Summary
Challenge
AEG wanted a new, product-focused, modern, SEO-optimized, mobile-responsive website performs well in the ANZ markets.
Solution
Niteco revamped AEG's site in two phases: discovery and design, followed by implementation, focusing on UX/UI, SEO, and future commerce features, while migrating integrations and optimizing performance.
Result
- The new AEG site launched on time and has significantly improved performance, mobile engagement and SEO.
- The site won Most Customer Centric Digital Experience at the 2021 Optimizely Optimizer Awards.
The Challenge
To achieve this, the current page structure and UI style needed to be refreshed to allow for more modernity, flexibility, and relevance to the target audience. As part of this, the client wanted more consumer-friendly navigation and page structure types for easy product selection.
AEG requested Niteco to build a new, product-focused, modern, SEO-optimized, mobile-responsive website showcasing the brand’s high premium positioning with the latest technology. The website also needed to work for both the Australia and New Zealand markets. The new AEG brand site would be the central hub of AEG’s digital ecosystem, enabling the client to provide consumers with better experiences at every touchpoint of their brand journey.
The Solution
Niteco approached this revamp in 2 distinct phases over 3 months in early 2021:
Discovery and design: Using discovery workshops and insights from tracked user data and extensive research, Niteco and AEG collaborated on a roadmap and features that could be delivered for the customer’s hard deadline of three months. This included UX/UI design, development, SEO and content loading. Niteco’s design team then immediately began creating new designs for more than 20 new page types.
Implementation: The team built the site on Optimizely (formerly Optimizely) Commerce, ensuring commerce features can be enabled in the future without any major development required.
As part of the implementation, our team also migrated existing integrations to other systems (PIM system, CRM, ratings & reviews platform, integration with store locator vendor, etc.). Ensuring performance, SEO health and mobile optimization were prioritized every step of the way. We also enabled detailed GA/GTM tracking, which would allow the client to accurately measure the site’s performance after launch.
In parallel with the technical implementation, Niteco managed the loading of the newly created content, optimizing it for performance and SEO health.
640% increase
in Speed Index
Pages load over six times faster, dramatically improving user satisfaction.
640% increase
in Speed Index
Pages load over six times faster, dramatically improving user satisfaction.
99/100
Lighthouse SEO health score
Near-perfect technical foundation for search engines, ensuring maximum visibility.
99/100
Lighthouse SEO health score
Near-perfect technical foundation for search engines, ensuring maximum visibility.
12% decrease
in Mobile Bounce Rate
Users on mobile devices are more engaged and stay on the site longer.
12% decrease
in Mobile Bounce Rate
Users on mobile devices are more engaged and stay on the site longer.
4% increase
in Organic Traffic immediately
More potential customers are finding the site through search engines right away.
4% increase
in Organic Traffic immediately
More potential customers are finding the site through search engines right away.
The Result
The site went live by the agreed-upon deadline and was a clear improvement over the old site, especially in terms of performance.
Within months of go live, the new AEG site had been awarded the prestigious Most Customer Centric Digital Experience at the 2021 Optimizely Optimizer Awards.
For product detail pages, the Speed Index improved by a whopping 640%, while Start Render and Largest Contentful Paint (LCP) for those same pages improved by 88% and 82%, respectively. For the homepage, the Speed Index improved by 195%. These are all important factors of the newly introduced Google Core Web Vitals.
In addition, the site’s SEO health score increased by 35 points to reach a healthy 99/100.
Niteco’s mobile-first approach also resulted in improvements for users on mobile devices. As a result, the bounce rate of mobile users decreased by 12%, while session duration and pages/session saw a slight increase. Furthermore, the new SEO-optimized AEG website saw an increase in organic traffic of 4% immediately post-launch.
Niteco continue to deliver additional features post launch, including Wish List, Shop the Look, improved video content, and ’Inspire with AEG’ (where the brand can establish its thought leadership, improve SEO and educate users).
Niteco have also delivered to the AEG team a customized live dashboard using Google Data Studio, allowing them to easily track user behavior and conversions, while also keeping an eye on performance.
