Website Analysis Panru Jing ENP 149: Consumer Psychology 2 INTRODUCTION Procter & Gamble’s official website: https://us.pg.com P&G is an American multinational consumer goods corporation that houses popular brands such as Tide, Bounty, Olay, Pantene, Gillette, Crest, etc. P&G is the world’s biggest advertiser, having spent $7.1 billion in advertising costs in 2018. 3 MARKET SEGMENTS Context: Recently, P&G has shifted their marketing strategy from generic demographics to smart audiences. Past: Now: “Generic demographics” “Smart audiences” ▹ Women aged 18-35 ▹ First time mothers ▹ Men aged 12+ ▹ First time washing machine ▹ Middle class owners ▹ Millennial professionals 4 WHY FOCUSED MARKET SEGMENTS? Although P&G has about half the world’s consumers, they are also the world’s biggest advertisers. They spend millions and millions on ads each year. But after P&G realized that their advertisements for specific products were not going to their target audience, they cut down advertising funding. This means reducing production costs and the number of ad agencies. With less funding, P&G forces themself to shift to more creative and specific ads for specific smart audiences rather than bombard all consumers with many “annoying” and irrelevant ads. So far, this has been very successful for P&G. Even though they spent 6% less on marketing in Q1 2019, they posted organic sales growth of 4%. 5 FIRST TIME MOMS Gender: Female Age: 18 - 35 Aspirations: ▹ Being a good mother to first child ▹ Balancing work and family well Fears: ▹ Injury to child (choking, falling, allergies) ▹ Being unprepared and not knowing how to raise a child ▹ Not being able to afford childcare products ▹ Not having enough time to spend with the child ▹ Postpartum depression and health issues 6 FIRST TIME MOMS Interests: ▹ Taking and sharing lots of photos ▹ Recording journey of being a first time mom on social media ▹ Reviewing products and sharing tips and deals Motivations: ▹ Keeping a clean house and happy family ▹ Proving to be a good mom Turnoffs: ▹ High cost for everyday household products ▹ Dangerous chemicals and hazards in products ▹ Non eco-friendly products 7 MILLENNIAL PROFESSIONALS Age: 23 - 38 Income: low - medium Aspirations: ▹ Becoming a successful and wealthy professional ▹ Being happy Fears: ▹ Not meeting expectations of others or self ▹ Not being as successful as peers ▹ Being too focused on work and not having enough time for family and friends ▹ Obtaining wealth and success but still not being happy 8 MILLENNIAL PROFESSIONALS Interests: ▹ Staying healthy and efficient ▹ Dating and spending time with friends Motivations: ▹ Paying off debt and buying own apartment or house ▹ Taking care of parents and friends ▹ Fighting for equality in the workforce Turnoffs: ▹ Activities that require too much time ▹ Non eco-friendly products ▹ “Evil” companies that don’t support causes they care about 9 REACH Those who know P&G well consider P&G a blue chip company that is known for its good quality, reliability and ability to operate profitability in good and bad times. Others have heard of P&G but don’t know that they own popular brands such as Tide, Crest, Gillette, Old Spice, and Pantene. Because each brand offer a different category of products, many consumers will go directly to each brand’s website, rather than P&G’s. Keywords: Confusable for: ▹ Best razors for men ▹ Png (portable network ▹ Eco-friendly cleaning supplies graphic) ▹ Deodorants that smell good ▹ Trusted baby products 10 REACH IMPROVEMENT To more effectively reach the audience, P&G should create ads that combine brands that P&G owns so that their consumers are exposed to more P&G brands. If a consumer recognizes, likes and trusts one brand, the association will lead them to trust and buy the other brands P&G has as well. If these ads were interactive and placed strategically around the internet to target smart audiences, they would be even more effective. In this generation, many consumers turn to social media influencers for trends. P&G should sponsor these influencers to promote their products to create more traffic flow to their website and products. To promote their other products and encourage repeat purchases, P&G should include coupons inside the packaging of all their products. They can also included stories of their activism to change the perception of consumers. 