30x increase in leads with extensive customer research

Over the course of a four-year engagement BOL helped Honeywell HPS plan and launch a new Global Internet Presence to drive revenue, act as a business enabler, create competitive differentiation and a lower cost to serve.

This resulted in a 30x increase in annual lead volume from the website, deeper understanding of customer needs and expectations, and a world-class online presence ready to meet the needs of Honeywell customers.

The Challenge

Honeywell Process Solutions, a division of Honeywell Automation and Control Solutions (ACS) was embarking on a project to revamp its Internet presence, with a phased launch of a new, global multi-language marketing site. At the same time, Honeywell was undergoing a transformational paradigm shift, recognizing the potential of the Internet to support their growth and penetration of key markets like refining, oil and gas, pulp, paper and printing, power generation, chemicals, life sciences, metals, minerals, and mining.

The vision was to strategically serve a varied set of external, global audiences, including prospects, end-users/customers, channel partners, and media. The new site would also serve the interests of internal stakeholders, such as sales, marketing, customer support, training, channel sales and marketing communications.  With low lead quality and quantity, little competitive differentiation and a high cost to serve, the HPS team was seeking a partner who could drive this mission-critical initiative and help turn its online presence into a global, integrated marketing, eCommerce, and customer support site that met the needs of international stakeholders while maintaining a common user experience.

The Strategy

BOL’s proposal entailed extensive work that included implementing an effective solution for multiple languages and localization, e-commerce and online support as well as establishing a strong foundation to support Honeywell’s long-term strategy. 

To align internal stakeholders, we conducted deep research into the profiles, needs, and expectations of the B2B e-commerce user including first-hand research with HPS customers, competitive research, surveys, and interviews. BOL then developed wireframes and conducted on-site user experience testing based on personas that were developed in the initial phase, consolidated websites from over 50 domestic and international sites to two, and successfully planned for evolution and integration of technology.