Baxi Commercial, part of the BDR Thermea Group, combines three market leading brands within the commercial heating and hot water industry; Potterton Commercial, Andrews Water Heaters and Baxi-SenerTec UK.
Following a recent review of the brand’s marketing approach, Baxi Commercial identified a need to bring all brands together in one place and to become a ‘solutions provider’.
Previously each brand had its own website, so the focus for this project was to improve the user journey between brands because their products can be used in conjunction to create a full heating solution.
We identified a number of opportunities from the existing website setups - opportunities to improve user experience and the ease of the customer journey, whilst not restricting access to the relevant information and advice.
Extensive research was carried out in the form of audits, consumer research, competitor analysis, customer journey mapping and stakeholder requirement analysis. This highlighted the need to bring all product information into one place to make it easily accessible with a solutions focus.
The website design was largely influenced by the redesign of Baxi’s residential website, a project that AlphaQuad completed in July 2013 as another key requirement identified was to create synergy between the two different arms of the business.
The project yielded some fantastic results for Baxi Commerical, including a 172% increase in leads generated within the first 4 months of launch and visits from mobile and tablet devices increasing by 91% in the same time period.