Komatsu

premiumlexicographerInternet and Web Development

Dec 8, 2013 (3 years and 4 months ago)

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Komatsu Forklift

Website Audit

and Strategic
Recommendations

State of Play

Currently, the Komatsu Forklift website is

a resource for:


Specifications and details about the product range


Services profiles


Company profile


It also publishes some changing lists of:


Job Opportunities


Used Forklifts


State of Play

The
home page provides


Global navigation


A promotional image for a product,



but
not linked to more detail.


A promotional image for their sponsorship efforts,



with
link


A news story,



with
a link to
box.net

"
lightbox
" of
images, without titles or
explanations.


State of Play

Voice


Currently the website is 'broadcasting' information, but not
engaging the customer with the brand.


Graphic User Interface


The user interface is static, in that unless the user follows a
link, the site remains the same.

State of Play


Adrenalin need to look deeper into web statistics to make
recommendations based upon current content.


Adrenalin needs to set benchmarks for traffic for
comparisons.

Recommendations 1

Using the Content management system


We
see several opportunities to make

basic changes
to the
existing website

to
improve Return on Investment by
generating more enquiry and building brand
values.


The Website should be better leveraged to support sales
promotion efforts.


There are opportunities to restructure the
siteplan

of the
website, within the standard functionality of the Content
Management System, to provide better usability, higher
search profile and more flexibility.


Recommendations 2

More graphic collateral


We can help make the website more graphically interesting by
providing additional graphic assets to integrate into the
templates and pages in the form of graphic tiles and
illustrations.


These could include more complicated Flash applets to tell stories or
illustrate key features.


These could be easily integrated into the website as content, without
redevelopment.

Recommendations 3

Orientation


Other than capturing the standard web server stats, the
website is not "listening" to the users in its current
incarnation, missing the valuable opportunity for feedback
and usage metrics that provide valuable insight into customer,
and potential customer needs. We propose to address this.



We suggest the website orient itself more towards solving
problems the customer may encounter as they attempt to
research and purchase a forklift, and to more
vigoursly

encourage them to buy a Komatsu Forklift.

Forklift Finder


We recommend adding a "
Forklift
Finder.”


A walk
-
through tool
that gives potential customers an
opportunity to make some choices based upon their
circumstances: industry, lift requirements, power preference,
special requirements, etc, which would then offer a shortlist
of qualified products.


Additionally
, the tool captures customer use profiles for
marketing, and product planning insight.

MORE PROMOTION!


The
marketing and sales promotion
activity could be
improved with little
effort.


Currently
one quarter of the home page
real estate
is dedicated to the
promotion of the BX50, however the
image does not link through to the
product or any supporting information,

as does the Team
Vodafone

banner.


MORE PROMOTION!

Home Page Promotional Banner Rebuild


New Main Banner, a rotating number of images, each
promoting a
product or service
, and each linked through to a landing page
highlighting the product or service.


Some of these "features" could also include a
sales promotion

angle,
such as a "Free Service Inspection for 3 or more forklifts" as you
promote your service and maintenance.


By creating the rotating 'marketing' banners, you free up the second
marketing banner below the product categories, allowing for
more
space to promote your 'services'

and raise their profile.

MORE PROMOTION!

User Interface Adjustment:


Art direction for the re
-
balancing of those graphic secondary
navigations to the products (and now services) for better
usability, and with more explanation.


This could include a complete revamp of the template as well as the
content, as required.


Our team understands how to provide new graphic assets to the web
developer that fit in with the current templates requirements without
modifying the code if that is the best choice.

The News


Currently
the news tile on the home page is not providing any
marketing
push, only supporting corporate and brand values.


News
is always problematic in that once you add the feature, you have
to guarantee the regular flow of new and interesting information.


The

primary
"News" link in the footer is misplaced with the privacy,
terms and contact links in the footer.



We recommend renaming it an 'Announcements' and reorient it as a
corporate catalogue of information, and separating other more
engaging news items into the new promotion workflow.


