OAKVILLE - Chances are if you’re reading this story, you’re close to your computer. If so, open up your browser and take a look at www.ford.ca. If it looks different to you, that’s thanks to Max Farley and the Digital Marketing team at Ford of Canada. They’ve been working for over a year and a half to relaunch the Canadian website, making it more functional, easier to navigate and better looking than its predecessor.
Although you’ll see similarities with the U.S. website, as now ford.ca shares a common platform, the Digital Marketing team continuously ‘Canadianizes’ the content. To keep the site truly Canadian, certain things also need to be featured, for example French content needs to added to the website simultaneously with English.
“The feedback we received on the old site was that it had too many moving parts, that there were too many options to navigate,” says Farley. “The new site is very clean. The Build and Price section is straightforward and intuitive with immersive graphics. It takes advantage of all of the research and work the Ford U.S. digital team put in to optimize the user experience. You really get a better feeling of the vehicles.”
Similar to leveraging global platforms for vehicles, the Ford’s regional digital teams, including Farley and his team, work together to maintain a unified feeling for websites globally. From Ford U.S. to Ford Mexico, Ford of Canada and even Ford of Japan, the navigation and layout of the websites are as similar as possible. This is really an excellent example of the One Ford Plan at work. The Canadian team is proud that their site was used as the pilot project and that they were given the opportunity to share best practices with the rest of the Ford digital world. Farley also cited the teamwork of dozens of Ford of Canada stakeholders in preparing and reviewing the huge amount of content on the site leading up to its recent launch.
So what’s next for ford.ca? The team continues to listen to customer feedback, and technology continues to evolve, so they’ve already started to think about what the future might hold with design and website features.
“At the end of the day, we want ford.ca and lincolncanada.com to be a destination for the growing number of Canadians who are looking to get behind the wheel of a new Ford or Lincoln,” says Farley. “We’ve seen our highest customer satisfaction levels ever with the site since the launch, which lets me know that we’re on the right track in giving current and new customers what they need online.”