Overview  Web experience was poor. Message and target audience was non evident. Orbital claims that the product is for car enthusiasts yet the site didn’t connect with that target audience in text or imagery.  Strengths Information is central  Weaknesses Poor navigation (multiple pages before brand site) Inconsistent message; Unclear of who the audience is No e-commerce No comparisons available on site Important info (i.e educational content) is not easily accessible Events and promotions are only images ○ No way to gather information There is one parent company homepage and the various brand logos are images and not links Very frustrating to navigate

Home Page The extra wide margins are poor use of space utilization. Exide could use this space to do a live twitter or Facebook feed, run videos about their product, or some other multimedia engagement. Site navigation is difficult due to poorly titled section headers. In order to access the prodcuts and various brands, the user must click the link that says “Transportation”. "Our Products" would have been a much more appropriate title. These logos are just IMAGES and not actual links to the brands website.

Product Page Target market is unidentifiable. This picture does not establish any connection between the product and the consumer. The picture would be a great draw for a cleaner for car, but not a car battery There is no visual depiction of the characteristics of the battery.

Overview  Overall site is sub par. Imagery is very plain and the text sections are too wordy. Imagery is the initial consumer engagement for a website. If the imagery is boring, the consumer will not feel a connection to the product and may result in lost sales. Consumer wants information that is concise.  Strengths Simple navigation Printable catalogs and manuals Product selector automatically pairs with the battery necessary Automatically compares batteries by type Direct link to twitter ○ Provides updates on sponsorships and products  Weaknesses No user profile for e-commerce (cant save cart) Information overload (Each battery should have own page with data) No E commerce Can’t compare to other brands

Home Page Too much blank space in margins. could possibly insert company updates and information relative to the product (motor sports and boating). Target Market is unclear. This could possibly an attempt to be neutral and appeal to the masses. Though this sounds like a great idea, when a company targets everyone, they target no one. Easy to locate product for specific mode of transportation. Sparse use of multimedia to market product

Downloads Provides downloadable PDF brochures and manuals for all of their products.

Product Description Battery names do not establish any kind of brand recognition. rather than "PC310", they could possibly name the battery "Overdrive" or something that the consumer will easily remember. Information OVERLOAD! Unless the consumer is knowledgeable about automotive batteries, they will not be able to understand the plethora of data.

Overview  Exceptional customer experience. Website was engaging and very simple to navigate. Definitely the best of the three JCI competitors in the United States.  Strengths Simple to navigate Very strong customer service (chat support, FAQ’s, etc) Parent company the major social networks (YouTube, Facebook, Twitter) ○ Strong sense of community (Facebook followers post on wall and respond to Tweets) Excellent visuals Target audience and message is very clear ○ DieHard batteries main customer base is the “everyday family”  Weaknesses No e-commerce native to site ○ Direct link to order page for Sears

Home Page Navigation is very simple. Each link is self explanatory and there is no irrelevant information cluttering the page. Imagery sends a clear message of primary qualities of product (toughness). Video of actual quality testing reinforces the "toughness" claims made by DieHard.

Product Page Links to help desk and distributor are easily accessible. Use of social media to engage consumer (mobile apps) This page sends the message that DieHard batteries are a product that provides assurance of performance that you can trust your family with and that Even though our battery is tough and rugged (as seen in home page imagery), it is ideal for the family vehicle.

E-Commerce The DieHard e-commerce link sends the consumer directly to their main distributor, Sears. The page is already pre-populated with DieHard batteries and the consumer has the option to compare the DieHard brand internally or externally among other brands offered by Sears.