Preliminary Analysis

Through analysis of web traffic data from the existing website, it was discovered that most of the traffic originated from organic search in Google. This analysis helped identify areas for improvement and pinpoint pain points. The most frequently searched keywords were related to specific products and the company's sustainability efforts.

Page Performance

Many landing pages experienced a high bounce rate due to insufficient content, leaving more than half of all website visitors underwhelmed at first glance. However, a specific page exhibited a lower bounce rate, indicating higher engagement. The structure of this page was analyzed to inform future page builds.

Investor and Supplier

Returning users constituted the majority of web traffic to the section of the website dedicated to investors and suppliers. These users accessed the website directly to find information relevant to their specific relationship with the company. However, the "Investor and media" page had the lowest engagement, with a bounce rate reaching 50%.

Consumer's Brand Perception

By comparing data from a brand reputation survey with user behaviors on the existing website, it was found that consumers visited the website primarily for two reasons:

1. Environment and health: Consumers sought information on environmental and health-related issues associated with larger companies, conducting online research for more details.

2. Product knowledge and discovery: Engaged customers interested in a specific product often didn't realize it was associated with Coca-Cola Amatil, leading them to conduct online research.

Card Sorting

Hybrid card sorting tests were conducted with 200 participants from Australia, New Zealand, and Indonesia. Participants were presented with pre-made groups and given the opportunity to create new ones and assign names. The tests aimed to uncover differences in participants' mental models across regions and segments. Most participants consistently grouped terms related to company values, history, product, career, and investment. However, topics like "diversity & inclusion" and "responsible sourcing" were affiliated with different groups, with some participants associating these topics with sustainability while others placed them in mixed groups. A post-test questionnaire allowed participants to express their confidence levels and provide additional comments.

Test Sampling

To ensure the validity of the tests and maintain an effective and agile workflow, a panel of select participants was created. A screening questionnaire was designed to profile potential candidates based on factors such as brand familiarity, health and food & beverage habits, attitude toward environmental issues, shopping behaviors, and demographics. Participants were recruited from an online panel, ensuring a diverse mix of demographics and professions aligned with the persona profile. Participants were also screened to ensure no bias against Coca-Cola products and brands.