Since the launch of the new website, the number of online damage reports doubled. Something we are quite proud of
At the end of 2015 we launched the new website for Autotaalglas. Together with Babette Hessels, Marketing & Communications Coordinator of Autotaalglas, we look back on the project.
“Autotaalglas does not offer sexy product, our service must be click and ready. Our visitors come with a clear goal and need to be helped serviced as quickly as possible. On average a windshield chip or crack only happens to a car owner once in seven years, thus retaining customers is difficult. It is therefore essential that reporting damage online and making an appointment is as easy and friendly as possible. This is the assignment I gave to Level Level when I told them we selected them to design and develop our new website” says Babette. “The outdated website did no longer meet the expectations of our clients.”
“The primary issue in our briefing was responsive design. When do you need to visit the Autotaalglas website? Yes, when you’re on the read and your windshield gets damaged. An optimal user experience across devices is extremely important. For Autotaalglas this was the starting point and the web agency had to fill in the rest: I thought it was particularly important that an agency can think for us. They are the expert. While other agencies needed more briefing the pitch by Level Level matched perfectly with the expectations of Autotaalglas.”
“We started from scratch for this project. We investigated our clients and online audience. Who are they? What do they expect from Autotaalglas? What helps them best? To get behind these questions Level Level helped us to create personas: a specific description of different types of customers. What needs do they have? How did they end up on our website? With these personas we started working on what we call the damage-flow. Different situations that ultimately lead to an online conversion.”
Autotaalglas is a well known and reliable brand. We wanted to combine the reliability of the brand with the endless online possibilities. By providing clever solutions we can add value. The website was build around the visitor that wants to make an appointment. Launching this project was just the beginning, now we can start testing and improving the website.
"Different personas have different requirements and follow different 'flows'. The steps to follow from entering the website to making your online appointment, the damage-flow, may involve too many steps for some. This is why we introduced the call-me-back button. No hassle, just a quick call from the callcenter to hear about the damage and schedule an appointment. Others might want to do some research first and learn about options and costs. With these scenarios we developed three conversion funnels. We have really thought about how visitor is helped the most, and which solution would fit best."
“Autotaalglas started a new campaign about eighteen months ago. Its purpose was to add more emotion to the brand. Unfortunately the campaign was not ready yet when Level Level started the project. Level Level managed to use the campaign that we started and incorporate it into their designs. Suddenly everything fell into place. When we saw the first designs it became evident that we were on the right track. During the development of the website, we were still working on defining the new tone of voice. For us, the whole process was so much more than just a new website. We went back to our core values, investigated who our target audience is and how we can serve them best.”
The basic concept of the campaign has been translated into a number of ‘rules of thumb’. These include use of color and shape, the desired appearance and the tone of voice.
Cooperation between client and agency
“Working with Level Level was a pleasure. Obviously there is a gap between our knowlegde and the expertise of Level Level. Therefore it’s important that someone is able to explain is simple language what can be done and what not. Christien succeeded in that. For us she was like a translator which made the whole process really smooth. This also made me realise that something I would think of as a ‘simple’ adjustment, is not always that simple. That is the danger of the knowledge-gap between client and agency. Besides that Level Level was able to think on a conceptual level which is very important to us. We are only a small team so we really look for parties that can work and think with us from the beginning. An agency should be able to look through the eyes of the client and see its needs.”
The greatest compliment for me as a developer is to see the increase in users and conversions. Since the launch the amount of conversions via the website doubled. This increase made it essential for Autotaalglas to reorganise the staffing of their callcenter.
Autotaalglas.nl: The result
"Ultimately the goal is to help clients of Autotaalglas as fast as possible. They deserve the best service, no matter what day it is or where they are. This website helps us a lot in meeting this goal. Usability for our client comes first. The website breathes usability, something we are very proud of. ”