106% Mobile Traffic Increase, 58% Overall Traffic Increase
208% Conversion Growth
Airxcel designs and produces heating, ventilating, air conditioning and appliance products serving worldwide specialty markets through its five market-leading brands: Coleman-Mach, Maxxair, Suburban Manufacturing, Marvair, and Industrial Climate Engineering.
- Coleman-Mach is the RV industry leader for heat pumps and air conditioning units.
- Maxxair is the industry leader in RV ventilation (fans, covers, shrouds).
- Suburban Manufacturing is a leader in the RV industry supplying horizontally vented gas heating systems, water heaters, solid state spark ignition systems, and efficient DC furnace motors.
- Marvair is a leading manufacturer of wall mounted packaged air conditioners and heat pumps designed for schools, telecommunications, and modular buildings.
- Industrial Climate Engineering (ICE) designs industrial and specialty climate control systems.
Headquartered in Wichita, Kansas, Airxcel employs over 800 people at manufacturing locations in Dayton, Tennessee and Cordele, Georgia, and five sales and distribution locations worldwide.
Airxcel partnered with Bayshore Solutions to address online confusion in corporate identity and consistency between the parent and child brands, as well as conducting a major overhaul of outdated websites and sub-standard web experience for their customer audiences.
Airxcel needed to address online channels as a key facet of their desired growth and required both a technology and digital content marketing strategy to fuel these growth objectives.
Bayshore Solutions analyzed Airxcel’s needs for content and data integration workflow in managing their five brands’ online, search visibility, scalability inclusive of e-commerce, target audience accessibility, and user experience. Based on these needs, the Sitefinity Content Management System (CMS) platform was chosen as the technology foundation for the new website.
Bayshore Solutions created a fully responsive web design with a clean and friendly user experience that provides consistency for all brands under the Airxcel umbrella. Six separate websites were brought into one image-enhanced web destination presenting visitors with a holistic view of all Airxcel products and offerings.
The Airxcel website features custom slideshows, a dealer locator tool, as well as convenient, intuitive top level and expanded detail navigation among all five brands. The site is built to be e-commerce ready and scalable as the company progresses with these initiatives.
Comprehensive digital marketing strategies and initiatives were implemented to support the successful launch of the website and achieve search visibility, promote website conversion, and drive website-sourced revenue.
Integrated digital marketing user experience, SEO, and conversion optimization elements were incorporated into the initial analysis and the design/build approach in order to create a cohesive results-oriented website. Strategic facets of this included specific URL structure, page structure, content development, and optimization to enhance the flow of user experience on the directed path to conversion.
Continued digital marketing initiatives promote growth results for all of Airxcel’s brands through the website, social, and additional digital channels.
In the First Month after Site Launch:
- 81% Traffic increase
- Bounce rate decreased by 11%
Year over Year (over previous website analytics) results include:
- 1,127% increase in Traffic
- Bounce rate decreased 32%
First Quarter Results:
- 58% Traffic increase
- 106% Mobile device traffic increase
- 94% growth in New Users to the site
- Bounce Rate decreased 10%
Established conversion metrics of visits to key pages:
- Service Request: 79% increase
- Where to Buy: 208% increase in entrances and 132% increase in page views.
“The new web experience allows users to search, read, and locate all products and related information online. Additionally, there are user portals for commercial customers allowing greater access to technical and trade information.
The site is also fully device-responsive, giving users full site access with optimum viewing and interaction from any smartphone, tablet, laptop, or desktop PC. All brands are easily navigable from one brand to the next and users will continue to use the same website addresses they have in the past – with easy access and easy navigation.
The new Sitefinity platform allows us to grow and evolve with the changing marketplace to exceed our customer expectations now and into the future.”
Vice President of Marketing, Aftermarket & International Sales