Machines Italia

Background

Psycray partnered with DDB Canada to bring Machines Italia, an Italian trade agency promoting Italian-made machinery and manufacturing equipment worldwide, a website update in preparation for an SEM campaign. DDB Canada provided design changes and consulted on overall UX updates, while Psycray implemented the technical solutions to achieve the project requirements.

Synopsis

• Psycray partnered with DDB Canada to update the Machines Italia website for an SEM campaign
• Psycray restructured the homepage, translated the site into four languages, and implemented content tagging and an enhanced videos page
• Psycray removed the old machinesitalia.org/newsletter website, optimizing the view on the parent site
• The website update improved user engagement, expanded global reach, and provided a user-friendly platform to promote Italian-made machinery and manufacturing equipment worldwide

Objectives

The main objectives of the project were:

1. To implement a restructured homepage with new elements and streamlined existing elements, to improve user engagement and experience.
2. To translate the entire site into four languages (French, Italian, Spanish, and English) to expand their global reach.
3. To implement content tagging enhanced by Google NLP to identify important key phrases.
4. To implement an enhanced videos page, to allow for searching, tagging, and cohesive styling of all video elements.
5. To remove the old machinesitalia.org/newsletter website, merging all content into a more optimized view on the machinesitalia.org parent site.

Solutions

To achieve these objectives, our team at Psycray collaborated with Machines Italia and DDB Canada to implement the following solutions:

1. We restructured the homepage with new elements, such as call-to-action buttons and dynamic graphics, to improve user engagement and experience. We also streamlined existing elements, such as the navigation menu, to make it more user-friendly.
2. We translated the entire site into four languages using professional translation services, to expand their global reach and appeal to a wider audience.
3. We implemented content tagging enhanced by Google NLP to identify important key phrases, making it easier for users to find relevant information on the site. We also implemented auto-tagging by matching terms from the tags library to on-page text, to improve efficiency and accuracy.
4. We implemented an enhanced videos page, which allowed for searching, tagging, and cohesive styling of all video elements. This made it easier for users to find and watch videos related to their interests.
5. We removed the old machinesitalia.org/newsletter website and merged all content into a more optimized view on the machinesitalia.org parent site, reducing clutter and improving user experience.

Outcomes

The collaboration between Machines Italia, DDB Canada, and Psycray resulted in a successful website update for Machines Italia. The restructured homepage and enhanced videos page improved user engagement and experience, while the implementation of content tagging enhanced by Google NLP and auto-tagging improved efficiency and accuracy. The website’s translation into four languages expanded its global reach, making it accessible to a wider audience. The removal of the old newsletter website and its merger into the parent site improved site optimization and user experience.

Overall, the partnership between Machines Italia, DDB Canada, and Psycray successfully updated the Machines Italia website to prepare for an SEM campaign, providing an optimized, user-friendly platform to promote Italian-made machinery and manufacturing equipment worldwide.