Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
MarketingProfs Enterprise Solutions
See All »
Schedule of Events
Virtual Conference Series
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 600,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
8/11/2011 at 1:14 PM ET
We rebuilt our site on a CMS platform in order to solve the problems of high bounce rates due to low speed internet connections and obsolete browsers, low SEO, difficulty and cost of frequent upgrades of prices and models, low interactivity.
The early figures are positive on all parameters, however there are some voices that consider we should restart rebuilding because of unacceptable esthetics.
1. What is your impression on
? Is it so unacceptable?
2. Is it better or worse then
3. Is adding a Flash as a first page helpful or not for our objectives of selling cars, car parts, car repair services ? ( traffic and conversions)
4. Could you estimate how long should it take to build a site such as
8/11/2011 at 1:51 PM
It'll be hard to judge the content of the websites, since most of us don't speak Romanian.
As for better/worse - judge the rewrite based on the baseline of website conversions (actions that you've deemed of value to your company), not simply based on what people like or don't.
Flash is a technology, not a solution to a problem. What goal is Flash trying to solve for your site?
8/11/2011 at 3:46 PM
The first site comes up much faster than the second one; but the second one has some better design elements, including lots of beautiful images of the cars.
So, I'm guessing that critics of the new website are objecting to design elements, not to performance. Fortunately, the major design challenges can be addressed with some fast fixes. This will at least give your new site a fair chance of proving itself. Some recommendations:
First, eliminate the images of the coast and the building, and use a slider (non-Flash) to rotate professional shots of your cars in this space. Place compelling headlines directly on the car images so load time is not impacted (e.g., "Twingo Miss Sixty").
Second, get a graphic designer to give you a much better look for your table, which is not professionally styled. Choose light pastel, brand-compatible colors. Or, if you want to do it yourself, see this excellent tutorial on creating a beautiful table:
Third, the website banner looks like an ad. Replace it with something much more brand-styled, such as the banner on the second website. Go for that level of impact.
Fourth, add brand-consistent color(s) to the gray areas of the left-hand menu(s) -- use the same brand-related pastels as in the chart, not dense color.
Finally, a somewhat more time-consuming task, but worthwhile, is:
1. Shorten the home page first paragraph to something more like:
e1200 OFF + 4-year warranty! Symbol & Clio
e1400 OFF + 5-year warranty! Clio Estate
LOW PRICE + 4-year warranty! Megane
e1800 OFF + 5-year warranty! Fluence
2. Make each line clickable, leading to a page that features each car, with prominent image, similar to the existing Megane page.
3. Just below the picture, add a graphic feature that restates the offer. Example:
Starting from just e7150
4-year warranty INCLUDED!
Apply this system consistently across all car-specific pages.
These changes should not impact your page-load time and should improve results. It shouldn't take much time. Your main home page issues are 1) sexy car pictures, 2) color, and 3) the table. Your sales opportunity is making each car-specific page much more visual, with fewer words above the fold and more excitement.
If your personal strengths are more about website performance than graphic design, you might add a graphic designer to your project for additional help -- someone from
or similar sites.
Hope this is helpful is getting more acceptance for the new site.
8/12/2011 at 8:52 PM
The better looking site is number 1. As to how long it will take to build something better, the time will expand or contract depending on you and how quickly you want to make progress.
As for SEO, you talk about yourself too much. Time invested in rewriting your copy so that it's more customer focused may serve you better than any redesign.
8/13/2011 at 9:43 AM
Thank you for your answers so far. Everybody draws my attention on content and purpose. I know that content is king, but I wanted you to concentrate on design because this was the only point of divergence in the team.
Historically, first site is the newest and its improvements are: it has a CMS allowing us to modify and create content, it has better parameters such as bounce rate, returning visitors, time on site and better SEO. And we intend to do a lot of testing on the content.
However, a young colleague criticized the new site for design: obsolete -in his opinion. He proposed to drop the whole thing and rebuilt it with Flash.
It is a real concern for me because we all are aware of a new generation who is impulsive, hates education, loves "cool" things more then value, enjoy socialization and manifests itself in unexpected violent forms such as British riots or Norvegian extremism approvall.
8/13/2011 at 12:14 PM
My knee-jerk reaction: Stay the course. Don't scrap what you've done and go with a fancy Flash-based site. Keep what you have and test your way to more effective content and a site that delivers your objective.
Even if you had a completely new site, you would want to improve and optimize. But in the end your website can only do so much. This is not an online business. Your site is to generate leads, answer questions and create a positive image for your brand.
Make the most of what you have. Improve it when and as you can.
8/13/2011 at 6:34 PM
My advice is to hear that there is a problem, but not to take the young colleague's prescription for Flash as the solution.
In my opinion, it is a mistake to have a site that sells cars, but has no pictures of cars on the home page, and relatively few pictures of cars anywhere else. Pictures of cars are the sexy part that makes visitors want to buy; so there really must be images of the current models if you want the best results you can get from this site. Your numbers may be up, but they are not what they could be if you would show the products.
Secondly, also with regard to design, the table that takes up a huge amount of space on the home page is very amateur in design and makes the home page look like it is not a "real" Renault site. It will therefore cost you some viewers, so again, this is a way to improve the numbers further.
Both of these are important design points that are incredibly easy to fix, and don't require Flash.
I understand that you are seeking validation for your side of the disagreement. But, I'm hoping you can set your emotions aside long enough to hear this advice, because your detractor will not stop as long as basic design elements like these are poorly executed. On the other hand, if you do make some changes, you can argue that you "heard" him and made responsible improvements. Your numbers will get even better, and both things together make it harder for him to continue the attack.
8/14/2011 at 3:48 AM
Seeking approvall is not my intention. It would be impossible to controll the free answers of the world top experts. Learning the truth is more important.
I couldn't agree more on the part with what is sexy on a car website. Not having enough pictures yet is a problem of copyright and we are currently working on it.
BACK TO TOP
Post a Comment
Six B2B Takeaways From Six Great Facebook Ads
by Daniel Kushner
17 Handy Tools for Entrepreneurs, Startups, and Marketers
by Beth Worthy
How to Elicit and Use Employee Stories in Your Content Marketing
by Ryan Michael McDonald
How to Craft Outreach Emails That Convert
by David Mercer
50 Horrible Cliches You Need to Stop Writing and Saying Right ...
by Verónica Jarski
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with