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.
The old website was organised around companies and divisions; the new website around solution areas and customer journeys. Website visitors can browse products, view current offers, and read articles focusing on particular solution areas. All content is relevant at different moments in the user journey towards a purchasing decision. Tools such as calculators and estimators were added to create a more useful sales funnel. Clean, airy page layouts, easy navigation and improved meta-content take you by the hand and help you get exactly where you want to go - these are the elements that make up the new Wilhelmsen.com.
The 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. Visitor 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.
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