Concerning the doability navigation in the main menus is easy at the Nissan website. It enables
the user to get back to the initial page immediately by a direct link and there are several different
links to service partners working together with Nissan, such as local traders. But coming to quite
distant pages from the homepage the navigation menu decreases and these pages often lack the
direct link to the very beginning. Another negative aspect is that there are almost the same
navigation issues on the initial page as on the page for business customers. Furthermore there is
no searching device. All in all, one does not have the impression to get a clear overview of how the
navigation is built up.
Endless frontier is not provided on this website as the possibilities of discovering things other
than Nissan cars are quite limited. One does have the possibility of building one’s favourite car by
choosing its colour and technical data and getting direct price information, but concerning other
topics like company and financial data or press information one does not feel well informed.
However, the human touch is very well achieved as there are many personalized items like “Ihr
Team”, “Ihre Vorteile”, “Ihre Sicherheit”, personal brochures and tailor-made offers and the
possibility to choose one’s local Nissan partner. Negative about this point is that there actually is a
category for business customers but none for private ones. Additionally there is no such a mean
like “my Nissan” where one could have a kind of personal account.
Table of Contents
1. Website Evaluation of nissan.de and honda.de
1.1 Nissan.de
1.2 Honda.de
2. Theory of flow: experiential vs. goal-oriented flow
3. Comparison of the two websites’ design
4. Possible differentiation strategies
4.1 A trusted and accountable partner - Nissan
4.2 An exclusive and hip community - Honda
Research Objectives and Core Themes
The primary objective of this work is to evaluate and compare the web presence of Nissan and Honda based on seven distinct criteria, including navigation, information depth, personalization, and interactivity, to derive effective differentiation strategies. The research explores how these automotive brands can optimize their online platforms to better cater to the needs of both potential and existing customers by aligning with their specific motivations.
- Application of seven evaluation criteria for automotive websites.
- Comparative analysis of user navigation and site design.
- Application of the "theory of flow" (experiential vs. goal-oriented).
- Development of tailored differentiation strategies for Nissan and Honda.
- Recommendations for enhancing user engagement and brand loyalty.
Excerpt from the Book
Comparison of the two websites’ design
Since both the two websites mainly aim at private car customers, the many design similarities are no surprise. Though, some dissimilarity exists.
The many sharp lines and boxes on the Nissan site give the visitor the impression of a modern and high technology brand. The different grey colours match the rest of the design very well in this aspect. The Honda site’s softer lines give that site a more human and aesthetic touch, and the lack of sharp colours together with the pale pictures make the whole design a lot softer than the Nissan site’s design. Notable is that white, grey and red form the colour base of both sites.
Concerning Nissan the frame around the used space gives an impression of airing that is spoiled by too many data in the middle of it. All the lines, squares, pictures and information is gathered in the middle. The feeling we had when we saw it was that it was very confusing. It seems that Nissan did not have enough space to put everything in, so they needed to superimpose some of the things. When it comes to Honda it is the opposite: it seems that there is enough space for everything and there is a lot of unused space. It is not confusing at all. It gives a feeling of quietude and freshness that is more enjoyable than at Nissan.
Summary of Chapters
Website Evaluation of nissan.de and honda.de: This chapter introduces the evaluation criteria and provides a detailed analysis of the performance of the Nissan and Honda websites, culminating in a comparative grading.
Theory of flow: experiential vs. goal-oriented flow: This section explains the theoretical framework of web navigation, categorizing users into goal-oriented and experiential types to understand their differing motivations.
Comparison of the two websites’ design: This part examines the aesthetic and structural elements of both sites, identifying how layout, color usage, and information density impact the user's perception of the brands.
Possible differentiation strategies: This chapter suggests strategic improvements for both companies to build competitive advantages by addressing specific customer needs through enhanced services and community engagement.
Keywords
Website evaluation, Automotive industry, User navigation, Goal-oriented flow, Experiential flow, Competitive advantage, Differentiation strategy, User experience, Brand identity, Customer engagement, Site design, Online marketing, Nissan, Honda.
Frequently Asked Questions
What is the core focus of this research?
The work focuses on evaluating the digital presence of Nissan and Honda using a custom set of seven criteria to determine how well these brands cater to their online visitors.
What are the central thematic areas?
The core themes include navigation efficiency, aesthetic design, user interactivity, the application of flow theory in web navigation, and strategic differentiation for automotive brands.
What is the primary objective of this study?
The primary goal is to provide a comparative analysis of the two websites to identify competitive advantages and propose actionable strategies to improve customer satisfaction and engagement.
Which methodology is applied in this research?
The authors apply a weighted scoring system across seven criteria, combined with an application of the "theory of flow" (Hoffman and Novak, 1996) to evaluate user behavior.
What topics are discussed in the main section?
The main section covers a detailed audit of existing features, a comparative analysis of design philosophies, and recommendations for future digital differentiation.
Which keywords best describe this study?
Key terms include website evaluation, user experience (UX), competitive advantage, differentiation, automotive industry, and web navigation.
Why is the Nissan website described as catering to goal-oriented users?
The analysis suggests that the Nissan site provides information in a functional manner that aligns with users who visit specifically to research or purchase a car, despite some navigation issues.
How does the Honda website attempt to create an "exclusive community"?
The study proposes that Honda could further differentiate by creating restricted areas within their "Friends" section that are accessible only to existing owners via a car model code, fostering deeper brand loyalty.
- Arbeit zitieren
- Katja Kanngiesser (Autor:in), 2004, Website evaluation of www.nissan.de and www.honda.de, München, GRIN Verlag, https://www.grin.com/document/24890
