Skanska’s website is tailored to both customers, suppliers and candidates

Background

Skanska has a website that includes many different pages and targets multiple audiences – partners, customers, suppliers, and job seekers. The homepage features a wide range of content, ranging from careers to products such as asphalt and concrete. Therefore, there is a significant need to meet the visitor and direct them to the relevant section as clearly as possible, without creating unnecessarily long click paths. To achieve this, they have implemented rek.ai.

Objective

One of the goals was to improve the user experience of the website. Ongoing web surveys are conducted to gather visitor feedback, and one recurring response was the difficulty in finding the right content. By promoting recommended pages and enhancing the search function with AI, they aim to facilitate each target audience’s navigation.

Solution

• Dynamic pages that promote links tailored to each visitor.
• Related news to encourage further reading based on visitor interests.
• New search function that provides page suggestions directly using AI.

Results

After implementing rek.ai solutions on several pages of the website, Skanska has improved the accuracy in reaching different target audiences. The homepage is now dynamic and adjusts its content based on the visitor – if a student enters, they’re recommended career pages, while if a customer visits, pages on asphalt facilities, for example, are presented first. Moving forward, Skanska will continue analysing statistics and further developing the website where they see the need for AI.