Boosting Traffic and Public Awareness of Gokomodo through Website Revamp
Background
In early September 2023, I was asked to redesign the website to increase traffic and brand awareness among users to make more people aware of Gokomodo products, especially in retail.
This was done after Gokomodo expanded its business into the retail sector in mid-2023, focusing on empowering farmers and partners in the Kalimantan region.
Who are the audience
The Gokomodo website is often used by stakeholders to represent products to potential investors or customers. Additionally, it serves as a tool for indirectly marketing Gokomodo products by the Marketing team.
The public, especially farmers, partners, and companies, are also part of the Gokomodo ecosystem. They serve as potential customers.
The challenge
The agricultural supply chain market is becoming increasingly competitive, especially in companies and retailers in Indonesia. We must adapt our business to remain relevant.
#Problem 1
Our product currently focuses solely on the corporate sector
Due to market demands, we need to continuously provide competitive solutions, especially in the retail sector. Otherwise, it will be challenging to reach new users in the retail sector through our platform.
Several focal points include:
- The website currently only showcases corporate product highlights (E-Procurement & Corporate Commerce) with details on E-Procurement products only.
- Many website visitors are unaware of retail products because they are not included in the company profile.
Negative impacts:
- Visitors only perceive Gokomodo as focusing solely on the corporate sector.
- Revenue from retail users will decrease as they are not aware of products for farmers and partners.
#Problem 2
Decreasing Traffic and CTR
Data indicates a negative trend in website traffic and click-through rates (CTR) regarding potential consumer interest in using Gokomodo products.
Some key points:
- Stagnant traffic and a tendency towards decline over the past 3 months.
- CTR for corporate products is below 4% compared to website visitors over the past 3 months.
Negative impacts:
- More potential customers are uninterested and unfamiliar with Gokomodo, thus failing to increase brand awareness or revenue.
#Problem 3
Lack of strong Social Proof in landing lage and products
Social proof refers to claims made by a landing page intended to persuade users more effectively. Social proof can include testimonials, statistics, ratings, reviews, etc.
Currently, the website only has the "Our Ecosystem" section as social proof. This will result in a decrease in the percentage of trust potential customers have in Gokomodo as a whole.
The more social proof on the website, the higher the percentage of trust potential customers have in Gokomodo.
Validating the problem
The issue arose from qualitative research we conducted. We further validated it by examining the data.
Quantitative Research
We analyzed Google Analytics to gain insights into visitor traffic over the past few months and the bounce rate within the website*
Qualitative Research
Additionally, we conducted internal research with C-Level executives and the Marketing Team to understand the current goals and pain points of the Gokomodo website.
Note* : Quantitative research data is confidential and not displayed here.
Digging into Insights
A discussion with stakeholders offered valuable insights into the brand vision and unique value proposition of Gokomodo. This conversation deepened our understanding of the target audience and their preferences, which will guide our design decisions moving forward.
I asked some questions to stakeholders and the marketing team:
- What do you think is the goal of this website redesign?
- What frustrates you when using the current Gokomodo website?
- If we were to redesign the current website, what should be improved/added?
Design Mandates
Several important insights were obtained during the interviews:
- Making the website more visually appealing and interactive.
- Displaying retail and corporate products on the website with detailed pages for each product.
- Dividing each product page between corporate and retail.
- Visualizing the impact of Gokomodo, especially in the past year, in both corporate and retail sectors.
- Articles, blogs, or content for Gokomodo visitors on a dedicated Blog page.
- Displaying the latest vision, mission, and culture of Gokomodo on the About Us page.
- Quality supporting photos related to activities and events at Gokomodo.
- Creating a separate page for Contact Us prominently featured in the top navigation.
With everything clear, it's time to move on to exploring solutions.
Project Goals
Improve Traffic & Public Awareness
How to increase website visitors and brand awareness for Gokomodo in both retail and corporate sectors?
Generate ideas
Lowering the sitemap from the design mandates results:
The sitemap resulting from discussions with the product design and marketing teams
Designing solution
Principles in designing solutions for the Gokomodo website redesign
Explore playground
Landing page 3 was selected based on polling, as it is the most suitable for problem-solving and goals. Previously, there were three options:
- Layout 1: More focused on accommodating a lot of information (text and numbers), minimal visuals.
