Volkswagen – A continuous focus on the ideal visitor experience: account planning the new Volkswagen.co.uk

In 2007 Volkswagen and Tribal DDB London refreshed the car-maker’s UK website in a bid to increase its share of internet visits.

Volkswagen — A continuous focus on the ideal visitor experience: account planning the new Volkswagen.co.uk

Tribal DDB

SUMMARY

In this paper we show how account planning kept a continuous focus on visitors' needs, helping Volkswagen.co.ukreach its highest share of visitors for automotive manufacturers' websites. By 2007, the Volkswagen.co.uk website was six years old and needed a redesign. Besides, customer behaviour online had changed. Visitors had become more demanding of their online experiences as more of them got online; the web had become more sophisticated and so had visitors' skills. In the automotive category, more people than ever were...

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