【Case Breakdown 001】EVBox Charging Pile Independent Station: The Perfect Closed Loop of Traffic× Product× Trust× Experience (5000 Words In-depth Analysis)

In the context of the rapid growth of the global electric vehicle market, the charging pile industry has become a popular track for going overseas. However, many enterprises face problems such as low traffic, low conversion rate, single product and high operating costs when building independent foreign trade websites. This article analyzes the successful cases of EVBox, the world’s leading charging pile brand, and analyzes its optimization strategies in terms of traffic model, product strategy, brand trust, and user experience.

In recent years, the charging pile market has become a popular track for overseas trade. As global demand for electric vehicles surges, Chinese charging pile companies are targeting overseas markets in an attempt to get a piece of the pie. However, the foreign trade independent stations built by many enterprises have become “tasteless”:

• Low traffic: The number of visits per day is pitifully low, and it is not even as efficient as issuing business cards at exhibitions.
• Low conversion rate: Visitors come and go, and inquiries are almost zero.
• Single product: only focus on hardware sales, ignore the importance of software and services, and cannot meet the all-round needs of customers.
• High operating costs: Website building and promotion costs remain high, but the results are disappointing.

What is the problem?

Behind these problems, it reflects the company’s lack of understanding of the operating logic and customer needs of independent websites:

• Single traffic model: Relying only on Google Ads or exhibition diversion, ignoring long-term traffic sources such as SEO and social media.
• Strong product limitations: Independent websites only display hardware and lack of software, services and overall solutions.
• Low brand trust: Poor design and single content make it difficult for overseas customers to trust your strength.

How to break through in the “charging pile battle”?

“According to forecasts from Bloomberg New Energy Finance (BNEF) and McKinsey, global demand for charging piles will grow to 110 million to 120 million units by 2030, an increase of nearly 10 times.”

However, the rapid growth of the market also means increased competition.

EVBox, the world’s leading charging pile brand, has not only opened up the global market through diversified traffic strategies, but also won the trust of customers by providing complete solutions (hardware + software + services).

After 10 years of interaction design, why did I transfer to product manager?
After the real job transfer, I found that many jobs were still beyond my imagination. The work of a product manager is indeed more complicated. Theoretically, the work of a product manager includes all aspects of the product, from market research, user research, data analysis…

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The following will break down the successful strategy of EVBox in detail and provide practical suggestions for your charging pile independent station.

PART1 Brand Overview

Founded in 2010, EVBox is a leading global provider of electric vehicle charging solutions, headquartered in the Netherlands. Currently, EVBox has deployed more than 300,000 charging piles in more than 70 countries around the world and has been recognized as an industry leader by international organizations many times. （URL: www.evbox.com）

PART2 Product analysis

EVBox’s product line includes three modules: hardware, software, and services, forming a complete charging pile solution:

1. Hardware: Covers household charging piles, commercial charging piles, and ultra-fast charging piles, with power ranging from 3.7kW to 350kW to meet the needs of different scenarios. Its modular design allows for easy maintenance and upgrades.
2. Software: The intelligent charging management platform supports remote monitoring, data analysis, and dynamic scheduling to help users optimize charging efficiency and operating costs.
3. Service: Provide full-process support from installation to maintenance, and customize solutions according to customer needs to ensure a worry-free user experience.

INSIGHT: EVBox’s success lies in the fact that it doesn’t just sell hardware, but provides customers with itOne-stop service from equipment to management to after-sales。ThisComplete solutionIt not only improves user stickiness, but also creates more profit points for the brand. ThisUser-orientedtargetProduct Strategyis one of the keys to its success.

If your business is also facingDiversifiedmarket, you can refer to the EVBox model and design for different user groupsDifferentiationsolutions to build long-term customersHousehold relationship。

PART3 Application Scenarios

EVBox’s market positioning revolves around different charging scenarios to accurately meet the needs of different users.

• Commercial scenarios: such as gas stations, workplaces, retail, and hospitality, meeting the charging needs of enterprise users.
• Public facilities: such as urban streets, public parking lots, and transportation hubs, supporting the construction of urban electric vehicle charging networks.
• Home scenarios: such as private residential garages and private parking spaces in apartment buildings, to meet the daily charging needs of individual users.

