As early as 2015, Futian Group encountered the problem of website cluster operation during the period of rapid business expansion, with the help of the large-scale CMP website group management system built by Wanbo Situ, the dilemma of slow update and difficult maintenance of the official website of Futian and its sub-brands was effectively solved, and one account can easily realize the unified and comprehensive management of all websites, empowering brand marketing support.
Based on this excellent cooperation experience and satisfactory delivery, in 2022, Foton Group put forward the high-end development goal of the official website, and handed over the important task of this revision to us. In response to the customer's clear goal of luxury and practicality, we verified the creative inspiration and design practice in repeated thinking, and finally successfully unlocked the new look of Fukuda's official website, let's take a look.
Project Background
Since its launch, the official website of Futian Group has only undergone simple local fine-tuning, and it is difficult to adapt to the rapid iteration of the group's products, whether it is the visual style, content layout or the underlying technical foundation. In the process of browsing and using the official website, users have poor experience and unmet needs, which profoundly affects marketing conversion and brand image. In order to achieve a new round of market expansion, it is urgent to revise the official website and release the potential of commercialization.
Project implementation
(1) Discover problems
1. The page is complicated, and the vision is difficult to focus
Due to the lack of overall maintenance and optimization, the new content on the official website is just randomly piled up on the page, and the card size, shape, tone, and style are very different, and the overall coordination is poor, resulting in scattered pages, a strong sense of fragmentation, and the key points cannot be seen intuitively, giving people a poor impression.
2. The interaction is blunt and lacks human care
Clicking on a single product selection is blunt, making users unsure whether the click is successful, the page hovering navigation cannot be kept at the top, and it needs to be pulled back repeatedly, and the corporate honor can only be viewed through the timeline jog...... All of this has invisibly increased the burden of visits.
3. The page logic is weak and lacks a closed loop
For example, clicking on the product on the page of the whole car series will jump to the home page of the subgroup, clicking on the car purchase support but jumping to the appointment for a test drive, and sometimes even repeatedly locating to the same page, affecting the user experience.
(2) Marketing analysis
As a marketing official website, the revision of the website of Futian Group must be based on user analysis, and it is found that the website user group is mainly divided into two types of consumers: C-end and B-end. Specifically, the C-side focuses on products, services, and maintenance policies, while the B-side focuses on information flow, focusing on corporate strength, honor, technical support, partners and other information.
According to the SICAS behavioral consumption model in the digital era of mobile Internet proposed by DCCI (Internet Data Center), consumer behavior needs to be generated through mutual perception (sense) - interest & interaction - link establishment & interactive communication (connect& Communicate) - promote action (action) - diffusion sharing (share) five processes, among them, the marketing official website plays an important role in the marketing closed loop, planting grass exposure, retaining capital and pulling weeds.
In the perception link, the overall atmosphere of the official website's copywriting, design, video, sound and picture gives consumers an immersive feeling, so as to improve their favorability of the product; the interest and interaction link is product-oriented, from the strength data, products, services to activities to guide users to explore in depth layer by layer; the in-depth link interactive link breaks through the content and sales barriers through the navigation bar, shortcut entrance, and bottom retention column; at the same time, pre-purchase consultation and full retention tracking are also set up, so that the product value can be perceived throughout the purchase process.
(3) Revision strategy
Combined with the brand marketing needs and user functions, we conceived the revision strategy of the official website of Foton Group:
1. Product marketing orientation
In the era of PC Internet, to a certain extent, the official website is as important as the offline store, and it is an important base for product marketing. Through the introduction of LBS positioning service, personalized product and content recommendations are made according to the geographical location of consumers, products that are more in line with local consumption trends and characteristics are prioritized, and information of dealers and service providers near consumers can also be displayed, so as to seize users' attention time and improve retention rate.
In the original official website, the product detail page has a lot of content but does not perfectly reflect the product advantages, after establishing the product marketing orientation, we added a new navigation bar at the top and rearranged the selling point atlas. In order to facilitate consumers' purchase, the model comparison function is also added, which is to shop around from the perspective of price, technology and function, and also correlates with the latest promotional activities of specific products to stimulate consumers to place orders with multiple touchpoints.