- Layout 2: More focused on balancing between textual information and visuals.
- Layout 3: Each section is consistently depicted with visual information as the main support.
Image: Landing page exploration
Current hero & new hero
Adjustments to visualization and copywriting on the hero:
- Point 1, users can see a visualization of Gokomodo platform usage in a 6-second GIF video to see how users use the Gokomodo platform in their daily lives.
- Point 2, simplifying the copywriting of Gokomodo's key message. Shorter, concise, and clear.
Social Proof
Displaying social credibility in points 1-3 with the impact of Gokomodo nationally, ecosystem, media coverage of Gokomodo, and direct user testimonials.
Solution for company, farmers and partners
Point 1 illustrates the brand and products with clearer visuals and product interactions embedded with the brand. In point 2, simplification involves two solution sections targeting two user segments: Companies and Partner Farmers from Gokomodo.
USP from Gokomodo
Simplification of solutions into 4 main points that are Gokomodo's strengths (Point 1) with visualizations and interactions illustrating each of its strengths (Point 2).
Blog for users
Displaying various agricultural knowledge curated from various credible sources by agricultural experts from various universities.
Blog for visitor's web
Smallholders solution
The solutions presented to Farmers & Partners:
- Point 1: Displaying user visualization of Farmers & Partners.
- Point 2: Social proof from users in retail.
- Point 3: Call-to-action to join as a Gokomodo Partner.
- Point 4: Purchase products at GokoHub and receive rewards through the Gokomodo Apps.
Corporate solution
The solutions presented to Companies:
- Point 1: Displaying user visualization of Companies.
- Point 2: Our impact on companies that have joined us.
- Point 3: GokoProcure & GokoBiz as corporate solutions.
- Point 4: Call-to-action for service and maintenance, and the final CTA to join Gokomodo.
For Smallholders
GokoHub & Gokomodo Apps
GokoHub is the Indomaret / Alfamart of agriculture, selling seeds, fertilizers, and other agricultural products.
Gokomodo Apps integrate ordering agricultural products via mobile apps and earning loyalty points when transacting at GokoHub.
For Company
GokoBiz & GokoProcure
GokoBiz is a one-stop e-commerce solution for medium to large businesses to purchase their company's needs on Gokomodo.
GokoProcure is a procurement SaaS software that connects companies and vendors to procure large-scale goods.
About Us
Brief overview of Gokomodo:
- Point 1: Gokomodo's ESG impact based on United Nations indicators.
- Points 2 & 3: Introducing Gokomodo's vision, mission, and journey.
- Points 4 & 5: Gokomodo's culture and Partner Gokomodo.
About Us (Gokomodo)
Blog and details
Presenting various agricultural knowledge curated from credible sources by agricultural experts from various universities.
- Point 1: Easy keyword search, category filtering in the blog.
- Points 2 & 3: Featured blog and all blogs.
- Point 4: Easily share articles through various social media platforms in detail blog.
- Point 5: Other similar blog articles.
Blog for visitor's web
Launch & Experiment
We didn't conduct usability testing due to time constraints. However, we conducted experiments for one month after the launch to assess the changes from the website revamp.
Improvements from the website revamp:
We successfully increased:
- Website visitors increased by 30% to 71,591.
- User traffic to the website increased by about 20% to 49,158.
- Reduced bounce rate to 3.58%.
- Increased CTR towards each product by over 200%.
Within 1 month after the previous Gokomodo website redesign.
Appreciation for final design from tech and marketing team
Key learnings
Valuable lessons from redesigning the Gokomodo website:
- Articles on Medium about the website revamp process provided valuable inspiration to acquire design process principles. We could tailor these principles to fit the company's context.
- Aligning the workflow perceptions of each division, especially since many were involved in this project, ranging from the technology division to marketing and legal. This facilitated smoother workflow processes and collaboration.
Big thanks to my design colleague, Eka Prayoga as Principal PD, and Abraham Williams as Product Designer during this project. They giving so many wrong room, criticism, suggestion and playground for my exploration.