PART4 User portrait

EVBox’s user profile covers multiple dimensions of customer groups, and EVBox provides customized solutions for different user needs and pain points. The following is a portrait and demand analysis of the main user groups:

thatModular designandIntelligent managementfunction, allowing charging equipment to flexibly adapt to the characteristics and requirements of different scenarios. If your enterprise is also laying out multi-scenario business, you can refer to the EVBox model to design differentiated products and solutions for different scenarios to achieve both business growth and user satisfaction.

PART5 Cooperation Cases

Through collaborations with renowned companies and institutions such as Fastned, Ragde Charge, and Beltoise Evolution, EVBox has not only garnered a significant number of user endorsements but has also successfully shaped its professional and reliable brand image through these cases.

In addition, these cooperation cases provide a strong proof of EVBox’s expansion in new markets, helping it quickly acquire new users.

PART6 Website architecture

The website architecture clearly indicates that EVBox’s core customers are:Enterprise users, charging station operators, and installersand not ordinary consumers. As you can see from the diagram, the website layout is clearly divided into several main sections, reflecting its B2B business focus:

• Business charging: Fast Charging Solutions: The inclusion of Troniq High Power and Troniq Modular demonstrates EVBox’s strategy to promote high-end fast charging technology in commercial markets.
• EVBox Care: expressed the full support and service provided to partners and charging station operators.
• Partners: The category details various resources related to partners, such as installers, technical training, and success stories, which can help strengthen relationships with business partners and provide necessary support.
• Resources: Provide learning resources, explore products, and access a wide range of guides and reports. These resources can be incredibly helpful in educating potential customers and deepening their knowledge of existing customers.
• About: The company’s story, news, sustainability, location, and career opportunities are detailed, enhancing brand transparency and appeal.
• Request a quote & Get support: This section provides a direct call to action, making it easy for potential customers to access product quotes and customer support.

The entire website structure is designed around its core B2B users, with clear navigation and segmented content categories to ensure users can easily find the information they need. This structure is designed to benefit the user experience and increase conversion rates.

PART7 Flow model

As a leading provider of electric vehicle charging solutions, EVBox’s official website traffic model reflects the brand’s performance across different channels and the distribution of user needs. By analyzing their traffic sources, user behavior, and data trends, we can better understand the effectiveness of their marketing strategies:

• Organic search (66.66%): It is the main source of traffic for EVBox, of which non-branded words (59.76%) account for a higher proportion than branded words (40.24%), indicating that users find EVBox more through industry keywords (such as “level 3 charger”) rather than directly searching for brands.
• Direct access (25.74%): Indicates that some users have a certain awareness of the brand, which may be old customers or potential customers.
• Social Media (5.29%): Mainly from LinkedIn and YouTube, but the potential of Facebook and WhatsApp has not yet been fully realized.
• Paid search (3.60%): Keyword targeting focuses on brand words and industry pan-keywords, with narrow coverage.
• External link recommendation (3.47%): mainly from automotive, technology and energy websites, but there is still room for improvement in the number and quality of external links.

PART 7.1 SEO

Combined with SEMRush’s data analysis, we found that the website’s domain authority AS value reached 49, which is a fairly high score, and the Authority Score is a measure provided by SEO tools such as SEMRush to evaluate the overall quality and SEO effectiveness of a website. This score is based on various factors, including the number and quality of backlinks, website traffic, content quality, and more.

Based on EVBox’s SEO findings, here are some key insights:

• Keyword strategies are highly focused on specific brands and technologies:By focusing on specific EV brands (such as Tesla) and related technical terms (such as Level 3 chargers), EVBox’s website appeals to potential business customers who specifically seek such information. This strategy not only enhances traffic to targeted searches but may also increase conversion rates, as visitors are the same users looking for specific solutions.
• Content optimization is highly targeted and comprehensive:The content of the EVBox website covers all levels, from basic charging information to advanced technical details, catering to the needs of both beginners and professionals. This all-encompassing information delivery strategy helps establish a brand’s authority while fostering trust and loyalty by educating its customer base.

