Mobile, modern - with a new focus on industrial and private customers
Werth, January 2017. The growing importance of information technologies across all sectors is increasingly reflected in the communication behaviour of the construction industry. While the industry's websites have long been primarily showcases for products and services, the focus is now shifting to direct contact and dialogue with customers. An example of this is the completely redesigned website of Novoferm, one of the leading European system suppliers of doors, gates, frames and operators in Europe. Whether design, structure, navigation, content or technology, all components of the website www.novoferm.de, which was launched at the end of 2016, are geared towards the expectations and user behaviour of the various customer groups. For the first time, Novoferm has placed a special focus on addressing end customers directly: Private and industrial end customers are "served" in their own areas.
The consistent customer orientation is already reflected in the new header, which is placed directly below the standard categories Search, Press, About us, Contact and FAQ: Both private and industrial end customers can find the entry point to "their" Novoferm world here in a prominent, highly visible location. Specialist customers are of course still provided with specific information, and here too Novoferm has ensured greater target group orientation and clarity: information tailored to dealers, fabricators and architects is offered in three separate portals. In addition, there is direct access to the complete product overview and a menu item with all current promotions as well as direct access to contact persons and written information material.
The new areas for industrial and private end customers represent the strategic expansion of Novoferm's communication concept. Despite the continuing importance of trade and craftsmen in purchasing decisions, independent information procurement from manufacturers is becoming increasingly important for customers in the Internet age. Novoferm's new Internet offering therefore takes account of the information needs of the respective customer group - with the information prepared and compiled for the target group and also available in detail with just a few clicks.
For the example of private end customers, this means that in addition to an area in which complete solutions for detached houses and apartment blocks are presented, there is another with direct access to the individual product categories. The solutions area is equipped with a useful technical highlight for both private and industrial customers: Several interactive 3D applications show where which Novoferm products are used in the various properties.
A new feature is a menu item through which customers are guided step by step in dialogue to the products that suit them in terms of function, design and price; special topics such as APP control or lighting are also addressed here. Finally, visitors can not only order information material from novoferm.de via the "Contact and Service" menu item, they can also contact the Novoferm sales and product experts or the company's sales partners directly.
Because the Internet is intended to facilitate quick and easy contact, customers will find the question "Have we piqued your interest?" prominently displayed on every product-related page with links to various information offers. In addition, Novoferm is not content with presenting performance promises and product images: Visitors to the site will find extensive picture galleries for all products. They don't just show the different product variations, but high-quality photos document where and how these products are used.
Novoferm has also used the relaunch to "tidy up" the design of the pages and bring them up to date with the latest technology. The design line of the new website impresses with its modern, clear design and is graphically clearly structured. Several, larger and in part dynamically changing images as well as open white spaces give the website a generous and calm impression. Visual orientation is also made easier because information areas are now arranged side by side instead of side by side and can be accessed by simply scrolling.
The design concept goes hand in hand with the navigation options. Both together fulfil three requirements: Every customer or prospective customer can recognise at a glance where their interests are being served, e.g. a content overview can be called up at the click of a mouse. It is also possible to switch between pages quickly, easily and in different ways.
Last but not least, novoferm.de is technologically and creatively optimised for mobile use, which is becoming increasingly important. Instead of many nested levels with long stretches of text that are difficult to read on mobile devices, the site presents all content in a clearly organised and manageable way; informative images make it easier to access the respective deeper level of information. To ensure that images and text can be easily viewed by any user, all content is prepared for all mobile devices and scaled so that it appears in the optimum size on any device monitor.
Novoferm has achieved three goals with its new website: Novoferm now has a modern, elegant design that reflects aesthetic and technological developments and impresses with its simple, user-orientated navigation. Structurally, the organisation and hierarchy provide a new clarity for Novoferm's rapidly growing range of products and solutions. Finally, in terms of orientation and approach, Novoferm is positioning itself in line with changing market and customer behaviour: by significantly expanding and intensifying its approach to private and industrial end customers, the focus is on direct dialogue with end customers - and also documents the major contribution Novoferm makes to shaping the everyday and working environments of these customer groups.
As one of Europe's leading companies, Novoferm naturally also has other national markets in mind for the relaunch. For this reason, the new website was in principle also transferred to the websites of the Novoferm family companies active in these markets. In the first phase, the websites in Austria, Switzerland, Denmark, the Czech Republic, Romania, Greece and Belgium were relaunched; in the second phase, the websites in the Netherlands, Italy, Poland and Bulgaria were relaunched.
