AmeriGas Research and Architecture Status Summary 1 Presented to: Paula Wilson Michael Drauschak

2 Table of Contents: 1.Project Scope 2.Project Deliverables 3.Project Status 4.Findings, Recommendations, & Rationale 5.Next Steps

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4 The purpose of this Research and IA Project is to provide Internal Teams and External Agencies with AmeriGas' vision on how it will be addressing its audience and business needs through its new website.. Recommendations are based on existing research provided by AmeriGas in conjunction with additional research conducted by Loewy Research provided and evaluated by AmeriGas: AmeriGas Segmentation Report 2013 AmeriGas Attitude & Usage Study: Jacksonville AmeriGas Attitude & Usage Study: Richmond AmeriGas Qual. Report 2013 AmeriGas Customers in Research and documentation provided by by Loewy Content Audit of AmeriGas.com 1.0 (doc: AmeriGas Content Audit 2014) Independent Research with Preliminary Recommendations (doc: AmeriGas_recommendations.ppt) Analysis of Direct Competitor’s, indirect competitors and leaders in home delivery and subscription based services Sites (doc AmeriGas Competitive Research and Analysis) Review of Ominiture and Google Analytics

Project Deliverables 5

6 Project Deliverables: Project Scope and Requirements Documentation, Analysis & Recommendations Task Analysis and Website Requirements Content Audit Sitemapping and Information Flows Wireframming of up to 25 Unique Templates Website Schedule with Workflow and Phased Milestones

Project Status 7 Milestone(s)Expected Delivery AmeriGas 2.0 Phase I & II Project Schedules with Milestones and Deliverables12/05/2013 Business Needs Assessment (Review Data & Research)12/25/2013 User Needs Assessment (Review Data & Research)01/03/2014 Preliminary Sitemap and Use Cases with Task Analysis01/17/2014 Competitive Research/Analysis & Navigation Recommendations01/24/2014 Technology Assessment Meeting01/29/2014 Content Audit01/31/2014 Final Sitemap02/07/2014 Final Documentation on Analysis and Research02/07/2014 Wireframes Presentation02/14/2014 Website Requirements Delivered02/21/2014 Project Project Schedule w/ Workflow and Phased Milestones02/28/2014 Final Website Recommendations Delivered02/28/2014 All Recommendations and Final Documentation Delivered04/28/2014

Preliminary Findings, Recommendations, & Rationale 8 Project Deliverables 8

1. Best Practices for Websites with Diverse Audience Types 9 Industry trends show three architectural approaches for websites that address diverse audience types: (AmeriGas_Recommendations.ppt) One For All: Residential and business coexist equally within the navigation. The website experience for both audience types are consistent and of equal weight. (Examples: AmeriGas, FerrellGas and Eastern Propane) Gateways: Users are forced to identify themselves before entering the website. Once committed sites typically have the “tab and toggle” option to access other sections. (Examples: Verizon, 3M and Sprint) Tab and Toggle: The default home page targets the key audience (i.e., residential). Users have clear access to toggle between residential and business. (Examples: AT&T, PG&E and ADT)

1. Best Practices for Websites with Diverse Audience Types 10 Recommendation: AmeriGas’ should take a Tab and Toggle approach to its new website structure. The default home page targets the key audience (residential). Other user types (business) can toggle to other specific sections. (AmeriGas_Recommendations.ppt) “Only 1% of visitors access the Business section from the AmeriGas home page.” (Ominiture and Google Analytics)

1. Best Practices for Websites with Diverse Audience Types 11 Recommendation: AmeriGas’ should take a Tab and Toggle approach to its new website structure. The default home page targets the key audience (residential). Other user types (business) can toggle to other specific sections. (AmeriGas_Recommendations.ppt)

1. Best Practices for Websites with Diverse Audience Types 12 Recommendation: AmeriGas’ should take a Tab and Toggle approach to its new website structure. The default home page targets the key audience (residential). Other user types (business) can toggle to other specific sections. (AmeriGas_Recommendations.ppt)

1. Best Practices for Websites with Diverse Audience Types 13 Recommendation: AmeriGas’ should take a Tab and Toggle approach to its new website structure. The default home page targets the key audience (residential). Other user types (business) can toggle to other specific sections. (AmeriGas_Recommendations.ppt)

2.Site Navigation Should Support Current User’s Needs and AmeriGas Business Objectives 14 Primary User Objectives and Concerns: All Segments: Locally Located Reliable Service Reputable Customer Service Hassle Free Segment: Pay their bill and access their account online Have regularly scheduled deliveries based on the calendar or tank level Regularly scheduled safety checks on equipment Option Seeker Segment: Seeks multiple Delivery and Payment Plan Options Propane for outdoors and other home usages(i.e., generator, pool, grill etc.) Peace of Mind Segment: Safety Concerns Environmental Concerns Preventing "you" from running out of Propane (AmeriGas Segmentation Report 2013) (AmeriGas Attitude & Usage Study: Jacksonville & Richmond)

