Introduction to the master site

Introduction to the master site How did we build the master site? What is the master site? Learnings & findings

The master site – Why is it built the way it is?

Need assessment Segments Target Groups Phases Needs Content analysis BI VFS ETICS HVAC FP FLAT ROOF Content analysis

Content mapping

Analytics

Customer scenarios Outline potential user scenarios to define site structure and prioritize content including ”call to actions”.

Result - the master site

Online user test RW-PL Paso Research Example: “You want to refurbish an attic in wooden house, to make it a room for teenagers to play music. Find out if there are materials to insulate the walls, ceilings and the pitched roof to reduce heating costs and noise, and to improve fire protection” Completion time, seconds The RW website is quite fast to get a reasonable overview! Simplicity works! We always see the more simple websites giving a better user experience

Online user test RW-PL Paso Research Future ambition is that min. 90% can solve the task. Online user test RW-PL Paso Research Could solve the task (yes)?

Online user test RW-PL Paso Research Conclusion Relatively compared to the two competitors, ROCKWOOL offers clearly the best user experience. The design is the best, it is modern and appealing, and the website’s overall navigation (e.g. the simple 3 point menu entrance) is the best, which is very important to the target group. The website gives a good experience – and possibly contributes with a positive brand experience. The biggest challenge is clearly on finding/understanding/using the data in specific product information.

The master site – What is it and what do you get?

Simplified menu navigation Facts Proactive Reactive Promotion

Product section structure Objective: Finding the right product as fast as possible Funnel: Product guidance Convince Advice Help Pitched roof Flat Roof Result Product page Product page Product page

Support section structure Objective: Solve the problem as fast as possible Funnel: Identify Self service Help Result Get to the right help

Manual for adaptation of the Master site for rockwool.nn sites Products: Select, Convince, Advice, Help Support: Self-service options Advice: Expert advice, Knowledge sharing Misc: About, News, Career, Legal, Contact Download Site Structure & Content https://rockwool-group.zendesk.com/hc/en-gb/categories/200967705-Content-and-Design

Master site walk through Meeting/Event name – Month date, 2011, Type of event, Country Master site walk through Master site overview Principles Expamples Learnings

Our top 5 recommendations - for a smooth migration & great result Use the master site as starting point - The master give you (most of) the structure and content/examples. Your focus can then be to add your local content. Remember that the master site is made by 3 very different pilots and is based on substantial business and customer insights. Think about customer journeys when building pages - Why are the customer on this page and what are they looking for?. If the customer did not not navigate to this page from FP, but land sirectly from Google – will he then have the info needed? Be (very) critical about content – avoid 1:1 ‘copy/pasting old website - Don’t let focus on how to merge all content from today into the new site take over. Think about what content the customer needs. Be inspired by Pilot OPCOs - Look to DE, UK and PL for inspiration – either on how they solved specific build-issues. - Or if they have developed relevant content (advice section). - Contact RI MAM-team for support before starting in building new stuff Dedicate the ressources to the migration - DE spent 4 months 3 persons dedicated to the project

Master site demo Navigation & structure 3 menu entries – Product, advice, support + 2 optional Segments & flexibility (FP) Flexibility to promote more segments than in master Example: Master site: http://en.rockwool.com/ (4 segments) PL site: http://www.rockwool.pl/ (6 segments) Product section Overview What is in the master and what is not in? Funnel demo Focus: get to the product from any page Page composition Support section Overview What is in the master and what is not in? Funnel Demo Focus: Self service – but allways ‘help’ if customer is lost Page compositions

Master site demo Advice section - Overview What do you get in the master and what is not in? Advice section – Learnings - Content challenges - Don’t leave out section, because you lack content Then better start with limited content and expand. Reason: you will lack content on the site Get inspiration on pilot OPCO sites: http://www.rockwool.de/rat-und-tat/ Example: UK site: http://www.rockwool.co.uk/products/floors--ceilings/below-concrete-soffit/ Short pages – because no advice DE site: http://www.rockwool.de/produkte/decke-und-boden/dachboden/ More content on page

Master site demo Customer journeys in page compositions - Leading customers through the funnel - Don’t cut of customer in the journey - What are the CTA on the page Example: Master site roof section http://en.rockwool.com/products/roofs/ UK site pitched roof: http://www.rockwool.co.uk/products/roofs/pitched-roof/ (missing help) Customer journeys – where do they start? - Customers might not navigate from FP to product page. - Maybe they land directly on sub pages - Relevant when building your page Image challenges - Image quality Example: PL construction images: http://www.rockwool.pl/produkty/dachy/poddasza/ Recommended migration approach 1) Work from the master site 2) Translate master site pages 3) Adopt content blocks relevant from the master – add local content blocks Examples: Difference between DE-site (4 months of migration) and DE & UK sidtes (1-1½ months) http://www.rockwool.de/