Digital change – KAUP gives its web site a complete renovation

Aschaffenburg, 27. October 2020 – the company web site for KAUP GmbH & Co. KG (KAUP) appears from now on in a completely new look, but still in the four languages German, English, French and Spanish.  The Internet presence is based on a new colour spectrum alongside streamlined navigation and numerous new elements in contemporary UX design. The goal of the redesign is to lead users more directly and without detours to the content they are looking for. Furthermore, it aims to act on changed user behaviour, anchor possibilities for interaction, consistently implement new technical demands and thus make the KAUP web site fit for the future.

After seven years with over one million site visitors from over 170 countries and several million page views, the company felt it was time for a fundamental relaunch of the web site. With this it is continuing its digital strategy from previous years. “Furthermore, the Corona crisis highlighted the potential in digitalisation” explains KAUP Managing Director Holger Kaup. “Therefore, we will also continue in this direction in the coming years.”

Presentation of the attachments at centre stage

The core element of the web site continues to be the presentation of all attachments from KAUP, divided into product families. It doesn’t matter whether it is a front fork carrier, rotating bale clamp or a telescopic fork: each model has its own detail page with technical drawing, 3D-view(s), application images and video as well as explanatory text and downloads.

The respective technical data are still summarised in a table. To make the overview even better, there is now the possibility, however, to hide and reveal data. In this way, for the first time every user can individually call up the technical data that are actually required.

Reaction to changed user behaviour

By anchoring these new functions, KAUP is reacting to changed user behaviour. It is illustrated, for example, by functions that have become standard on B2C sites being increasingly expected in the B2B area. And individual filters are a realisation of this. They can be found on the new KAUP web site not only in the presentation of the technical data. These are now also anchored in the central download area. In the completely redesigned contact area, selection filters make it easier to find the contact needed.

And the “this might also interest you” link familiar from B2C web sites is now also anchored on the KAUP page. At the end of every product page, there are three links to other attachments that could also be appropriate for the handling task.

Interactive product finder & platform for product and service videos

KAUP has used the web site relaunch to revise reliable functions and to anchor additional new features. One outstanding innovation is the so-called ‘off-canvas element’. The element can be found on the right of all pages on the web site. It unifies a particular innovation - the KAUP product finder - alongside a contact form and contact-person search. It allows an initial orientation in the KAUP attachment programme. For this, the user can filter for possible attachments for their handling task based on recommended functions and specifications as well as loads to be transported.

Numerous videos were already anchored in the old web site. To increase findability, all product and service videos are grouped on a specific page from now on. As a result, the video platform, which is sorted by product families, is a central and clear starting point for anything to do with moving images for KAUP attachments.

Technical implementation

The web site continues to be operated using the latest generation TYPO3 content management system and hosted on a German server. For the technical implementation and conceptual graphical design of the web site relaunch, KAUP relied again on the mellowmessage digital marketing agency.