PING was successful in a competitive bid to revamp the product website for the prestigious Mitsubishi Electric brand. The brief was to help reinforce this global brand in the local market, to position Mitsubishi Electric as a market leader on the strength of the excellence of its products. Quite simply, they wanted the consumer electronics customer to think ”I want that!“
An additional challenge was a pressing deadline to meet looming media commitments. A beast with which we are not unfamiliar!
Our solution was to streamline the UX and associated UID to ease navigation and better display and promote the product range. The bottom line was to facilitate the path to purchase.
The content was obviously an essential element of the strategy too. The first task was to increase the depth and relevance of the content to both attract our target users to the site (natural search/SEO) and then engage the user on arrival. Secondly there was the provision of simple tools to assist in the product selection process. These included product demonstration videos and a stockist locator to help close the sale.