Report: Beer brans websites' must do

7/28/2019 Report: Beer brans websites' must do

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ReportBeer brands websitesMUST DO


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Objects ofresearch

http://www.heineken.comhttp://www.guinness.com

http://www.jupiler.behttp://www.carlsberg.com


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Research conclusions

Usability

Heineken and Carlsberg beerwebs obtained the same scorein heuristics, and both outstandrom the rest, becoming the mostunderstandable. This heuristic

concept gives them the benet obeing the two beer websites withthe best eaturings and best usersinteraction.

Jupiler eturings and characte-ristics have the lowest scores;making it the website with mostusability problems and creatingconic between users and theinteraction in the web.

HeuristicsPerformance

All the heuristic acts were conr-med by the users test.

It was easy to see how uentlyusers moved throw Heineken,

Carlsberg and Guinness webpages(even though Carlsberg had someproblems in the introduction vi-deo in poor internet connections).

Jupiler showed that its not a reallyunctional web. Its scheme is notcrear and they have importantlanguage issues.


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Semiotics

Plastics Leveling

We have noticed that depending onthe brand narrative and the eatu-res o the beer, the webpages havedierent sections and theyre orga-nized in a particular way. Thereore,Heineken, or example, has a reallycomplex architecture, with a lot osections and subsections becau-se its an active brand, involved indierent actions and that wants tointeract with their public. Jupiler,otherwise, its a smaller brand, with

ewer actions and that ocused onewer values, so its architecture ismore simple.

There are some webs, such as Hei-neken, Guinness or Carlsberg, witha good organization, but Jupiler,

instead, gets the user conused andlost as there are a lot o subsectionsand sometimes they redirect theuser to another page.

Each web adapts its priorities, itsdesign, colors to their philosophybut they have many common points.Some are more original than others,such as Guinness page, incorpora-ting the bar disappears. That givesmodernity and distinction to thepage, but were not sure i this detailis helpul.

We can say that all the pages arehelped by a page model, composed

by basic elements such as organiza-tion, design, inormation... but eachone is provided personality with dis-tinctive touches, colors, photogra-phy, the content it oers and howthe user connects and interacts.Thereore, we can generally deter-

minate that the semiotic methodo-logy has helped as to dene a basicstructure o the contents and othe elements, which has the goal ohelping the user interact and navi-gate through the web in an easy andpleasant way.


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Analytics

Ater analyzing the web analyticso the our beer brands we canmake a ranking o which websitehas the best results. I you look atthe SEO and SEM activities o thebrands its very clear that Heine-

ken did a good job. Heineken isthe only one whos really ocusingon paid advertisements in GoogleSearch and you can see that in theresults since Heineken is the onlybrand who has visitors via bothorganic- and paid search results.

Analyzing the audiences behaviorgave us some remarkable results.The results conrmed that visitorsrom the USA are very inpatientwhile on a website and they havea short visit time. This trend is

clearly visible in the results oGuinness since one/third o theiraudience is rom the USA. The ave-rage visiting time o the website oCarlsberg is much longer than theother beer brands, this act equalsthe results o our usability testwhere users spent the most time

on the Carlsberg website.

Looking at the trafc sources itsagain Heineken who has the bestscores. Heineken is very activeon social media and this resultsin a wide spread o trafc sourcesto the website. The other three

brands dont even have 1% trafcrom social media while Heinekenhas 14%. Moreover, Heineken isthe only one who gains trafc romvideo websites and a mobile com-munity. The last one is somethingwhich is really interesting or the

uture since mobile usage is stillgrowing strong.


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Research fnalconclusions

I we look at the conclusions or each part o the report, as shown above, wecan conclude that Heineken has the best overall website. On each aspect(usability, semiotics and web analytics) Heineken ranked number one. Thewebsite o Heineken already shows that its a big brand, the website is really

extensive and really tries to catch the user in the whole Heineken experien-ce. This ranking matches the source we used in order to choose the brands,so it actually conrms that Heineken is the best beer brand.

On the second place: Guinness. I we look at the website rom Guinness,the structure is quite complex. Guinness is ocused on its traditional values,which you can really see in the structure. The history and the beer develo-ping process are really extensive. When we look at the web analytics results

Guinness is, together with Heineken, the only one who gains trafc out odisplay ads. This is a good development.

