A website,
, that thinks for itself

A central domain, with Bruker BioSpin, Bruker Daltonics, Bruker Optics, and Bruker AXS behind it. For the “One Bruker Project,”punkt.deconsolidated the four division websites into a single central corporate website and, through a unified brand identity, increased the visibility of Bruker, one of the world’s leading companies in analytical measurement technology. The first challenge: The group’s new website must balance a high level of informational complexity with consistent usability for all users ...

The Starting Point: All Under One Roof

Four subsidiaries, more than 25 company locations, and over 70 representative offices in 60 countries: Bruker Corporation presented itself online not only from but also on many different pages. Anyone seeking a comprehensive overview of the diverse products and services in analytical measurement technology would find—depending on their perspective—plenty of material on the group’s four division websites. Or, alternatively, an almost overwhelming amount of information: each website alone contained between two and three thousand pages. The most important decision on the path to greater transparency and structure was that all of the group’s business units should be accessible via a single URL—without this increased complexity compromising the new site’s user-friendliness. A key task forpunkt.dewas therefore to use the relaunch to organize and categorize the complex structures and scattered information and make them optimally accessible. 

The Challenge: Migration Without Losses 

How can data from the four source systems—all with different customizations and versions—be consolidated as efficiently as possible on the new site in no fewer than nine language versions? It was clear that manually transferring the extensive content and data would be extremely time-consuming for the online editors. Using migration scripts, the team atpunkt.destepped in to assist the editors and automatically migrated selected pages. The result: quite impressive…

The Solutions: GEO-IP, “Related Content,” and Less Work for Editors

Through various entry points, cross-links, and a dynamic menu, the complex information architecture of the new site is presented in a clear and compact manner. Additional information is organized according to the “related content” principle: Clicking on individual products from the extensive product range displays relevant news, events, or downloads. To ensure that the linking of individual content occurs automatically in the background,punkt.dehas made all pages and entries categorizable. This allows editors to easily tag new entries and add additional categories. “Many of our customers come from the scientific community and want to obtain detailed information before contacting us. This presents us with the challenge of providing every user with a comprehensive range of information—as accessible as possible and tailored to their specific interests and questions,” explains Dr. Thorsten Thiel, Director of Marketing Communications at Bruker Corporation. The success of the new website is measurable, according to Thiel: “Through our collaboration withpunkt.de, we’ve achieved this, as we can see very clearly in sales by the number of leads generated online. To be honest, we did not anticipate to this extent that online communication would be such a powerful sales channel and would be used so intensively by our customers for our complex systems in the B2B segment.” 

For visitors to the site, the integration of geolocation software offers several advantages; for example, by providing relevant news or event notifications based on GEO-IP, and by linking the product selection to information about the nearest company location where that product is available. Since the user’s IP address triggers a location-specific contact form, messages are also forwarded directly to the local contact person rather than first being routed to a central office: this represents a gain in efficiency for the company, while customers benefit from faster processing of their inquiries. “In digital marketing, the clock ticks faster. Today, no one wants to wait several days for a reply email or a callback. At the same time, reducing response times is no trivial task for a company of our size and given the complexity of the inquiries. Technically, punkt.de has created the ideal conditions for efficient sales processes for us. A clear advantage in terms of speed,” says Thiel.

Responsive in Five Weeks

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