In the competitive arena of industrial technology, where efficiency and precision are paramount, Advanced Energy Industries Inc. is setting a new standard in digital commerce. Fourteen months after launching its revamped digital commerce platform, the company is moving into the next phase of its digital transformation focused on streamlining product selection for its clientele. Specializing in power conversion, measurement, and control technologies, Advanced Energy is taking significant steps to simplify the user experience on its website and enhance customer engagement.

Rajiv Kommineni, the vice president of web experience and e-commerce at Advanced Energy, emphasizes the goal of creating an intuitive user experience. “Our website’s intuitive user experience allows customers to quickly find products, learn about applications, and access real-time support from technical experts,” he states. This commitment to a seamless online journey positions Advanced Energy’s website as a leading destination for product discovery, selection, ordering, and support in the realm of precision power conversion solutions.

In August, the company unveiled its newly revamped website, complete with extensive product data and resources designed specifically for its users. The site features intuitive navigation, guiding users not only to product pages but also to valuable design-focused content, including technical specifications, application notes, and development tools. This aligns with the company’s strategic initiative to consolidate multiple websites and brands into a unified digital presence, branded as “One AE.”

By creating a centralized platform, Advanced Energy facilitates easier access to a diverse portfolio of power conversion solutions, ranging from AC-DC and DC-DC converters to high voltage and industrial measurement products. The new website boasts improved search functionality, enabling engineers and customers to pinpoint suitable products quickly through filtering options based on parameters and keywords. This functionality is vital for customers in fields as varied as semiconductor fabrication systems and medical applications, which typically demand precision and reliability in product selection.

Moreover, users can now create personalized dashboards tailored to their specific needs, further enhancing the site’s usability. “This unified ‘One AE’ website simplifies the product selection and comparison process for a wide range of technologies,” Kommineni adds, highlighting its versatility and user-centric approach.

As part of its continuous improvement efforts, Advanced Energy plans to expand its online product catalog to over 1,000 items in the near future. This expansion will coincide with efforts to streamline the checkout process, catering not just to mass-production orders but also to smaller quantities ideal for prototyping. These enhancements reflect the company’s commitment to meeting the evolving needs of its customers—helping them make informed decisions quickly and efficiently.

While the digital transformation journey has been promising, it has not come without its challenges. Advanced Energy recently reported a revenue increase, posting $364.9 million for the second quarter, up from $327.5 million in 2022. However, the company saw a drop in net income, which fell to $15.02 million compared to $27.44 million in the previous year. Despite this decline in net earnings, Advanced Energy’s new website has garnered substantial attention and praise from both its industrial and medical customer bases. CEO Steve Kelley noted during a recent earnings call that web traffic has tripled over the past year, leading to a significant uptick in inquiries converting into design wins.

The launch of Advanced Energy’s enhanced digital platform under the “One AE” brand illustrates how companies can effectively utilize e-commerce to gain a competitive edge in their industry. The emphasis on simplifying product selection, streamlining ordering processes, and providing robust technical support reflects a strategic shift toward customer-centric service in a B2B landscape increasingly defined by digital interactions.

This case serves as a compelling example for businesses aiming to navigate their digital transformation journeys. By focusing on user experience, targeted content, and a streamlined purchasing process, companies can not only attract new customers but also enhance relationships with existing ones. The results speak for themselves, as evidenced by Advanced Energy’s growth in web traffic and design wins.

Overall, Advanced Energy’s bold move toward a comprehensive digital strategy reinforces the importance of aligning technology with user-centered design. The company continues to evolve and thrive in a challenging marketplace, setting a noteworthy example of how digital commerce initiatives can lead to outstanding operational performance and revenue growth.