Case IH: A new website starting from Personas, for 18 markets
Objectives
- Renew the corporate website to consolidate Case IH's positioning in Europe as a leader in innovation and technology
- Strategic communication to present products consistently
- UX optimized to maximize conversion
Our work
- Workshops with key markets to define European personas
- Content Architecture based on the most important needs
- Design of targeted pathways to increase lead generation
- Consulting for migration to a new platform and rollout management across 18 markets
- Support to develop additional components to enhance user experience
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First step: the workshop.
We managed a workshop with 3 main markets and dealers to identify the specific needs of European personas.
- Definition of two personas for each market with focus on role in the purchasing process, needs and possible solutions
- Identification of a common scenario across European markets with specific evidence for each country
Results: this approach allowed us to have a clear idea of the target and to optimize content to facilitate conversion and strengthen Case IH's digital presence.
Content Architecture
- Redefinition of content architecture starting from HP, for a user experience closer to the Personas' needs
- Product page UX optimization to facilitate access to key content such as features, brochures, testimonials, configurator, pre and post sales services
Lead Generation Optimization
- Flexible management of modules for the landing pages, also for local market campaigns
- landing page layout optimization, for example using modules with in-page pop-up insights, clear CTAs distributed to facilitate conversion, and slideshows to highlight reviews
Rollout management and consulting
- Consulting on migration to a new platform for an effective rollout management across 18 markets
- Testing of new components to ensure a smooth and intuitive user experience
- Creation of specific pages for local markets using existing modules, to maintain consistent communication in the digital ecosystem