11 PRESENTATION 1. Bright and colorful 2. Big connecting circles 3. Brands are the biggest visible text on page 4. Tagline in bold 5. Search in center 6. Gradually transitions to new screens when viewer scrolls 12 13 PRESENTATIONAL ANALYSIS 1. Bright and colorful 1. Gives off very family friendly and happy 2. Big connecting circles look and feel 3. Brands are the 2. Circles look clean and harmless; biggest visible text on connecting to represent strong page relationships between brands and 4. Tagline in bold consumers 5. Search in center 3. Draws attention to brands 6. Gradually transitions 4. Draws attention to tagline to new screens when 5. Similar to the format for Google.com viewer scrolls 6. Movement draws attention; transitions seem cool and innovative 14 CONTENT 1. Images of P&G’s different brands and products 2. Images of diverse families and kids 3. Tagline included 4. Search bar in center 5. Call to action to “Scroll to get to know P&G” (with mouse) 6. P&G’s logo in top center 15 CONTENT ANALYSIS 1. Images of P&G’s 1. Exposes viewers to the many different different brands and P&G brands and products that they products might not have known before 2. Images of diverse 2. Attracts consumers of all backgrounds families and kids and adds “awww cute” factor 3. Tagline included 3. “We” “improve everyday” - effective 4. Search bar in center word choice 5. Call to action to 4. Website so broad; instead invites viewers “Scroll to get to know to find what they want easily and quickly P&G” (with mouse) 5. Helpful instructions - changes 6. P&G’s logo in top background of screen to more images center 6. Small and not very noticeable 16 SUCCESSES 1. P&G logo and home page button is at center of navigation menu 2. Scrolling function is creative and fun 3. Search bar at center is convenient 4. Pictures of children are effective in appealing to parents 5. Tagline big and bold OPPORTUNITIES 17 FOR IMPROVEMENT 1. Link brands in circles to their websites so that visitors can have direct access 2. Add a way to lock screen to not scroll 3. Make P&G logo bigger or have another P&G logo on home page 4. Include more images of popular products from different P&G brands 18 PRESENTATION 1. Page name in bold with a period at end 2. Affiliated brands under categories placed in circles 3. Different subcategories are underlined ( Baby Care) 4. Good ample white space 5. Scroll bar 19 PRESENTATIONAL ANALYSIS 1. Page name in bold 1. Draws attention to page name and adds with a period at end a pop of color 2. Affiliated brands 2. Continuity of using circles and makes under categories brands look more appealing placed in circles 3. A little excessive but helps viewers 3. Different differentiate between categories subcategories are 4. Spaced out to keep clean and neat look underlined ( Baby and feel Care) 5. Allows easy access to category or brand 4. Good ample white that consumer is looking for space 5. Scroll bar 20 CONTENT 1. Big image of man shaving his face 2. Cute colorful icon of different products 3. Page name: Brands 4. “Iconic”, “trust” and use of “you” and “your” in tagline 5. Sidebar 6. Brands organized by categories 21 CONTENT ANALYSIS 1. Big image of man 1. Shows one use of a specific P&G product shaving his face 2. Cute and simple way to let consumers 2. Cute colorful icon of know status of what page they’re on different products 3. Page holds brands of P&G 3. Page name: Brands 4. Boasts timeless popularity and why 4. “Iconic”, “trust” and consumers should buy P&G’s products; use of “you” and adds a personal touch and intimate “your” in tagline word choice to invitation 5. Sidebar 5. Viewers don’t have to scroll through 6. Brands organized by entire list to find what they’re looking for categories 6. Categories also alphabetized; easy and quick find 22 SUCCESSES 1. Tagline and blurb add a personal touch that shows care and effort from P&G 2. Word choice is very personal and effective 3. All brands are in circles - unity! 4. Sidebar allows easy find of brands 5. Icon helps with clarity OPPORTUNITIES 23 FOR IMPROVEMENT 1. Make image at top a compilation of all products, not just one that targets one audience 2. A little less white space so that viewers Baby Care don’t need to scroll Fabric Care so much Family Care Feminine Care 3. Enlarge “Jump to” Hair Hair 4. Don’t underline categories in sidebar 24 IMPRESSION “ 25 UI/UX ANALYSIS ▹ Pros: ▸ Hovering over navigation menu options triggers a drop down bar ▸ Arrow next to Coupons indicates a redirection to P&G’s coupon website ▸ Left status bar on home page allows users to stop at specific scenes instead of scrolling through roll ⬩ But is not available on the first page before user begins to scroll ▸ Icons are animated and fun to watch while reading through website ▹ Cons: ▸ Scroll on home page is fun but hard to control ▸ Navigation menu options themselves are not clickable and do not lead anywhere - may be frustrating for older users 26 NAVIGATION AND INFO-ARCHITECTURE ANALYSIS ▹ Home screen button at center of navigation menu - against usual positioning but effective - places logo at center of screen ▹ Contact at bottom of page and not a part of main navigation menu - may be hard to find ▹ Follows standard web heuristics