Multisite marketing platform in the EU region

Step 1: User research and data analysis

Initially, we wanted to get a good picture of the current situation, in order to identify the strengths and weaknesses of the websites. Through a situation analysis, a competition analysis and a top task survey of the various websites, we looked for strengths and weaknesses, defined the most important target groups and formulated clear action points. In all those steps, we always started from the convenience for the user. The basis of our entire digital strategy was contextualization and personalization of content and communication through segmentation.

This digital strategy is the starting point for the development of the new website(s), the creation of the wireframes and prototype, and - at a later stage - the setting up and maintenance of the digital marketing.

• Expert review
• Keyword analysis
• Competition analysis
• Top tasks survey
   

Step 2: UX and wireframes

In the next phase we made the digital strategy tangible. We translated the concepts from the research phase into wireframes and illustrated the various customer journeys via clickable prototypes. With a mobile first approach, we optimized the user experience of their most important target group, i.e. people on the road by car.  We simplified the structure and navigation with a clear focus on the top tasks. For example, you can easily and quickly check the Q8 website anytime, anywhere to see where you can find the nearest petrol station.

Step 3: Design

In the design phase, the challenge was to give the different websites, which all start from the same CMS functionalities, a unique and relevant view that clearly matches the different brand guides. We designed the different homepages and main subpages as well as a clear overview of all the style tiles needed to build the websites, and refreshed the newsletters.

Step 4: Development

We chose to build this project in open source with Drupal CMS and the Calibrate visitor profiling tool as main building blocks. This innovative technology creates a true content marketing machine that achieves higher conversions thanks to visitor profiling and personalization.

Six websites were worked on at the same time. The new configuration management tools allow us to focus on development, without having to worry too much about keeping all 6 sites synchronous and perfectly up to date.
With Composer as dependency manager, Jenkins and Drush - and some love - we worked out an automatic deploy-flow that makes it easy to keep these sites up to date.

We take full advantage of the new caching back-end, which - in collaboration with Varnish and Cloudflare - makes the websites flash, without having to sacrifice personalisation or dynamic renewal of page content.

For the personalization and contextualization (device and location awareness) of the content we developed a personalization tool in Drupal. Q8 is now able to attract new customers via lead generation and communicate the right message at the right time on the website and via newsletters.

Step 5: Marketing and support

Now that the solutions are live, the second phase of the collaboration begins. Follow-up, analysis and optimisation become the key words. Through Agile Marketing, we support the Q8 team with the digital translation of the various marketing plans.

We chose to build this project in open source with Drupal CMS and the Calibrate visitor profiling tool as main building blocks. This innovative technology creates a true content marketing machine that achieves higher conversions thanks to visitor profiling and personalization.