Tunneling 4.0:

Herrenknecht AG launches website for a digital future

Herrenknecht AG, the global market leader for mechanical tunnel boring technology, has trusted 711media as its digital lead agency since 2017. With the relaunch of the corporate website, based on the leading CMS TYPO3, as well as content dynamization and an integrated lead management solution, the brand communication for various customer needs was taken to a new level. A dedicated tracking concept also actively supports the continuous and sustainable optimization of the traditional company's website.

Customer

Herrenknecht AG

Industry sector

Mechanical engineering

Employees

approx. 5,000

Collaboration

since 2017

Inform, Involve, Inspire

With a forward-looking B2B website, the world market leader in mechanized tunnelling technology presents itself with an outstanding product portfolio and inspiring customer use cases to bring its customers' individual projects to life. The website is designed to ensure a first-class user experience while conveying the company's expertise and innovation.

Project highlights

Implementation of B2B content dynamization and an integrated lead management solution

Dedicated UX concept incl. wireframe creation and personas development in cooperation with D3

Setting up a detailed tracking concept with clearly defined KPIs including management reporting

Out of the black box

The website relaunch had primary goals, such as developing a deep understanding of the behavior of B2B visitors. With the help of clear tracking data and customer insight-based tracking based on the LXP lead management solution, the continuous optimization of the website is ensured. By analyzing this information, insights could be gained and targeted measures derived to improve the user experience and make the website more effective. This led to higher user satisfaction, an improved conversion rate and positive business results.

Due to the wide range of data, supplemented by a customized lead management concept, industry and company-specific insights are obtained and taken into account accordingly in content dynamization.

The world of tunnel construction

The new corporate website as a digital service platform presents Herrenknecht as a qualified project partner with many years of expertise.

Concept in interaction with design

Detailed target group analysis & persona development as the basis for interactive wireframes and user flows
Creation of a modular UX / UI design system incl. responsive implementation
Development of a variety of individual content elements for a unique user experience
Seamlessly integrated, full-surface image and video formats bring the website to life with a strong emotional impact

Content Dynamization

The 711media software Leadexperience (LXP) is a software solution that helps companies to identify potential customers on their website. By using a tracking code, LXP collects data about visitors, including their IP address and visitor behavior. Using this data and a company database, LXP can identify the name and contact details of the visiting company. This allows targeted leads to be generated and sales efforts to be optimized.

Career area

Extensive employer branding measures to present Herrenknecht to the outside world as a modern employer and to provide insights with added value for all professional groups.

Individual data collection

A comprehensive keyword analysis revealed content gaps that could be closed during the relaunch with the help of new content. It was also important to be able to map the user journey in order to derive optimizations even after the relaunch. This data is also used to create dynamic content.

Google Analytics, Google Tag Manager and Crazy Egg were also implemented.

Further features

Newsroom

Development of a modern newsroom including interfaces to relevant social media platforms.

Lead Management

LXP integration to fully exploit and optimize sales opportunities.

Cloudflare

International high performance website through Cloudflare usage (CDN).

Results

Since the relaunch was implemented, the targets set have been achieved and success measured.

34 %

lower bounce rate

30 %

longer session duration

243

new top 10 keywords

Project phases and their service components

1st Discovery

Discovery phase

Implementation of a joint workshop week
Interviews with steakholders
Definition of the project goals
Target group definition

2. concept & content

Concept & content phase

Definition of the information architecture
Creation of the wireframes
Refinement of the target groups using exemplary personas
Creation of a detailed concept with recommendations for text length and the right location
Content creation (text, image, video, etc.)
Development of a dedicated tracking concept

3. implementation

Implementation phase

Start of implementation based on the latest TYPO3 version
LXP integration to increase lead management
Development of a newsroom including integration of all relevant social media channels and press releases
Development of a module for filtering using categories (tags) and a slider element with preview function
QA of the developed results and final acceptance by Herrenknecht

4. go-live

Go-live phase

Preparation and setup of the server
Tracking implementation
Quality assurance of online marketing, including SEO analysis with regard to website performance, accessibility, indexing, etc.
Testing
Roll-out

5. after go-live

After go-live phase

Validation of the requirements and implementation of the precise concept
Review of the tracking concept with regard to data completeness and functionality of the tracking tool used
Testing and adaptation of the UX design-based structure of the website to increase user-friendliness

Continuous relaunch

Herrenknecht, as a global player, relies on the continuous optimization of its website. Extensive tracking is used to analyze and evaluate data in order to derive measures. This ensures that the website always has a high level of quality, that the content management system (CMS) is always up to date and that usability is continuously improved. In addition, this enables rapid adaptation to changing trends, guarantees good projectability and ensures the sustainability of the investment.

What a continuous relaunch is

Technical profile

TYPO3

TYPO3, one of the leading CMS in Germany, forms the basis of the corporate website.

More about TYPO3

Apache Solr

Search Suggest, smart faceting and document indexing take Solr search to a new level.

More about Apache Solr Search

LXP

Content dynamization and lead management with the help of 711media's LXP software.

Learn more about LXP

Welcome

Are you looking for a digital agency that can support you in the areas of strategy, digital brand management, user experience, e-commerce, online marketing and development?

Oliver Storm

Phone + 49 711 460 583 010

E-mail oliver.storm@711media.de