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A Website Platform to Support over 6,000 Products

Zurn

Zurn, a leading manufacturer in engineered water solutions, had a non-responsive and unwieldy online product catalog. We turned Zurn into a seamless website experience that resulted in improved website performance and customer engagement.

logo-zurn

Challenge

Zurn has a catalog of over 6000 products and growing. Their website was not responsive and content management was a challenge (they used a combination of Excel documents and SharePoint to manage product information and general site copy). Their site lacked clear navigation and they could not keep visitors engaged along their buyer journey.

Solution

Digital Strategy

Through strategic planning sessions, we analyzed the existing site’s structure, outlined persona and user journeys. To support our findings, we reorganized Zurn’s product catalog content by each stage of the purchase journey—from first impression to nurturing.

Reporting

We helped Zurn identify key performance indicators (KPIs) and a new platform & method for reporting and analytics.

Content Management

Kentico EMS was implemented for its online marketing, e-commerce, content personalization, and content management capabilities. Post-development, Zurn content editors can easily edit and publish product data. 

Data Integration and E-Commerce

Integrating the Zurn product database into Kentico saved editors considerable time. In addition, e-commerce functionality where visitors could purchase parts was implemented.

Through strategic planning sessions, we analyzed the existing site’s structure, outlined persona and user journeys. To support our findings, we reorganized Zurn’s product catalog content by each stage of the purchase journey—from first impression to nurturing.

We helped Zurn identify key performance indicators (KPIs) and a new platform & method for reporting and analytics.

Kentico EMS was implemented for its online marketing, e-commerce, content personalization, and content management capabilities. Post-development, Zurn content editors can easily edit and publish product data. 

Integrating the Zurn product database into Kentico saved editors considerable time. In addition, e-commerce functionality where visitors could purchase parts was implemented.

Awards

The new Zurn website received the Communicator Award for Website Design in the Manufacturing category.

2017 Communicator Award

Results

50%

Mobile & Tablet Sessions up 50%

22%

New Users up 22%

19%

New Sessions up 19%

7%

Overall Website Sessions increased 7%

Zurn

Organization:

Zurn

Industry:

Manufacturing

Services Rendered:

Digital Strategy

Content Strategy

Experience Design

Digital Marketing

Content Management

e-Commerce

Technical & Database Integration

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