-level list with no hierarchical categories. Users must:

1. Know the product code (T, RN, RVC)
2. Browse the full catalog sequentially
3. Use site search

Problem: Really hard to discover products by application, industry, or use case.

Natural Product Groupings (by keyword analysis)

Analyzing product names reveals overlapping functional categories:

Key Insight: Products are function-first (plug, cap, grip) rather than use-case-first (masking, shipping, finishing). This creates findability problems for customers who think in applications (“I need to protect threads during powder coating”).

Recommended IA Hierarchy

Primary Category / Subcategory / Example Series / Products

Secondary Navigation (By Use Case)

3. Material & Attribute Analysis

Primary Materials

Stocked Colors by Material

• LDPE: Black, Red, Yellow, Natural, Blue
• Vinyl: Various Colors (not specified per series)
• PP: Red, Yellow
• Silicone: Natural/clear (typically)
• EPDM: Black (standard)
• High-Temp Vinyl: Black

Key Insight: Color is functional (high-visibility red/yellow for removal, black for finished appearance) rather than branding. This differs from Cleartec where color = aesthetic choice.

Most Common Attributes (Spec Fields)

Based on size chart headers across 84 series:

Attribute Complexity Distribution

Products vary widely in configurability:

• Simple (5-6 attributes): Tapes, Discs, Netting → Select width/length
• Moderate (7-9 attributes): Standard caps/plugs → Select size, thread, material
• Complex (10-12 attributes): Tube plugs, flange protectors → Multiple dimensions, wall thickness, flange specs

UX Implication: Guided finders must adapt complexity based on product type. Tapes need simple selectors; tube plugs need multi-step configurators.

Naming Consistency

Part Number Patterns (from sample):

• 100% contain numbers → Good for SKU searching
• 100% contain uppercase letters → Consistent format
• 26% contain dot (.) → Decimal dimensions (T.116/.182)
• 16% contain slash (/) → Range notation (T.116/.182)
• 15% contain hyphen (-) → Series/variant separator (TPE-X)

Issue: Multiple naming conventions coexist:

• Dimensional: T.116/.182 (Tapered cap 0.116” to 0.182”)
• Alphanumeric: RN-14-F (Round tube plug, 1/4”, Flat)
• Descriptive: TPE-X-1 (X-Treme Tape 1” width)

Impact: Search must handle multiple formats (exact match, partial match, dimension lookup).

Descriptions Quality

Current State:

• Average length: 148 characters (2-3 sentences)
• Structure: 0/85 use bullet points or formatted lists
• Benefits: Only 39/85 (46%) mention product benefits

Examples of Good Descriptions:

MOCAP Silicone X-Treme Tape is made from a special silicone material which sticks (bonds) only to itself. X-Treme Tape has NO ADHESIVE and leaves NO RESIDUE when removed…

Examples of Poor Descriptions:

Material: Paper

Recommendation: Standardize description format:

1. What it is (product type)
2. What it does (function/benefit)
3. Where to use it (applications)
4. Why choose it (differentiators)

Variant Configurator Strategy

Simple vs. Complex Configurators

Simple Products (5-6 attributes) → Dropdown Selector

Example: X-Treme Tape (TPE-X)

Steps:

1. Select Width (1”, 1.5”, 2”)
2. Select Color (Black, Red, White, Gray)
3. Select Length (10 ft, 36 ft) → Add to Cart

Moderate Products (7-9 attributes) → Guided Wizard

Example: Round Vinyl Caps (RVC)

Steps:

1. “What are you fitting?” → Thread Type (NPT, Metric, Standard, Non-Threaded)
2. “What size?” → Diameter selector (visual slider or dropdown)
3. “What length?” → Length selector (Min/Max range)
4. “What color?” → Color swatches → View Matches (show 3-5 best fits)

Complex Products (10-12 attributes) → Interactive Table

Example: Plugs for Rectangular Tubes (RC)

Steps:

1. Show full size table (104 variants)
2. Enable column sorting (Small OD, Large OD, Wall Thickness)
3. Add filters above table (Imperial/Metric, Flat/Pyramid/Angle)
4. Live search within table
5. Inline “Add to Cart” buttons per row

Configurator Best Practices (from Competitor Analysis)

Visual feedback:

• ✅ Show product image update as user selects options
• ✅ Display running total: “3 options selected, 12 matches”
• ✅ Highlight selected state (checkmark, color change)
• ✅ Progress bar: “Step 2 of 4”

Smart defaults:

• ✅ Pre-select most common options (e.g., “Black” color if 70% of orders are black)
• ✅ Remember user’s previous selections (cookies or account)
• ✅ “Popular Sizes” shortcut (skip configurator for common SKUs)

Escape paths:

