Company Background
Nexen Group, Inc., a manufacturer of precision motion control components, power transmission, and web tension control products, serves industries such as robotics, packaging, aerospace, and food processing. Their production capabilities include computerized control and testing systems, dry-cutting applications, special coating processes, over 80 multi-axis precision CNC machine tools and automated assembly. Headquartered in Vadnais Heights, MN, with manufacturing in Webster, WI, Nexen operates globally through direct and independent representatives, distributors, and OEMs.
The Challenge
Nexen Group’s previous website faced multiple challenges that limited its ability to support business goals:
- Outdated Platform: The existing content management system was unsupported, making updates and maintenance cumbersome.
- Ineffective Branding: The website failed to portray Nexen’s technical expertise or diverse product portfolio accurately, affecting customer perception.
- Low Conversions: Poor user experience, outdated design, and limited SEO optimization resulted in fewer leads and conversions.
- Complex Product Data: Nexen’s vast catalog of products required detailed filtering and organization, which the previous platform could not handle efficiently.
- Manual Processes: Lack of automation created content and product catalog management inefficiencies.
- Missed Opportunities in B2B: The absence of robust eCommerce and B2B functionalities hindered direct customer engagement and sales pipeline growth.
The Liventus Solution
Liventus proposed a comprehensive website overhaul to address these challenges using Magento 2, a flexible and robust platform known for its scalability and customization options.
Custom User Experience Design
A visually appealing, easy-to-navigate interface tailored to highlight Nexen’s complex product offerings while ensuring users stayed engaged.
Advanced Product Filtering
Custom tools to allow users to search and filter through Nexen’s extensive product catalog seamlessly.
ERP Integration
Synchronization with Nexen’s ERP system to streamline operations, automate data updates, and enhance inventory management.
Gated Content
Implementation of gated resources to capture user information and generate qualified sales leads.
B2B Capabilities
Features such as quick ordering, 3D product modeling, and custom checkout solutions tailored to business customers.
SEO Optimization
Targeted strategies to improve search engine visibility and drive traffic.
Implementation Process
The implementation process was a collaborative effort between Liventus and Nexen’s key stakeholders, completed in several phases. The entire process spanned approximately 8 months, with continuous collaboration to tackle challenges like complex product data and unexpected search filtering issues.
Planning and Analysis:
Reviewed Nexen’s goals and challenges. Gathered input from stakeholders, including the ERP engineer, COO, and project manager. Defined scope and requirements using design mockups and specs.
Magento 2 Setup:
Configured the base platform with essential modules and plugins to ensure scalability and flexibility. Prepared for future growth with a solid foundational setup.
Custom Design & Dev:
Created and refined UX/UI mockups to match Nexen’s vision. Developed a custom theme for cohesive branding. Added product filtering, mega-menus, gated content, and advanced search.
ERP Integration:
Built APIs and workflows to integrate Magento 2 with Nexen’s ERP system. Ensured seamless data flow for inventory, pricing, and orders between both systems.
Testing & Refinement:
Addressed complex product data and search challenges. Conducted iterative testing with Nexen’s team to verify that all features performed correctly.
Training & Launch:
Provided detailed training for Nexen’s team to manage the site. Conducted final launch after thorough testing and securing stakeholder approval.
Results and Impact
Increased Conversions
4% growth in eCommerce sales year-over-year, despite economic downturns and 30% increase in lead generation
Improved Customer Experience
Intuitive navigation and advanced search tools kept users on the site longer.
Operational Efficiency
Automation and ERP integration simplified internal processes, resulting in over 40% greater efficiency.
Training & Support
Liventus provided comprehensive training, enabling Nexen’s team to manage content autonomously. Ongoing support, updates, and feature enhancements ensure the platform evolves with the business’s needs.
