Increasing user engagement on wilhelmsen.com

A Wilhelmsen ship leaving port seen in background.

Increasing user engagement on wilhelmsen.com

The award winning Wilhelmsen.com showcases global products and services, structured around well-defined customer segments.

Deliveries

Concept
Design
Implementation
DevOps team

Technologies

Epi-server operating in Azure
Azure AD for authentication
Epi-server Find for search
Google Analytics for user statistics
New Relic for applications monitoring (performance)
LivePerson as chat-system
SendGrid for email communication

“By focusing on Wilhelmsen’s insights and knowledge into the maritime industry, we delivered a more user friendly site for all business segments in the maritime market. The site helps people get relevant services and products more effectively, without the need to understand the complexity of the company.” Morten Strand-Langbakk, Senior Systems Consultant, Making Waves Oslo

“User friendly site for all business segments in the maritime market.”

Challenge

The Wilhelmsen group is a global leader in the maritime industry, where digital innovation is creating new business development opportunities and reshaping competition. Wilhelmsen wanted help to create a new corporate website driven by great user experiences.

Photo from the bridge of a Wilhelmsen ship, showing various controllers.

Our approach

The old website was organised around companies and divisions; the new website by solution areas and customer journeys. As their visitor, you can read about a particular product, view current offers, as well as read articles with focus within particular solution areas. All content is relevant at different moments in your journey towards a purchasing decision. Tools such as calculators and estimators have also been added to create a more useful sales funnel. Clean, airy page layouts, easy navigation and improved meta-content that take you by the hand and help you get exactly where you need - all elements that make up the new Wilhelmsen.com.

Photo of people working on projects for Wilhelmsen through mind mapping.

The outcome

A Panama & Suez calculator has driven the greatest user engagement on the new site. In total, 25% of toll calculator users expressed a desire to contact Wilhelmsen after using the calculator. The calculator also contributes to higher interest levels with users browsing six pages per web session, versus the average user, who browses three. Your fellow visitors’ engagement has also increased because of the improved content quality: The wilhelmsen.com homepage bounce rate has dropped by more than 50%, and time on page has increased significantly.