2. Strengthen information attributes
The original official website lacked an entrance that could meet the needs of users to actively search for information, and users could only passively wander around among the choices provided by the website, which was the main reason for the loss of users and the low conversion rate. In order to solve this problem, we have simplified the existing content, on the one hand, by optimizing the overall visual and website architecture to reduce the information density and liberate the burden of browsing, and on the other hand, we have added a product screening function on the homepage of the hall to provide multi-dimensional sorting of brands, car series and models, so as to provide users with data reference.
(4) The plan is implemented
Combined with the brand marketing needs and user functions, we conceived the revision strategy of the official website of Foton Group:
1. Sort out the structural framework and remove browsing barriers
In the original official website structure, the definition of brand and product navigation categories was unclear, the logic of the sub-parent column was chaotic, and there were invalid navigation. After sorting out the functions and positioning of each column, we integrated the overall architecture with key content-driven navigation categories, put away the unimportant functions of the page, and alleviated the browsing obstacles caused by too much information on the page. The content of each column is displayed at a flat level at the top, which is convenient for users to quickly switch and effectively increase the amount of strength exposure and user conversion retention.
2. Improve interactive feedback and improve website recognition
Rich feedback animations (button trigger effects, pictures, text settings, entry animations, etc.) enrich the visual hierarchy and agility. In order to facilitate user browsing, the new version of the official website supports hidden folding, and the interactive experience is more refreshing.
3. Establish maintenance standards to reduce operation and maintenance costs
In order to help marketing decision-making, we have introduced the heat map function to record clicks, bounces, and stay nodes in real time, and leave traces in the background to empower the content layout.
The number of products and brands under Foton is huge, but there are large differences in parameter classification and description, which increases the difficulty of user search and later maintenance. To this end, we have established a unified product library according to brand, car series and model, which supports multi-dimensional search and comparison, which greatly reduces the difficulty and time cost of operation and maintenance.
In addition, in response to the problem of adding and editing topics, we have also tailored the function of the special activity page, which can easily adjust the layout order and topic content after the unified layout, and lower the threshold for operation and maintenance.
4. Optimize visual collocation to create a fashionable temperament
As the last part of the project implementation, the visual landing is related to the embodiment of the project effectiveness and brand temperament.
(1) Color
Extract the color of the Foton brand to re-match the color, convey the sense of science and technology, power and modernity with dark tones, lay the overall emotional atmosphere, and match the brand blue as the highlight color, there is still a contrast between the light and dark colors of the two dark colors, and the white text constitutes three levels, which is visually attractive.
(2) Layout
In this design, a more lightweight layout design is adopted, no need for dividing lines, only through large spacing, the contrast of animated pictures and text to build a clear visual level, long scrolling pages one screen to the end, with card design, graphic video, interactive effects integrated with each other, to strengthen the user's sense of substitution. In terms of text layout, clear and intuitive headings and blank spaces are used to perfectly present the content and quickly attract users' attention.
Project Outcomes:
1. New vision awakens a sense of substitution
The upgraded official website has both a sense of dynamics, design and a sense of luxury, and a richer visual level, which is more in line with the brand's people-oriented, technological and international style, which not only opens up the market and consumers' imagination of the brand, but also allows users to feel the excellent product performance and brand strength of Foton Group in the immersive browsing experience.
2. Column reorganization increases ease of use
According to the current situation of Fukuda's business, the characteristics of each column and user behavior habits, the navigation link is re-planned, and the top navigation bar is reduced from the original 7 to 4, and the browsing path is more intuitive, saving the cost of user exploration, and can locate the required content more quickly.
3. Multi-dimensional exposure to meet needs
The homepage intelligently recommends products and store information according to the user's IP location, and can also go to the retention page at any time in the process of browsing different pages, etc., which are all efficient and heart-warming designs based on full consideration of demand scenarios.
The revamped official website deeply excavates the needs and scenarios of customers, which has improved both face and lining, which in turn helps the brand value to be seen and understood by more users, and then helps business transformation. The new version of the official website has also narrowed the distance between the brand and life, from car use to life, providing a larger space for storytelling, so that the concept of "people, cars and life interconnection" can truly be implemented.
About us
Since its establishment, Wanbo Situ has focused on the construction of corporate brand equity, by providing three major businesses: big data visualization products, big data visualization customization, and brand digitalization, and personalizing and updating the brand from the perspective of bottom construction, visual presentation and content cultivation, it has helped 800+ enterprises to spread brand voice and tell brand stories for more than ten years, and successfully expanded the brand's presence and influence in the public's mind.