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Website upgrades & migrations:
Improving the customer experience, business processes and lead generation
Improving the customer experience, business processes and lead generation
The upgrading of kieurope.com on two occasions between 2014 and 2020 each involved extensive collaboration across local teams, the digital marketing team at the parent company in the USA, and their web development and content management partners. Input and feedback was also regularly sought from the target audience, sales teams and PR agencies.
Extensive benchmarking and research was also conducted throughout to ensure the new version of the website met and exceeded market expectations, including details such as product information, care and maintenance instructions, environmental information, up-to-date brochures, imagery, CAD blocks, case studies and video content.
The end result of each migration was better calls-to-action and lead generation, offering site visitors with sufficient information to nudge them to the next stage of their customer journey. Landing pages and easy to navigate menus brought visitors from SEO-driven Google traffic, social media and email marketing campaigns.
Original: pre-2014
Original: pre-2014
The originally KI Europe website was in desperate need of upgrading. The content management system and templates developed developed by the US parent company were replicated and required structuring and populating.
The old template was desperately outdated, not SEO-friendly and was not integrated with the company's other systems and digital asset management resources.
Migration 1: 2014
Migration 1: 2014
The kieurope.com website was modified from the parent company's version to reflect the local team and product portfolio divisions. This resulted in a static template version which did not inherit ongoing improvements to the original ki.com template, resulting in this new website quickly becoming outdated and lacking in CX best practice.
Ultimately, it was decided to unify the customer-facing experience on the website and improve the customer journey - which also reflected an internal strategic shift in the business.
Migration 2: 2020
Migration 2: 2020
Following extensive internal communications and negotiations on concept, budgets and timescales, it was agreed to rebuild kieurope.com on the same platform as the parent company. This would ensure future inheriting of all the investments made on user testing, systems integration, SEO best practice and brand unity.
This migration coincided with the pandemic, a time where the importance of digital resources accelerated. Collaboration with the parent company and their web developer partner, Diagram, the new website was launched to overwhelmingly positive feedback.
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