Ford and Tesla's web designs can give lessons as to why no brand can afford to ignore its digital presence.
From clothing to big-ticket technology items to vehicles, more than 87% of buyer journeys now start online, according to Salesforce. Still, so many legacy brands continue to underinvest in their online presence, even as they spend tremendous amounts on above-the-line (ATL) advertising (think TV ads, magazine ads and billboards). As CEO of a global digital agency, I see this often — large corporations that are too slow to recognize and capitalize on new opportunities, even moves as basic as creating an effective website. Take Ford: Once a pioneer in the auto industry, the manufacturer has kept its focus on ATL, even as younger and more dynamic brands like Tesla started eating into its market share by appealing to digitally-accustomed consumers.
I recently compared Ford and Tesla websites to analyze how well they understand online audiences — in the process of examining messaging, user flow and UI/UX design — and some of its key points are explored below. The most fundamental takeaway, however, is that no brand, big or small, can afford to ignore its digital presence
A quick look at today’s car buyer
2020 research from the tech journalism/report aggregator DataReportal indicates that “the average American spends 7 hours and 11 minutes looking at a screen every day,” which is just over the global average. Pandemic-related home-based work and lockdowns will likely have added to this already amazing number.
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