Client assignment
Upplands Motor - cars on the web in Episerver
They wanted, among other things:
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That the website should have a mobile-first mindset
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Highlight its service offering
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Improve the website's loading time
- Improve the structure and create navigation so the user doesn't get lost
- Get help with SEO
- Dedicate areas for conversion and for creating temporary campaigns.
How we went about it
Workshops together with the client are an effective and fun way to start a new collaboration. After a few rewarding sessions we arrived at a shared goal for the new website and which user needs were the highest priority.
The biggest challenge was therefore finding a good structure that allowed the user to quickly find what they were looking for. We also needed to be smart so that we could present the varied content using as few template pages as possible so as not to exceed the budget.
The solution
After we had formed a clearer picture of the customer's business value and the users' needs, we brought them together and created a solution that:
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Has a clear and logical structure
We chose to create clear entry points to the different services and distinguish them so that it would be crystal clear to the user which information was where. We tidied up by simplifying the content and grouping it under fewer menu options.
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Makes it easier to find and book the right service
Because service is such an important part of Upplands Motor's business, we chose to feature it high up on the homepage in the form of a dropdown menu that lists the most common service offerings. Many users on the old website had difficulty understanding what type of service they needed—a problem we solved by presenting the service offerings with a short explanatory text.
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Is designed to create good SEO
The solution we developed included landing pages with selected keywords as the main heading. It is an effective way to create content and categorize pages so that search engines can more easily find and index them
Design
Based on the client's graphic profile, we developed a design that is calm and neutral. The red primary color is used for calls to action and is complemented by a set of gray tones and a secondary, trust-inspiring blue-gray shade.
The main typeface is Helvetica Neue in two weights to create dynamism in selected headings. On the parts of the website that are linked to a specific car brand, we have made individual design adjustments in typeface and color to create recognition and reassurance.
Results
After the launch, Upplands Motor has seen a significant significant decrease in the number of visitors who leave the site immediately after arriving — the so-called bounce rate. They can now also reach out with information and campaigns in an effective way. Load times have improved significantly and the website has been received with enthusiasm both externally and internally.
Now that the foundation has been laid, with a stable Episerver implementation and smart integrations, we can continue working on focused initiatives, further development and ongoing optimizations together with Upplands Motor.
About Upplands Motor
Upplands Motor is one of Sweden's most successful car companies and a modern family-owned business with nearly 500 employees. The company sells servicing and workshop services as well as new and used cars, and works with Volvo, Ford, Renault and Dacia.
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