Milwaukee Electric Tool

Company Profile

Milwaukee Electric Tool Corp. is an industry-leading manufacturer and marketer of heavy-duty, portable electric power tools and accessories for professional users worldwide.

Business Situation

To stay competitive, it became clear to the Milwaukee Electric Tool executive team that the existing website needed significant upgrading. The team conducted a web assessment and hosting performance testing to reveal the issues that needed to be addressed.

The hosting environment proved to be unstable and web server performance testing resulted in unidentified crashing issues. In addition, the current website was developed on a platform that proved to be too high of a cost structure for maintenance and future development. Milwaukee Electric Tool approached Maven Wave for a new website and hosting environment.


Maven Wave created a development plan and approached the website in phases to provide a cost-effective, high caliber and flexible solution. The first priority was to focus on lowering the cost structure. The decision was made to replace the existing platform with ASP.NET running on Microsoft Windows server. Another top priority was to upgrade the online product catalog. Maven Wave implemented Microsoft Commerce Server 2007 because it supported rich media such as product images and video demos.

To allow non-technical users the ability to make website updates and to keep costs low, Maven Wave custom-developed an intuitive content management system that controls 90% of the website and provides a wide span of management capabilities. In addition, Google Search Appliance (GSA) was integrated to improve search functionality on the website.

Finally, in an effort to increase user engagement and website traffic, Maven Wave custom-developed functionality that allowed users to enter contests, read and submit reviews, register tools and receive rebates and promotions. This allowed the company to provide a valuable user experience while capturing critical user data to optimize marketing efforts.


The custom solution developed by Maven Wave resulted in a substantial operational cost reduction and reduced monthly hosting fees. Overall, Milwaukee Electric Tool saw a six figure operational cost reduction in year one of site operation on the Microsoft platform. Other results include the following:

  • Reduced hosting costs by more than 60%
  • Reduced operational costs by 30%
  • Improved SEO with an immediate increase in search traffic
  • More than doubled site traffic in users per month
  • 3-year positive trend for a market share shift from ~ 2% to ~10%

Technology Used 

  • Microsoft Commerce Server 2007
  • Microsoft SQL Server 2008
  • ASP.NET/C#
  • Google Search Appliance (GSA)
  • Google free geolocation

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