A tile replacing the home page ‘News’ section could feature the
'Forklift Finder
' functionality, or another hardworking item.


Secondary Page template


With
the growth of monitor sizes
in the past years, the two column
format leads to excessively long
line lengths, which has a negative
impact on usability
.



We would like to provide new art
direction to to improve text
presentation and include more
contextual cross links to product
and promotion where possible, in
keeping with the home page
redesign
.

Product Catalogue & Copy


The
'three click' product catalogue functions
well, drilling down to product
records with illustration.

We propose to add
“Call
-
to
-
Action”
that
encourages the user to contact a salesman, or lodge an enquiry
.



The page gives a lot of good information about the product, but doesn't
have the promotional or marketing language that succinctly tells the user
how this product can help

them
.



The interim 'sort' page that lists the products in the category could also
include more positioning statements

to inform the user about the
different products, and again, draw them further into the engagement
.


We can solve these problems with web optimised copywriting
, as opposed
to

significant redesign
or restructuring.

Komatsu Services 1


In
our opinion, the services section is undersold. Each service
should have its
own illustrated page
, as well as profile,
benefits statement

and
call to action
.



This will not only reinforce the
marketing

of these elements,
but provide
metrics

to see which services are more trafficked,
and the interest ratio amongst visitors in products versus
services
.


Komatsu Services 2


Search
profile examples (Google 25 Apr 10):


Under 'forklift, Australia', Komatsu comes up
first page
.


Under 'electric forklift repair Australia', Komatsu came

second
page
.


Under 'forklift hire Australia', Komatsu was last entry on
page 4


Under 'used forklift sale Australia', Komatsu was
page 10
.


Better page distribution, copywriting and some additional
optimisation should significantly improve those results
.


Better pagination and presentation would also highlight
benefits and importance of services to customers. It currently
looks unimportant to Komatsu by virtue of comparison to
product.

Database Building


The website can work harder developing leads and integrating
them into CRM workflow.


The database can be contacted by Electronic Direct Marketing
(
eDM
) and develop a second channel to converse with your
market.

1. Home Page Art Direction


New
rotating promotional banners


New product and services direct navigation


Modified primary and footer navigation


Style Guide


2. Secondary Page Art Direction


3
column format


More promotional cross linking


Contextual secondary navigation


Improved typography


Style Guide

3. New Site Plan


discrete
pages for Services,



landing
pages for promotional items



more
opportunities to place enquiries.


4. Forklift Finder


Functional specification for Forklift Finder application


5. Rotating Promotional Banners


Functional specification for rotating promotional banners, and
associated landing pages (technical approach to be
determined upon further technical briefing on website
functionality)



Graphic Assets


Copy and graphics for landing pages

6. Copywriting


Web
optimised copywriting for Services

pages.


Product Profile extensions
towards more persuasive brand
orientation, benefit highlights
and calls to action
.


Promotional pages content.


7. Analytics


Review server statistics and set benchmarks for traffic.


Additionally et
-
up

Google
analytics to track progress through
the website, and usage patterns.



Provide guidelines for monitoring web server statistics to gain
insight into user
patterns
of interest.


8. Lead Capture


Develop opportunities to gather queries on the website, with
additional metrics as possible.


Manage and develop database with prospects via
eDM
,
Website, direct marketing and sales promotion.

New Opportunity


Once
the website is restructured to reinforce and support the
efforts, Adrenalin can do what we do best, and leverage the
website to support

ongoing marketing
and sales promotional
efforts.


With the renovated design, we will be able to provide a 'set'
of content items that can be inserted into the content
management system to populate the promotional 'slots'
available on the
website: Concepts, copy and images.


Email Direct Marketing efforts can start as we develop our
prospects database.


Different Levels of Activity


We can simply highlight and promote web features to
reinforce benefits.


We can create content to generate registrations of interest to
develop a database of leads.


We can run web oriented or integrated on and offline sales
promotions.


We can drive traffic to the website, or topical landing pages
through promotional efforts.


We can send out
eDMs

that drive users back to the website
for information