15 Navigation Structure Recommendations: Since more than 80% of AmeriGas.com visitors are residential we recommend a Residential/Business toggle where Residential is the default view - Ominture & Google Analytics Our research has shown that “ Hassle free” users seek account, login, contact and easy access to signup in the top right corner. Becoming a customer is now one click away - AmeriGas Attitude & Usage Study: Jacksonville & Richmond A primary concern of all user segments is to use a local propane provider. Dynamically displaying a users local office will reinforce AmeriGas’ local presence. - AmeriGas Attitude & Usage Study: Jacksonville & Richmond

16 Navigation Structure Recommendations: Having additional local information will address a primary concern of all user segments (AmeriGas Attitude & Usage Study: Jacksonville & Richmond) The My Account section should have easy access to Pay Bill, Check Tank and Schedule Delivery. This addresses “Piece of Mind” and “Hassel Free” concerns ( AmeriGas Attitude & Usage Study: Jacksonville & Richmond)

17 “Pay My Bill” is the number one objective for AmeriGas.com visitors, followed by “Payment Options“ (AmeriGas Attitude & Usage Study: Jacksonville & Richmond) (AmeriGas_recommendations.ppt) (Omniture & Google Analytics) Navigation Structure Recommendations: New navigation structure address primary and secondary audience concerns (AmeriGas Attitude & Usage Study: Jacksonville & Richmond) (AmeriGas_recommendations.ppt)

18 A clear way to quickly become a customer is lacking on the current site. We recommend having individual sections for each new customer scenario. (Specific sub-navigation sections to be determined) (AmeriGas Attitude & Usage Study: Jacksonville & Richmond) (AmeriGas_recommendations.ppt) (Omniture & Google Analytics) Navigation Structure Recommendations: New navigation structure address primary and secondary audience concerns (AmeriGas Attitude & Usage Study: Jacksonville & Richmond) (AmeriGas_recommendations.ppt) Add price quotes

19 “Why AmeriGas” section addresses primary user concerns in all segments for Safety and Reliability (AmeriGas Attitude & Usage Study: Jacksonville & Richmond) (AmeriGas_recommendations.ppt) (Omniture & Google Analytics) Navigation Structure Recommendations: New navigation structure address primary and secondary audience concerns (AmeriGas Attitude & Usage Study: Jacksonville & Richmond) (AmeriGas_recommendations.ppt)

20 Location finder is in the top 10 of most visited pages and should remain prominent in the navigation. Location finder should also be the main focus on mobile. (Omniture & Google Analytics) Navigation Structure Recommendations: New navigation structure address primary and secondary audience concerns (AmeriGas Attitude & Usage Study: Jacksonville & Richmond) (AmeriGas_recommendations.ppt) What innovations have you seen in the location finder

21 Propane Exchange is in the top 10 most visited pages and should remain prominent in the navigation. Propane Exchange for residential would have different content than for business. (AmeriGas Attitude & Usage Study: Jacksonville & Richmond) (AmeriGas_recommendations.ppt) (Omniture & Google Analytics) Navigation Structure Recommendations: New navigation structure address primary and secondary audience concerns (AmeriGas Attitude & Usage Study: Jacksonville & Richmond) (AmeriGas_recommendations.ppt)

22 Customer Service should be prominent in the navigation. One click access to all customer service sections and live chat window will address users seeking “Piece of Mind.” (AmeriGas Attitude & Usage Study: Jacksonville & Richmond) (AmeriGas_recommendations.ppt) (Omniture & Google Analytics) Navigation Structure Recommendations: New navigation structure address primary and secondary audience concerns (AmeriGas Attitude & Usage Study: Jacksonville & Richmond) (AmeriGas_recommendations.ppt)

23 Mobile Presence: In less then 3 years AmeriGas.com has seen an increase in mobile page views from 10,000 to 65,000 per month. Mobile visits have increase from 14,000 to 38,000 mobile visitors per month. Mobile visits now make up 20% of all AmeriGas.com visitors - Omniture and Google Analytics

24 None of AmeriGas’ direct competitors have responsive websites (mobile formatted) yet, but we are seeing responsive design spread across home utilities, in-home solution providers and consumer service companies. (AmeriGas Competitive Research and Analysis) Mobile Presence:

25 Mobile Presence: It is recommended that AmeriGas.com 2.0 be responsive with a modified navigation for Smart Phone and Tablet users. The Smart Phone navigation should feature the “Location Finder” prominently

26 Website Personalization Based on Personas According to Hubspot, 79% of visitors want a website that is personalized “for me”. With today’s top content management tools, like Sitecore, websites can tailor content to specific user behaviors (predictive) or based on pre-set rules (search, location based, referring website) Conversion rates improve when users can quickly and easily find the exact content they are looking for.

27 Website Personalization Based on Personas Personas and Funnels: Based on this user’s behavior we can predict that they are a new prospect with safety concerns. Therefore, we can promote Safety and Getting Started throughout his session. Based on this user’s behavior we can predict that they are an existing customer having issues with billing. Therefore, we can promote payment plans throughout his session.

28 Project Deliverables 28

29 Interactive Wireframes Presentation

30 Deliverable(s)Expected Delivery Interactive Wireframes PresentationTBD Website Requirements Delivered03/10/2014 Project Project Schedule w/ Workflow and Phased Milestones03/10/2014 Final Website Recommendations Delivered03/14/2014 All Recommendations and Final Documentation Delivered03/14/2014 Project Closing Meeting04/28/2014