Repositioning & Redesign of Tolvignettes.com

Ablestar was asked to advise on the optimization of the toll sticker website Tolvignettes.com.

Challenge: Tolvignettes.com was a functional platform for purchasing toll vignettes online in Europe. Although the website performed well in terms of findability, it lacked emotion, brand experience and an optimized UX that inspires trust and maximizes conversion. Ablestar was asked to implement a strategic repositioning, with the aim of positioning Tolvignettes.com not only as a practical sales channel, but as the reliable and customer-oriented choice for road users in Europe.

Approach:Ablestar developed a new brand strategy and positioning, in which ease of use and customer trust are central. This was translated into a renewed brand identity and a redesign of the website in collaboration with Craftmore. The focus was on:

• More brand experience: Through visual storytelling and a recognizable, friendly tone of voice.

• UX optimization: We thoroughly analyzed and optimized the existing UX and conversion paths, allowing users to purchase their toll vignette faster and easier. • SEO advice: We have examined the SEO performance of the pages and made strategic recommendations to improve organic findability and increase relevant traffic.

• Increased trust: Clear information provision and a user-friendly design that exudes reliability.

Result: The new website is currently being implemented and will ensure an improved user experience, higher conversion rates and stronger organic findability. Through the combination of strategy, design and technology, Tolvignettes.com is transforming from a transaction platform to a brand that facilitates a pleasant and carefree travel experience.