Website Analysis: The Boston Consulting Group + Recommendations for an Improved User Experience

Transcription

1 Website Analysis: The Boston Consulting Group + Recommendations for an Improved User Experience Analyzed Domain: Date of Analysis: May 2013 conducted by Matthias Buchholz & Team info@conplore.com Target groups: Consulting clients, consultants, media designers, corporate communications & PR managers.

2 Dear Reader, This article features a systematic analysis of the corporate website of the consulting firm The Boston Consulting Group. This analysis concludes with the story the page told us and recommendations for potential user experience improvements. Motivation It is our daily business to illuminate real-life business problems in the service of consulting clients and consultants. Corporate communication, the direct and indirect exchange between client and service provider, has always been of central importance. The corporate website is an essential communication and presentation channel today. We have analyzed and compared a considerable number of consultancy websites. - Some perform well in a number of important aspects, where others are lacking. We gladly share our findings, insights and constructive criticism with you. Be welcome to learn what we have found!

3 What have we analyzed? Set of criteria 1. Domain Selection & Information Architecture 2. Accessibility & Languages 3. Content Strategy 4. Heads & Company Figures 5. Presentation of Expertise & References (client s view) 6. Presentation as an Employer (employee s view) & Social Engagement 7. Social Interaction 8. Social Media Fan Rank 9. Design & Sound I got soul, brother! 10. Eye Catcher Unique features we love 11. Things we miss Our question marks Our summary: What story does the website tell us? (brand perception) Our recommendations for the analyzed company (user experience improvements)

4 1. Domain Selection & Information Architecture Analyzed Domain (Main URL) Subdomains promoted in major Google Search Results (via google.de): Within BCG or beyond, our BCG The partner of choice to Our expertise covers the Join BCG BCG has more than 70 offices Media Center Number of Google Search results, when exactly typing in (in inverted commas) : results Date: May 15, 2013

5 1. Domain Selection & Information Architecture About Company Consulting Expertise Media Center Career & Recruiting History & Values Branch Expertise Press & News Heads & Leaders Special Institutes Functional Expertise Publications Social Media Facts Hot Topics Offices Special Client Magazine / Infoportal Special Country Pages Legal Information Contact Alumni

6 2. Accessibility & Languages registration required to see website: direct addresses of key persons easy to find: free contents: priced contents: no, only specific info services no, only mail forms found, lots of free content (+ online magazines, media etc.) on main site font size: site optimized for mobiles: easy to read (scalable) Main Site: 78 global offices, most of them in local language & English English + country pages in corresponding languages

7 3. Content Strategy About Pages Expertise Pages Media Publications Career Pages Foci

8 Prevailing Formats: 3. Content Strategy Text: Pictures: Video: Powerpoints: Sound / Podcast: Downloads: Client Magazine: Online Shop: Webinars: Forum: Chat: Livestream: Apps: E-Newsletter:, extensive, considerable more java / flash animations podcasts available, sound in videos & podcasts a large number of articles, publications, studies (bcg.perspectives registration required) bcg.perspectives, a digital multimedia platform on main site on main site on main site on main site on main site, apple / bcg.perspectives

9 4. Heads & Company Figures Detailed list of key personnel: Pictures of key personnel: Videos with key personnel: Contact details of key personnel:, a few, but no address, only contact forms Hard numbers & figures about the company: Figures about projects: Reports for shareholders: available

10 5. Presentation of Expertise & References (client s view) List of functional expertise: List of branch expertise: List of regional expertise / regions / local offices: Search engine for expertise: Contact persons for each consulting practice / respective experts easy to find: Detailed list of provided consulting services: Price list / standard honorariums: Illustration of applied quality standards: Illustration of expert certifications: Reference list available: Testimonials:, in the form of impact stories (case studies) / upon request

11 6. Presentation as an Employer (employee s view) & Social Engagement Career pages: Job list:, only general roles Information for existing employees: no special information found Social Initiatives / Engagement:, considerable

12 7. Social Interaction Company Website offers / links to: Corporate blog with comments: Chats Support chat on page: Forums: Facebook page: Google+ page: YouTube channel: I-Tunes channel: LinkedIn group / profile: XING group / profile: Alumni Site Competence Site page: German Site Skype channel: Feedback tools: Twitter channels: RSS feeds:

13 8. Social Media Fan Rank Facebook Page: Facebook App: URL: facebook.com/thebostonconsultinggroup: URL: facebook.com/bcg.perspectives:, several likes likes Twitter Channel:, Followers: Followers: Tweets Date: May 15, 2013

14 Prevailing Colours: Background: Text: 9. Design & Sound I got soul, brother! green, white, yellow / gold black, white Logo visibility: Style: Font size: high aligned upper left medium, in parts small Sound Logo on website: Podcasts: Video with sound: Backgroud music: Design Message / Impression: professional, global, conservative, value-driven, well-established, communicative, well-versed with new media, value for money, publisher, information-focused, integer, traditional, elitist, open, international, social, community-focussed, rich in knowledge.

15 10. Eye Catcher Unique features we love Impact Stories Case Studies (References) Very clear information structure Well-structured consulting practice overview Clear responsibilities, distinct experts for each practice Easy to navigate career pages New Media focus and integration Prominent multimedia portal: bcg.perspectives Article marketing via bcg.perspectives, partly integrated into consulting practices Attractive illustrations & content visualization (e.g. career growth path, history animation) Social responsibilty focus, BCG Green & Working Mother Global Office World Animation Sound alignment / design conformity of country websites Awards & Honors Fact Sheet Keep them!

16 11. Things we miss Our question marks A couple of direct addresses and contacts for general requests. Impersonal contact forms may help reduce spam, but render sending messages rather uninvitingly. Some information on price categories, price building & quality standards.

17 Our summary (brand perception) The story the website tells us. The organized, transparent global strategist with social initiative Dear Visitor, This comprehensive multimedia information channel is capable of introducing as well as representing our company. As a leading management consultancy, we are value-driven and rely on expertise, a long tradition and our global reach. We are ready to shape future together with our clients, employees and environment. Our website reaches out to client companies and top applicants. It is a tool to gather market information, to improve our strategies and performance, to win new clients & employees. Still, it is more information hub than interactive communication platform. You want to get in touch with us? Do it our way. We have developed distinguished solutions for a myriad of problems yours may well be among them already. Find examples here! We solve highly complex problems for clients from large companies and SME s. Our employees are brilliant individuals. Women make a real difference and are very important for our business. Our staff can expect excellent training and flexible work solutions, but also clear performance orientation and evaluation. You must be a team player to be successful with us. We understand our responsibility as a large employer and social institution, and take it seriously. We balance social and profit orientation.

18 Our recommendations (user experience improvement potentials) Despite the fact that we are quite impressed with the website s overall quality, we recommend to: provide even more information on company key figures (e.g. total number of processed projects, etc.) open more communication channels, allow interaction, learn more about your visitors answer the question: What makes you better than your competitors? increase accessibility by reducing major barriers such as missing adresses further improve the functional interconnection of main site and bcg.perspectives

19 Thank you for your interest and attention! For feedback and questions, please get in touch with us: Copyright: Conplore by Matthias Buchholz 2013 All rights reserved.