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...