Niteco has been a fantastic agency to work with. We're very pleased with how the new AEG ANZ websites have shaped up, maintaining the brand's premium visual identity in a very tight deadline. The site is already performing well with increased search visibility across all categories. Two things in particular about their service are exceptional: speedy email response and their expertise in the Optimizely platform. Looking forward to working on many more digital projects.
Executive summary
Executive summary
AEG, a premium brand within the Electrolux Group, required a complete overhaul of its digital presence to meet modern performance and customer experience standards. Niteco, leveraging its deep expertise in the Optimizely DXP, delivered a high-performance, mobile-first website for the Australian and New Zealand markets. This strategic project not only resolved critical technical debt and performance issues but also resulted in an award-winning website, setting a new benchmark for customer-centricity in the home appliance sector.
The challenge: modernizing a flagship digital asset
The challenge: modernizing a flagship digital asset
AEG’s existing website, an old website was struggling to keep pace with the demands of the modern consumer. It suffered from an outdated user interface (UI), slow page loading times, and critically, failed to meet the standards of Google Core Web Vitals. This resulted in low user engagement, poor mobile performance, and limited search engine visibility. AEG needed a strategic partner to rebuild this flagship site, showcasing its premium brand positioning while providing a robust, future-proof digital foundation capable of supporting its entire digital ecosystem across the ANZ markets.
The solution: a strategic upgrade to Optimizely DXP
The solution: a strategic upgrade to Optimizely DXP
Niteco approached the transformation in two distinct phases: a rapid discovery and design phase, followed by a focused implementation. The strategic decision was made to build the new platform on Optimizely Commerce, ensuring a scalable, modern digital foundation. This platform choice provided the flexibility needed for future commerce features and seamless integration with AEG’s existing systems. Niteco’s team focused on a mobile-first design, creating over 20 new page types and migrating essential integrations, including the Product Information Management (PIM) system and CRM, to ensure a cohesive and high-performing experience.
Measurable impact: performance and search visibility
Measurable impact: performance and search visibility
The launch of the new AEG website delivered immediate and dramatic improvements in technical performance, validating the strategic investment. The site’s speed and search engine health were fundamentally transformed:
640% increase
in Speed Index
Pages load over six times faster, dramatically improving user satisfaction.
640% increase
in Speed Index
Pages load over six times faster, dramatically improving user satisfaction.
99/100
Lighthouse SEO health score
Near-perfect technical foundation for search engines, ensuring maximum visibility.
99/100
Lighthouse SEO health score
Near-perfect technical foundation for search engines, ensuring maximum visibility.
12% decrease
in Mobile Bounce Rate
Users on mobile devices are more engaged and stay on the site longer.
12% decrease
in Mobile Bounce Rate
Users on mobile devices are more engaged and stay on the site longer.
4% increase
in Organic Traffic immediately
More potential customers are finding the site through search engines right away.
4% increase
in Organic Traffic immediately
More potential customers are finding the site through search engines right away.
Driving customer-centric growth
Driving customer-centric growth
The technical excellence translated directly into superior business outcomes and user experience. The 12% decrease in the mobile bounce rate demonstrated that the mobile-first approach successfully captured and retained the high volume of mobile traffic. Furthermore, the new SEO-optimized platform saw an immediate 4% increase in organic traffic post-launch. This success was formally recognized when the new AEG site was honored with the Most Customer Centric Digital Experience award at one of Optimizely’s Customer Awards.
Sustained partnership and future innovation
Sustained partnership and future innovation
Niteco’s role extends beyond the initial launch. The ongoing partnership ensures continuous innovation, delivering post-launch features such as a Wish List, 'Shop the Look' functionality, and the 'Inspire with AEG' content hub to establish thought leadership and further enhance SEO. Additionally, we provided AEG with a customized live dashboard for tracking user behavior and performance, solidifying our position as a long-term, trusted partner dedicated to the sustained digital success of the AEG brand.
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