Case Study

Andersen Windows & Doors uses Threekit to make complex product selection easier

How Andersen partnered with Threekit to turn a complex product portfolio into a guided AI experience grounded in product data, business rules, and real customer needs.

Andersen screenshot
20%+
Increase in progression rate — more visitors moving from arrival to a real product recommendation.
~2×
Conversion uplift when customers actively engage with the AI experience.

Challenge

A catalog deep enough to be a strength — and a source of complexity.

 

“After 120 years, Andersen knows how to build a lot of different things. Even though that customization is a great benefit, it almost becomes more overwhelming than just having standard offerings. You have to help people articulate what they need, then match that for them.”
Julie Benton, Director of Digital Marketing, Andersen

Andersen Windows & Doors has spent more than 120 years building a trusted brand and a deeply customizable product line. That depth is a major reason customers choose Andersen. It’s also what can make the buying journey hard.

Homeowners, architects, contractors, and dealers all need guidance. But they don’t need the same guidance. A homeowner may be looking for inspiration and ideas for windows in a specific room for a big project they’re just starting. An architect may care about design intent and code requirements. A contractor may need confidence in installation. A dealer may need to support the sale.

For Andersen, the priority was bigger than improving a single website tool. The goal was to make the company easier to do business with.

Before Threekit, Andersen’s website tools relied on basic filters. They helped narrow the path, but they couldn’t fully support the nuance of the catalog or the wide range of customer questions behind every project.

Solution

AI Guided Selling, grounded in their own expertise.

Andersen partnered with Threekit to build an AI Guided Selling experience grounded in Andersen’s catalog, business rules, and the human expertise of its sales and product teams.

Customers can describe their project in natural language or use guided filters if that is how they prefer to start. Either way, Threekit helps route them to relevant Andersen products.

This wasn’t AI bolted onto a website. It was a governed product selection experience designed to feel more like a conversation with an Andersen expert.

“I’m really proud of how this came to life. It was a real partnership with Threekit. We wanted to bring the human element. The experience our own sales reps and teams have. So the recommendations would feel like what our own team would deliver in a one-on-one conversation.”
Julie Benton, Director of Digital Marketing, Andersen

As Julie put it in her launch post on LinkedIn:

“This was one of the first generative AI tools publicly launched at Andersen, and we did it thoughtfully. Grounded in real customer needs, strong product data, and a clear focus on ease of doing business.”
Julie Benton, on LinkedIn

Results

Customers aren't just using it. They're moving forward.

Andersen launched in late 2025 with a scaled rollout, then expanded the experience across more digital surfaces after validating performance.

Early results show that customers aren’t just using the experience. They’re moving forward.

20%+ increase in progression rate

More visitors moving from arrival to a real product recommendation.

Nearly 2x conversion when users engage

When customers ask questions and interact with the experience, they’re much more likely to take the next step.

Stronger engagement from early-stage homeowners

Especially from people who know the project they’re trying to solve, but don’t yet know the product they need.

New visibility into customer demand

Andersen can now see the questions people ask, the projects they describe, and the selection patterns that were previously harder to capture.

What this unlocks

From a complex catalog to a guided conversation.

For Andersen, the work wasn’t just about launching an AI tool. It was about building the right experience, with the right data, in a way that could keep improving.

Product expertise, available at every step

Threekit helps Andersen bring the judgment of its sales and product experts into a digital experience that can guide customers whenever and wherever they begin.

Two ways in, one quality of guidance

Some customers want to type what they need. Others want structured filters. Threekit supports both, while keeping the recommendation logic consistent.

A safer way to bring AI to product selection

The experience is grounded in Andersen’s catalog, data, business rules, and moderation requirements, giving customers flexibility without turning product guidance into a free-for-all.

A live customer feedback loop

Andersen now has a clearer view into what customers ask, where they hesitate, what products they gravitate toward, and where the catalog or content needs to be sharper.

"A huge thank you to our partners at Threekit for being true collaborators. From AI training and data modeling to UX and ongoing optimization, this partnership helped us move faster and smarter."

julie benton
Julie Benton
Director of Digital Marketing, Andersen
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