The Situation
Generac, the world’s leading manufacturer of home standby generators, has long been at the forefront of addressing power reliability challenges. As the global reliance on electricity grows, the pressure on the nation’s electrical grid has surged, resulting in a 64% increase in power outages since the early 2000s. With no immediate relief in sight, the need for dependable energy solutions has never been more critical.
In response to these growing demands, Generac has set out to revolutionize the industry. Their vision is to be the leader in providing resilient, efficient, and sustainable energy solutions. Over the past five years, the company has strategically expanded its portfolio through more than 15 acquisitions. This growth has allowed Generac to diversify its offerings beyond traditional generators, incorporating solar batteries, smart thermostats, EV chargers, and energy-as-a-service solutions. All these innovations are seamlessly integrated into a unified ecosystem, empowering homeowners and businesses to gain greater control over their power needs.
Our Approach
We embarked on a comprehensive project to help Generac reimagine their digital customer experience (CX). We began by setting a bold vision for the future of their CX—a dynamic and flexible system that would exceed customer expectations and continually elevate industry standards. This vision was brought to life through a new enterprise website strategy, content, design, customer journeys and emails.
- We crafted the experience strategy from consumer and competitive insights, informed by an SEO audit, analytics assessment, and competitive deep dive to understand customer needs, behaviors, best practices and competitive pressure.
- We developed a modular design system to allow for rapid iteration and a delightful user experience. The system was designed to smoothly transition from a minimum viable product (MVP) to a mature, future-ready phase, accommodating both current and evolving customer needs, emerging energy trends, and Generac’s business objectives.
- We created a technical vision and sprint roadmap to guide the project’s execution, identifying key milestones and dependencies along the way.
- We anchored the new experience with a thoughtful measurement strategy and tagging approach, creating helpful dashboards to illustrate quick trends and performance insights.
The Solution
The new Generac.com effectively introduced the modern Generac, yielding a significant 286% year-over-year increase in organic traffic to the homepage alone. Enhanced lead generation efforts provided personalized, step-by-step instructions, which led to a 45% decrease in cost per lead. By prioritizing customer solutions over products on new landing pages, we boosted relevancy and achieved a 20% year-over-year decrease in the organic bounce rate. Additionally, we leveraged Generac’s existing strengths to expand into new categories, developing new customer journeys and email communications that nurtured leads into sales, leading to a remarkable 400% increase in engagement. In under a year, Generac transformed its digital customer experience, embodying its leadership position in the energy technology industry.