One central domain and behind it: Bruker BioSpin, Bruker Daltonics, Bruker Optics and Bruker AXS. For the "One Bruker Project", punkt.de combined the four division websites into one central corporate website and increased the visibility of Bruker, one of the world's leading companies for analytical measurement technology, with a uniform appearance. The first challenge: the group's new website had to combine a high level of information complexity with uniform usability for all users ...

The initial situation: All under one roof

Four subsidiaries, more than 25 company locations and over 70 agencies in 60 countries: The Bruker Corporation not only presented itself on the web, but also on many pages. Anyone who wanted to get an overview of the wide range of products and services in analytical measurement technology would find plenty of material on the Group's four divisional websites, depending on their perspective. Or an almost unmanageable amount of information: each website had between two and three thousand pages. The most important decision on the way to more transparency and structure: all divisions of the group were to be accessible via one URL - without the user-friendliness of the new site suffering as a result of this increase in complexity. A central task for punkt.de with the relaunch was therefore to organize and categorize the complex structures and distributed information and make it optimally accessible.

The challenge: migration without friction losses

How can the data from the four source systems, all in different adaptations and versions, be merged as efficiently as possible on the new site in no less than nine language editions? It was clear that transferring the extensive content and data manually would take a considerable amount of time for the online editors. The punkt.de team helped the editors with migration scripts and automatically migrated selected pages. The result is impressive ..

The solutions: GEO-IP, related content and less work for editors

Various entry points, cross-links and a dynamic menu make the complex information architecture of the new site clear and compact. Further information offers follow the principle of related content: by clicking on individual products from the extensive range, suitable news, events or downloads are displayed. Punkt.de has made all pages and entries categorizable so that the linking of the individual contents runs automatically in the background. This allows editors to easily keyword new entries and add further categories. "Many of our customers come from a scientific background and want to obtain detailed information before making contact. This presents us with the challenge of providing a comprehensive range of information for every user - as barrier-free as possible and tailored to their interests and questions," explains Dr. Thorsten Thiel, Director of Marketing Communications at Bruker Corporation. The success of the new website is measurable, says Thiel: "In our collaboration with punkt.de, we have succeeded, as we can see in the number of leads generated online. We frankly did not foresee that online communication would be so powerful as a sales channel and be used so intensively by our customers to this extent for our complex systems in the B2B segment. "

The integration of geolocation software has several advantages for visitors to the site; for example, relevant news or appointment information is provided based on the GEO-IP and the product selection is already linked to the information on the nearest company location where this product is available. As a location-specific contact form is called up via the user's IP, messages are also forwarded directly to the local contact person and do not first reach a head office: an efficiency gain for the company, while customers benefit from faster processing of their inquiry. "The clock is ticking faster in digital marketing. Today, nobody wants to wait several days for a reply email or a callback. At the same time, shortening response times is no trivial task for a company of our size and the complexity of the inquiries. Technically, punkt.de has created the ideal conditions for efficient sales processes. A clear advantage in terms of speed," says Thiel.

Responsive in five weeks

Bruker is now also ideally positioned for mobile users: The punkt.de team made the site responsive in just five weeks of development time. Technically, the same page is always delivered, but it adapts automatically to the device used.