Parkers.co.uk, the UK's largest automotive website for pricing and reviews, offers a wealth of information to potential new and used car purchasers. Parker's wished to maximise online advertising revenue by increasing page views of premium content. Parker's set out to understand and reveal suitable (existing) content to support the needs of an increasing ' non-enthusiast ' market and in doing so create premium value advertising inventory. Parker's core brand values are 'independence, accuracy and trust' so it's essential the online user experience reflects these values at every level.
Brief: Nomensa completed branding and profiling workshops, expert usability reviews and usability testing to identify the needs and expectations of particular sub-groups within Parker's overall audience. Nomensa presented a detailed set of wireframes, demonstrating the potential benefits of suggested recommendations before improvements were implemented. Nomensa designed and implemented user-centric navigation which ensured an intuitive online experience, so 'non-enthusiasts' could locate relevant content easily and complete online goals.
Response: Parker's has benefited significantly from the website's improved information architecture and navigation. A massive volume of relevant content has been exposed and is regularly used by the target market. This provides an improved experience for customers and significant increases in advertising inventory and revenue. In March 2008, Parkers.co.uk hit a new record, generating over 1 million page impressions in a single day. Also, year on year the website boasted an increase of 100,000 unique site visitors per month and a 20% increase in page impressions . The additional advertising revenue generated has achieved an extraordinary return on investment.
Testimonial: "It is refreshing to work with a company that really understands what users want from a website and how best to design for those needs - they don't just quote usability textbooks, they actually understand the concepts through and through. Nomensa's approach and professionalism is confidence-inspiring and reassuring from the word go, and working with them will deliver us a major competitive advantage. Working with Nomensa has made a massive difference to winning and keeping users, growing our commercial revenues, and winning more advocates who will spread the word of Parker's online." - Kieren Puffett, Editor of Parker's