Website Management
Created a network of 22 linked websites
One central website populates all the daughter sites allowing content to be shared instantaneously.
System gives control of site uniformity across europe while giving local admins the possibility to create their own content.
A splash screen when visiting the european page allows users to select the most appropriate site.
Each of the linked sites receives shared news, technical data, and new product uploads. The information is shared hidden however to allow for translating before it is made visible. CMS users receive am email alert as well as seeing the new content in their homepage after logging in.
All CMS sytems are available in multi languages allowing local users to mange the site in their own language.
Some site also feature dual languages so their CMS systems have dual entries for each piece of content to accommodate this..
On the front end, users can select their preferred language on any page by using the language selector tool at the top of each page.
Google analytics show that despite severely reduced promotion, the European website network attracts over 100.000 unique visitors every month.
Management of technical data
Technical data changes very frequently. This caused an issue as different local admins would update at different times so users could be presented with conflicting data. To resolve this I overtook the function centrally. One data upload populated all sites ensuring completeness and accuracy across europe. The system allows for referring back to previous data uploads to roll back any changes in case of unintended consequences.
Responding to local users requirements for additional functionality
Uniformity does not mean that local needs could not be reflected. For example, the German sales team asked for consumer ratings to be added to the website as testing is very important in Germany.
On each product page, the most recent rating for the tire is shown along with a link to all ratings for that product. The overview page also shows the aggregate score for the product.
Using the website to further sales aims
Added a function to show loyalty program dealers when users searched for a dealer. These program members generally would have a better stock and would not try to switch sell a consumer.
Additionally, for the loyalty program member, displaying their store first in search results, irrespective of geographic proximity, gave them additional prominence. This was another benefit which the salesman could offer if a dealer elected to become a member.
Using the power of Google
Each search result contains a link “More Details” under each dealer. Selecting this displays the Google Places information for this location.
Where Google has the business as a ‘Place’, it has a rating for the store along with customer experiences of visiting the store. These are all shown in a pop up window, along with the overall rating.
Different classes of user
A media room was built, bringing together all pr information and shareable media. Journalists and customers can register for the site and access, press releases, images of products, logos and company information.
The media room gave local admins the ability to create their own users who could access both information uploaded locally as well as all shared data.
Vehicle data
Most users do not know the size of tire they have but they know what car they drive. To reflect this i had to purchase vehicle data which could be linked to the product range.
By do this, all sites now feature a tire selector by vehicle allowing users to simply find their model of car and be presented with the tires which are suitable fitments for their vehicle
Blogging
Some admins required the ability to blog about local issues. A blog facility was built in to every site to facilitate this.
This tool has typically been used during sponsored events such as the Dakar rally, where hardcore enthusiasts, hungry for every scrap of knowledge follow the blog and keep returning for original information, not available anywhere else.
Website Promotion
Extensive use of Google Adwords (now Ads) to promote the sites. Experimented with different keywords and audiences. Conducted A/B testing on messaging. Refined ads as campaigns progressed based on learned knowledge to improve trigger words and their performance against target audiences.
Campaigns
I have run multiple campaigns simultaneously in different countries. Each campaign needed analysis of audience targeted and adjustment of strategy to maximise click through rate from selected audience.
Campaigns included classic search advertisements, Google display network and YouTube search and advertisement.
Triggering
While triggering is an in focus subject today, getting the right phrases to trigger ads has long been a skill.
Even though the keywords were often in a language I do not speak, the key factor was the data underlying them. Understanding the meaning was less important than seeing how the numbers moved.
Analysis of trigger words and phrases to refine keywords used required a clear understanding of the relationship of keyword to target audience. I was able to increase share of voice and click through rate of every campaign from their starting positions.
SEO
Continuous use of SEO tools to improve performance. The choice of hosting all sites on one private server prevented the use of a content distribution network. While Google penalises this choice, the advantages outweigh the downgrading of SEO.
Choices about the websites reflect a balance between the needs of the users with the requirements of Google. Sometimes, a compromised SEO was accepted on the basis that the UX was better for the visitors. In the final analysis, the website has to be good for humans as well as automated bots.