• ✅ “Not sure? View all options” → link to full table
• ✅ “Can’t find what you need? Request custom quote”
• ✅ “Need help? Call us” → phone number visible

What this product catalog analysis reveals

✅ Strong evidence for website consolidation (all brands under the same umbrella):

Taxonomy is universal

• Same product categories (Caps, Plugs, Grips, Tapes) apply across MOCAP/Cleartec/Beckett
• Material attributes (LDPE, Vinyl, Silicone) are consistent
• Dimensional specs (OD, ID, Length, Thread) use same units
• No brand-specific organization → consolidation won’t require separate IA

Cross-Selling opportunities exist

• Customers needing MOCAP caps likely need Cleartec tubes (packaging the finished part)
• Customers buying Beckett containers might need MOCAP plugs (internal protection)
• Unified catalog enables: “Complete Your Solution” bundles

Search & Filter logic is identical

• All products share dimensional search needs (ID, OD, Length)
• All products benefit from thread type filtering (NPT, BSP, Metric)
• Material/temperature filtering works across brands
• One configurator system serves all brands

Data Structure is consistent

• All products use size chart tables with Part #, dimensions, quantities
• All products have description, material, stocked colors
• Same backend schema → easier to merge

⚠️ Challenges for website consolidation (all brands under the same umbrella):

Product Overlap Risk

• MOCAP Round Vinyl Caps (RVC) vs. Cleartec Clear Caps → naming collision
• Beckett “caps” (for containers) vs. MOCAP “caps” (for threads) → different functions, same word
• Mitigation: Brand prefixes in SKUs (MOCAP-RVC-250, Cleartec-RTC-4)

Data Quality Must Be Fixed First

• 34 instances of missing NPT thread data
• 30 instances of missing diameter specs
• Descriptions vary in quality (19-254 characters)
• Requirement: Complete data audit before merging catalogs

Complexity Compounds

• MOCAP alone: 2,195 variants
• Cleartec: ~500-800 variants (estimated)
• Beckett: ~300-500 variants (estimated)
• Combined: ~3,000-3,500 SKUs → advanced filtering critical

Brand Equity in Product Names

• “X-Treme Tape” is branded (MOCAP)
• “Cleartec” is in many Cleartec product names
• Mitigation: Brand landing pages (mocap.com/x-treme-tape)

Recommended Consolidation Approach

OPTION A: Unified catalog with brand filters

mocap.com
  /products
    /caps (All brands' caps)
    /plugs (All brands' plugs)
    /tubes (Cleartec + Beckett tubes)
    /tapes (MOCAP X-Treme + High-temp tapes)
  /brands
    /mocap (Brand landing page → filters to MOCAP products)
    /cleartec (Brand landing page → filters to Cleartec products)
    /beckett (Brand landing page → filters to Beckett products)

Pros:

• True unified navigation (discover products across brands)
• Cross-sell works natively (“Customers also bought…”)
• Single search index (search once, get all results)
• Reduces site maintenance (one IA, one filter system)

Cons:

• Brand dilution risk (MOCAP customers don’t see “MOCAP” branding)
• Complexity in filtering (must add “Brand” as filter dimension)
• Product naming collisions (must prefix SKUs with brand)

OPTION B: Brand Sub-sites with shared components

mocap.com
  /mocap (MOCAP-only catalog)
  /cleartec (Cleartec-only catalog)
  /beckett (Beckett-only catalog)
  /search (Unified search across all)

Pros:

• Preserves brand identity (mocap.com/mocap feels like dedicated site)
• Reduces naming collisions (each brand’s SKUs independent)
• Easier migration (move brands incrementally)
• Allows brand-specific messaging

Cons:

• Partial unification (still separate catalogs)
• Cross-sell harder (must link across subsites)
• Duplicate filters (each brand has own filter setup)
• Doesn’t solve attribution problem (cross-domain tracking still needed)

RECOMMENDATION: Option A (Unified Catalog)

Rationale:

• GA data shows 13.8% cross-brand traffic → customers are cross-shopping
• Product taxonomy is identical → no structural barrier
• Competitor benchmarks (Caplugs, Essentra) use unified catalogs successfully
• Cross-sell revenue potential: ~$300K-$500K annually (10-15% of cross-brand traffic)
• Marketing team explicitly recommends unified approach

Implementation Requirements:

• ✅ Add “Brand” as filterable attribute (MOCAP, Cleartec, Beckett)
• ✅ Prefix SKUs with brand code (MOC-RVC-250, CLR-RTC-4, BEC-SQT-12)
• ✅ Create brand landing pages (mocap.com/brands/mocap)
• ✅ Preserve brand URLs (301 redirects from old sites)
• ✅ Audit & complete all product data before merging

7. MOCAP PRODUCT DATASHEET ANALYSIS