A Responsive Product Catalog

zurn responsive website
zurn home page
zurn product page
zurn product detail
zurn menu

Zurn manufactures the largest breadth of engineered water solutions in the industry, including a wide spectrum of sustainable plumbing products. The company delivers total solutions for new construction and retrofit applications that enhance any building’s environment, and needed a website that would showcase their solutions on any device.

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Mobile Matters

Zurn wanted to revitalize their web presence to provide an optimal experience for their customers on the devices they use most: smartphones and tablets. Their existing website was not responsive and content management was a challenge, as the company used SharePoint to manage product information and other site copy. Their target audience was unable to quickly and easily find the content they needed most, as the site lacked a clear structure and flow.

The website also needed improved analytics so that Zurn’s marketing team could easily measure and track user engagement.

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A Strategy for Success

Ascedia recommended Kentico for its robust content management capabilities and e-commerce features. The goal was to create a responsive site that is optimized for modern devices while planning for future enhancements. This allows the website to continually evolve to align with Zurn’s expanding product line and sales goals.

Ascedia’s team worked with Zurn to craft a digital strategy designed to improve site performance and customer engagement. In strategic planning sessions, the team analyzed the existing site’s structure, outlined audience needs and defined key performance indicators (KPIs).

This knowledge informed all of the decisions around site structure and user experience, ensuring that the needs of each visitor are met. Throughout the design process, the goal of lead generation was kept top-of-mind and features were prioritized to drive engagement and conversions. To accelerate the launch timeline and ensure compatibility with parent company Rexnord’s site, Ascedia reviewed existing code and looked for opportunities to reuse features and functionality that aligned with the new strategy.

Over nine months, Ascedia rebuilt Zurn’s product catalog to support all stages of the purchase journey, from consideration and specification to purchase and post-sale support. The team helped define and reconfigure the product database to streamline data transfer and maintenance. The site was also built to support future enhancements, including complete e-commerce functionality to drive online sales.

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Award-Winning Results

By using the portal engine functionality in Kentico, Ascedia gave Zurn a great deal of flexibility and control in how they update and manage their site content. After launch, Zurn saw the following improvements compared to the previous year:

  • Website sessions increased 7%
  • Users increased 22%
  • New sessions increased 19%
  • Mobile/tablet sessions increased 50%

Ascedia’s work on the Zurn website redesign was honored with a 2017 Communicator Award in the Website Design – Manufacturing category.