Abaco Consultores’s handles an SAP solution business-to-business platform, targeting industries specific solutions based on demand, i.e. a HRM Solution available to HR professionals. The website is targeting male and females, 35 y/o+ (industry expertise), Europe based, working within a small-medium sized business.
Abaco’s current website includes the following issues:
- Lack of Accessibility (to certain solutions)
- No policies/ T&C’s etc
- Confusing English Language used to explain products.
Keywords:
After conducting a Key Word Search into Google, Abaco listed the majority of key words including: SAP, SuccessFactors, YourAnalytics. BlueFin and EdenHouse, however did not appear, furthermore, they did not appear immediately when their name was typed into Google.
Google Analytics:
Abaco is an online platform. Google Analytics data shows, the majority of users are located in Portugal. To increase U.K. based interaction, Abaco needs to increase U.K. Friendly content to ensure greater engagement (i.e. on logging-in you directly enter the Portuguese site).
IBM uses an English News section, located on the Home page, that consumers can directly engage with:
18-34 y/o’s (45% male, 54% female) predominantly visit the Abaco website. Activites of interest include Food and Beverage, as well as Sports and Fashion industries. Abaco can implement further blog posts, and News Articles relating to these areas to increase further engagement from returning and new visitors. This should be a theme set out in the social media plan.
BlueFin feature the use of mobile technology to engage with their consumers:
Interaction’s on average last between 0-10 seconds, to increase this success, blog posts can include links to articles to continue the consumer journey.
Webographics:
The overall web experience was positive, however, accessing certain information (such as product information) is not simple. Abaco colours and branding is also working well, with all social media and subscription options interacting with the website. Translations are also very unpredictable, and the use of English isn’t established enough throughout the website (i.e. some blog posts are in Portuguese, whilst others are in English). It is also difficult to understand and locate on the website the exact description of what Abaco do, to change this, they can add an explainer video (this would not only increase views on social media, but would engage consumers more directly (such as what IBM have achieved). The Abaco blog should also be more frequent in posting times, this is a way to engage new and returning consumers.
Website Touch-Points:
Competitor Analysis:
This Competitor Analysis enables us to understand the competitive landscape within I.T., whilst understanding the advantages and disadvantages of Abaco’s website.
Competitor Websites Reviewed:
- Eden-House (Direct Competitor)
- BlueFin (Direct Competitor)
- IBM (Industry Competitor)
Core Content (Abaco):
- News
- Social Media
- Subscription
- Language options
Core Content (IBM):
- “Discover”
- “Information” (Developers)
- Connect (follow)
- My IBM
Core Content (BlueFin):
- Success-stories
- Awards
Core Content (EdenHouse):
- Cookies
- SiteMap
Content Unique (Abaco):
- SafeMed Blog
- YourAnalytics
- Subscription Pop-up
Content Unique (IBM):
- Login point
- Discounts
- Trials
Content Unique (BlueFin):
- “On Demand”
Content Specific To Customers:
- Blogs
- Solutions
- Clients
Sitemap Content:
- No Policies (Abaco)
- Contact, privacy, T&C’s (IBM)
- Cookies, Terms, Disclaimer (Edenhouse)
- Cookies, Legal, Privacy (BlueFin)
Navigational Features:
- About, Expertise, Contact Us, News and Events, Insights (BlueFin).
- Services, Business (EdenHouse)
- Products, Industries, Blog, MyIBM (IBM)
- Company, Solutions, Blog, Contacts, Social (Abaco)
Analysis Results:
References:
Bluefin. (2018). Bluefin: The Leader in Payment Security. [online] Available at: https://www.bluefin.com/ [Accessed 12 Dec. 2018].
Humano, Á., startups, W., Tecnologia Startups portuguesas, c. and Segurança, i. (2018). Ábaco Consultores – Implementação e Manutenção de Sistemas SAP. [online] Ábaco Consultores. Available at: http://www.abaco-consultores.com/ [Accessed 12 Dec. 2018].
Ibm.com. (2018). IBM – United Kingdom. [online] Available at: https://www.ibm.com/ [Accessed 12 Dec. 2018].
Marketingplatform.google.com. (2018). Analytics Tools & Solutions for Your Business – Google Analytics. [online] Available at: https://marketingplatform.google.com/about/analytics/ [Accessed 13 Dec. 2018].
Solutions, E. (2018). SAP Support | SAP S4 HANA, SAP Cloud | Edenhouse Solutions. [online] Edenhousesolutions.co.uk. Available at: https://www.edenhousesolutions.co.uk/ [Accessed 12 Dec. 2018].
