Case: How Ambu drove a 46% traffic increase and won (many) more warm leads

Ambu came to us with a challenge: "Can you create a new global website that generates more leads and increases engagement from customers and investors? You have 100 days."

We said yes!

Who is Ambu?

Ambu is a global company that develops, manufactures, and markets medical devices for hospitals and emergency services.

As part of a new digital strategy, Ambu’s existing website was deemed unsuitable for supporting their ambitious goals. The site had several critical issues:

The content was created by Ambu’s subject-matter experts and had become too company-centric.
Ambu’s Dynamicweb platform was outdated.
The design did not work properly on mobile and tablet devices.

Business goals

More website visitors
More leads
Increased engagement from customers and investors

Design and content

User-centered content structure and product presentation
Design optimized for desktop, mobile, and tablet

Technology

Efficient management of 300 products in 10 languages
Centralized design and content management with options for local customization
Easy updates for local editors
Scalable CMS
Seamless support

Prototyping

Rapid prototyping created a shared understanding

From the very beginning, Ambu’s Senior Corporate Online Manager, Mette Werther Ahm, focused on design and user experience. Within just two weeks, we developed a clickable website prototype that created a shared understanding of content and functionality.

The prototype made it possible to quickly test hypotheses about design and functionality — and gave all stakeholders a clear picture of what the new website would look like.

"twoday initiated a fast and flexible design process. The clickable prototype was easy to share across the organization, enabling everyone to provide input and gain a shared understanding of what we were building."

Mette Werther Ahm
Senior Corporate Online Manager, Ambu

Dynamicweb hit the sweet spot

Ambu considered EPI Server and Sitecore as potential CMS platforms but ultimately decided to upgrade their existing Dynamicweb platform to version 9.

Dynamicweb 9 brought together content, product catalog, PIM, and online marketing — all within a single platform.

All websites on one platform

Ambu had more than 55 different websites for markets, products, themes, and campaigns, which made updates and search engine optimization both difficult and time-consuming.

Ambu wanted to consolidate everything into one unified platform.

Dynamicweb’s language management made it possible to create a single global website that served as the master for all 10 language versions — with content, product ranges, and language adapted to local markets.

With Dynamicweb’s user management, Ambu’s headquarters could assign permissions to local editors so they only saw the content relevant to their market. This improved oversight and minimized the risk of errors.

PIM became the 'single source of truth'

A single product in Ambu’s portfolio could consist of more than 100 content elements — texts, videos, images, specifications, files, and more.

Some of these elements needed to be inherited directly from the global website to all language versions (for example, images), while others required translation or local adaptation (such as text and downloads).

With 300 products to be versioned into 10 different languages, Ambu’s editors needed a strong and efficient tool. The choice fell on Dynamicweb PIM (Product Information Management) — an affordable alternative to traditional PIM systems.

Dynamicwebs PIM served as a true single source of truth, where all product data was created and inherited across variants, product groups, and languages.

"I feared strong resistance from the local editors after the Dynamicweb upgrade — only IT nerds get excited about using new software. But the resistance never came, because everything is so much easier with PIM in Dynamicweb 9,” says Mette Werther Ahm.

Espresso saved valuable time - while giving us complete design freedom

To meet the tight deadline, we built the website using Espresso — a collection of flexible design templates for Dynamicweb. This saved valuable development time and gave Ambu the design freedom they had been missing on their old website.

"In the past, we were dependent on our web agency whenever we needed a new template. The freedom to build pages with Espresso — without design limitations or the need for technical support — is something I haven’t experienced in any other CMS. It saves us a lot of money,” says Mette Werther Ahm, Senior Corporate Online Manager, Ambu.

The result

The results 365 days after launch

The result is a global website that communicates complex information in a clear and accessible way to customers, the press, and investors. At the same time, Ambu’s internal workload has been significantly reduced. They now have a scalable platform that can support the next stage of their digital development.

"Our collaboration with twoday is Jutlandic in the best possible way — straightforward, honest, and efficient. I really appreciate having direct access to the developers and not being billed for endless project management hours,” says Mette Werther Ahm.

Ambu website in numbers 365 days after launch

+57%

sessions longer than three minutes

+63%

product and investor material downloads

+46%

number of visitors

-9,5%

bounce rate

+84%

views of product videos

+513%

downloads of Clinical Studies

3-digit

consultant visit requests
(Unfortunately, we can’t disclose the exact number)

4-digit

product quote requests
(Unfortunately, we can’t disclose the exact number)

Want to know more?

Flemming would love to hear from you — whether you’re planning a new project or simply need advice on how to generate more (warm) leads.

Flemming Klausen
UX & Creative Director
+45 32 26 68 05
E-mail

How Ambu drove a 46% traffic increase and won (many) more warm leads