Anixter's global online redesign increases traffic

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By Fara Young

Anixter Inc., a global distributor of wire and cable security products and supply chain services, in November rolled out redesigned versions of its U.S. and U.K. Web sites. The company also plans to unveil about 30 additional country sites, said Yuval Niv, Anixter's Web manager.

Anixter, which led the redesign in-house after talking to outside developers, dedicated 10 months to restructuring the Web sites, focusing mostly on navigation and layout. "We tried to do it very, very simple so people feel comfortable," Niv said. "In this industry, you try not to be too trendy or snazzy, so we wanted a clean, crisp design."

Anixter created a content management tool to ensure a consistent message on its international Web sites. The tool allows each country's Web site to directly translate its content from the other Anixter sites (making any necessary regional product line changes) while still maintaining the same look and feel. Niv said customers especially like the new feature that allows them to request more information from an Anixter representative.

"We looked at the data from the old Web site and saw what people were clicking on and looking for and made it available on the new [Web sites]," Niv said. As a result, Anixter has seen the number of online requests for information almost triple since the redesign. Plus, about 10% to 20% more visitors have come to Anixter's Web sites since November. As part of the next phase of the redesign, the company plans to roll out a portal that will allow clients to view contracts, check availability of products and track their orders.

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