Carlsberg website is, compared to Heineken and Guinness, quite simple. Aneasy structure just like Jupilers website. Carlsberg just sells one product soit doesnt need that much dierent types o advertising. The usability testshows us that the website rom Carlsberg needs a lot o clicks beore thenal goal is reached, its almost three times as much as Heineken. Carlsbergs

website is simple and aective and thats exactly what the brands want to belike: a simple but good beer.

On the last place: Jupiler. As a result o the usability test, the respondentsrate the website with a 4.5 out o 10. The website only has a French and aDutch/Belgium translation what makes it impossible to read or peoplewhore not rom o these countries. Moreover, Jupilers is trying to exposethemselves as a Football related beer brand by sponsoring dierent ootball

competitions. On the website they reer to that and have some special pagesor it but since the website is not that well structured its not attractive and

easy to take a look at these pages.


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Rankings

Usability Semiotics

Analytics Final

1. Heineken2. Guinness3. Carlsberg

4. Jupiler


4. Jupiler


4. Jupiler


4. Jupiler


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10elementsthat anytop

beerbrandwebsitemustinclude

1. Functional age flter

There has to be an age lter inthis sort o websites. It has to bereally easy and ast so users canquickly access to the contents.

2. Drinking policy

There has to be a drinkingpolicy section accessable romeverywhere in the web.

4. History and productionThere have to be two parts ex-plainig the history and the pro-

duction proces. This parts mustbe dynamic and give a generalvision, not only yhe brands.

standsforlegalelementsstandsforcontentelementsstandsforstructuralelementsstandsforestheticelements

3. Product catalogueThere has to be a display o allthe products the brand is se-

lling. There might even be twoproduct catalogues: one or thebeers and another one or mer-chandising.


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5. Advertising campaignsThere has to be a display o allthe comercials, ads and adver-tising campaings the brand has

done. Its a way o keeping themalive.

6. Leisure investmentsThere have to be some sectionsexplaining the leisure inves-tments (such as ootball or musicests). It stablishes connections

between the brand and newvalues.

7. Menu and auxiliary barsThe menu and auxiliar bars haveto be always accessable and visi-ble rom any part o the site.

8. Language availabilityThe website must be available inall the languages spoken in thecountries it distributes.

9. General estheticThe website must has a generalesthetic that also has to be rela-yed in the products.

10. Dynamic imagesThe website must be ormed by

dynamic and meaningul imagesto get users atention and createa easy usability.


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5elementsthat anytopbeerbrandwebsitemustincludeorexcelenceRecomendations:

1. Beer club section

An excellence beer web should include asection or aithul costumers, providingthem useul and interesting inormation andallowing them to directly interact with thebrand. In this section users can get ree tickets

or the related leisure o the brand. This cons-tantly actualized section would provid un andinormation to consumers.

2. Leisure exponentiation

All beer brand are somehow related to sportsor music. This is something that the webpage

has to clearly transmit because users are reallyinterested in this eld. I the brand is looking

or excelence in its website, the leisure hasto be included in it, not just closed in a single

section, but all around. Anyway, brands have tokeep in mind what they are selling.


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3. Site-map bottom

5. Updated appearance

In the new era o the web, the text bores theusers because they what to access the con-tents in an easy and ast way. Images andvideos are an excellent way to get this becau-

se they are more attractive and unnier. So agood beer web should explain with this toolsas many contents as possible, using the textjust to clariy. It would be good that the videoscould be manipulated and adjusted to theusers needs.

It consists on a bottom that shows the user a

scheme o the whole site. Its a really useultool or the user to get situated and contex-tualized in the web. Moreover, its an easy way

to access the content you are interested in,without having to search it all over the web.

Its the best way or a beer page (and or anypage) to get a good usability.

A good way to make a web more attractiveis making it more interactive and alive, notseeming as a static element. Thereore, the

web could change his aspect (not extremely)according to special dates like Christmas or St.

Patricks day, related to the country were thebrands come rom. For example, the web could

be snowy on Christmas.

4. Video and image contents


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Manel Campoy

Laura Castells

Alex Chiner

Anna Fillat

Clara Martnez

Lothar von Mourik

Documents

Report: Beer brans websites' must do