1. Introduction to the master site

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

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

4. Need assessment Segments Target Groups Phases Needs Content analysisBI
VFS
ETICS
HVAC FP
FLAT ROOF
Content analysis

5. Content mapping

6. Analytics

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

8. Result - the master site

9. 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

10. 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)?

11. 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.

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

13. Simplified menu navigation
Facts
Proactive
Reactive
Promotion

14. 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

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

16. 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

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

18. 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

20. 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: (4 segments) PL site: (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

21. 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: Example: UK site: Short pages – because no advice DE site: More content on page

22. 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 UK site 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:
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)