Fourteen months after launching its new digital commerce platform, Advanced Energy Industries Inc. is transitioning from the initial phase of its digital transformation to a new initiative aimed at streamlining product selection.
The company specializes in power conversion, measurement and control technologies. It is now focused on simplifying the comparison of products across industrial and medical applications, as well as complex power delivery systems for semiconductor fabrication.
“Our website’s intuitive user experience allows customers to quickly find products, learn about applications, and access real-time support from technical experts,” said Rajiv Kommineni, vice president of web experience and ecommerce at Advanced Energy. “By providing a seamless, fast, and frictionless online ordering process for samples used in evaluation and testing, AdvancedEnergy.com is the go-to destination for end-to-end product discovery, selection, ordering, and technical support of precision power conversion solutions.”
How Advanced Energy approached digital transformation
In August, the company launched a revamped website featuring extensive product data and resources. The site’s intuitive navigation leads users to design-focused content, such as technical specifications, application notes, development tools and inventory information.
The first phase of Advanced Energy’s digital transformation involved consolidating multiple websites and brands into a unified online presence under the “One AE” brand.
“This consolidation brought together a diverse portfolio of power conversion solutions (AC-DC, DC-DC, high voltage, configurable) and industrial measurement and control products under a single platform,” the company said.
The new website boasts enhanced search functionality, allowing engineers to quickly find suitable products by filtering parameters and keywords. Users can also create a personalized experience, complete with a customized dashboard tailored to their specific needs.
“This unified ‘One AE’ website simplifies the product selection and comparison process for a wide range of technologies, from industrial and medical applications to complex semiconductor fabrication systems,” Kommineni added.
Looking ahead, the next phase of the platform’s development will focus on expanding the online product catalog to over 1,000 items, adding more content, and streamlining the checkout process. This includes not only mass production orders but also smaller quantities ideal for prototyping.
In its latest financial report, Denver-based Advanced Energy posted revenue of $364.9 million for the second quarter, up from $327.5 million in the same period last year. However, net income fell to $15.02 million, compared to $27.44 million in 2023.
“Our new website has been well-received by both industrial and medical customers,” CEO Steve Kelley noted during a recent earnings call. “Web traffic has tripled over the past year, and more inquiries are converting into design wins.”
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