Website relaunch for Volkswagen
When we relaunch a website, we work together with the customer as part of a continuous process. Given the increasingly sophisticated nature of online marketing, considerations such as user experience are also becoming ever more integral to success. For global businesses like Volkswagen, in particular, international SEO plays an increasingly important role in the design of websites.
Our task: Optimization of the Volkswagen Car-Net microsite
The Volkswagen Car-Net services enables a number of important vehicle functions to be accessed via app. As a first step, the existing website for these online services was to be analyzed in detail with regard to presentation and content. As part of the scope of this phase of the project, we sought to explore all possibilities for optimizing the website, paying particular attention to user navigation and SEO. Another challenge was to take into account the special technical framework conditions. This included special VW templates and content management via the Adobe Experience Manager (AEM).
Our solution: redesigning the website and restructuring the content
Volkswagen uses the Car-Net microsite to provide its customers with comprehensive information about services and apps. Since the site is intended to offer VW customers a very high ease of use, our focus lay particularly on creating an appealing user experience. As such, when it came to the relaunch, we began by analyzing all existing user journeys and optimizing the navigational structure based on the results. In addition, the entire website was subjected to a comprehensive SEO analysis and recommendations for action derived, including in the area of international SEO. Search engine-optimized maintenance of all content in the content management system was carried out for all relevant countries and languages.
The result: combination of SEO with usability
As a result of our measures, user navigation was significantly improved, yielding a noticeably higher conversion rate. The relaunched microsite was also also much more successful at generating user interaction in general, and our onpage search engine optimization improved the external findability of the website. Since the platform was required to go live quickly across a number of target markets, a smooth rollout was of particular importance. Thanks to the optimization of the content master, we were able to guarantee that this went without a hitch.