EVBox’s blog page insights show how the company is strengthening its leadership as an EV charging solution provider through high-quality content marketing. Here are some core insights based on blog data:

• The content strategy focuses on core topics:The EVBox blog content covers several key areas related to EV charging, such as charging infrastructure, smart charging technology, solar charging, etc. This focus strategy not only helps it establish a professional image but also meets the information needs of different users, from electric vehicle drivers to business decision-makers.
• Highly-visited content reflects market interest and demand:In particular, articles explaining complex technical concepts, such as “EV battery weight” and “what is a level 3 charging station”, show the high market interest in these technical details. The high traffic volume of this type of content indicates that EVBox has been very successful in transforming professional technical information into a format that is easy for consumers to understand.
• SEO and User Engagement:Blog content shows good SEO results and user engagement. For example, topics like “EV history” and “difference between AC and DC charging” not only perform well in SEO but also help educate the market and nurture potential users.EVBox backlink data shows how well the company is building high-quality external links. Here are insights based on this data:
• High-quality external links:EVBox’s backlinks include links from various fields and industries, such as the Apple App Store, government energy websites, academic journals, and professional forums. This diverse source of links not only boosts the website’s authority but also helps attract visitors from diverse backgrounds.
• Links and brand recognition:The link page includes direct introductions to EVBox products, professional sharing from company executives, and educational content on EV charging technology. This strategy helps enhance the brand’s professional image and market influence.This Google PageSpeed result provides an important performance score for EVBox’s website speed. The overall performance score of the website is 94/100, which is a very high score that indicates that the website loads quickly and has a good user experience.

PART7.2 SEM

Based on EVBox’s advertising survey data and search query results, we provide insights into EVBox’s market positioning and user needs:

• Product-related keywords with high search volumeKeywords such as “EV box charging station” and “EV charger for business” show a high demand for EVBox’s commercial-grade products. This underscores the need for reliable and efficient charging solutions among enterprise users.
• Alignment of advertising content with market demand:The “DC Fast Charger Commercial Use” and “EV Rapid Charging for Business” highlighted in the advertisement indicate EVBox’s strong marketing efforts in fast charging solutions that cater to commercial use. Ad copy focuses on how to use EVBox products to improve business revenue and operational efficiency.
• Search trends for specific regions and solutions:Regional searches such as “supercharger san diego” indicate a clear demand for high-speed charging solutions in specific regions. This could be an opportunity that EVBox can take advantage of in its geographic market strategy.

PART7.3 Social Media

EVBox’s performance varied widely across social media platforms, with LinkedIn being the most prominent, while Facebook, Instagram, and X (data not shown in the table) appeared to have some activity or technical issues, such as pages being inaccessible. Although YouTube has a certain level of activity, there is still a lot of room for improvement in engagement and influence compared to LinkedIn.

PART8 Others

This page features an EVBox inquiry form, designed to guide potential customers in selecting the right charging solution for their specific needs.

• User-Oriented Design: The form starts with the selection of charging type, covering home charging, commercial charging, and DC fast charging, ensuring that users are correctly guided according to their needs.
• Detailed Personalization Options: Users can specify their needs in detail in the form, including the number of charging stations, whether professional installation is required, whether charging costs need to be reimbursed, etc., which helps EVBox provide more customized services.
• Step-by-Step Process: By asking for detailed information step-by-step, the form aims to gradually gather enough information to form a specific service proposal or offer, which can increase user engagement and the likelihood of completing the form.

INSIGHT: By optimizing form design and reducing filling steps, user engagement and form completion rates can be significantly improved, which is a key strategy for all B2B businesses to convert leads.

Through the in-depth dismantling of the world’s leading charging pile brand EVBox, we can clearly see that in the face of the “independent station dilemma” of overseas trade, the key to breaking through is not only to rely on hardware sales, but to need to be fromTraffic model, product strategy, brand trust, and user experienceand other dimensions for systematic optimization. Here are some insights and inspirations based on EVBox’s successful experience:

1. From a single hardware to a complete solution: Improve user stickiness and profitability

EVBox’s success lies in its ability to not only sell charging pile hardware, but also through “Hardware + software + services” model to provide users with a one-stop solution. This differentiation strategy not only meets the diversified needs of users, but also creates more profit points. For independent stations that go out for foreign trade,Jump out of the limitations of single hardware sales and provide intelligent and customized overall solutions, is the key to enhancing market competitiveness.

2. Diversified Traffic Strategy: Break Google Ads dependence and build a long-term traffic pool

EVBox’s traffic model shows that organic search, especially for unbranded terms, is its main source of traffic, rather than relying on Google Ads for paid promotion. This suggests,Through SEO optimization, content marketing, and social media layout, enterprises can obtain high-quality traffic at a lower cost. In the operation of independent stations, attention should be paid toLong-term traffic accumulationto avoid over-reliance on short-term paid promotion.

3. Multi-scenario coverage: Accurately locate user needs to create differentiated competitiveness

EVBox provides customized solutions for different user groups by accurately dividing market scenarios (such as household, commercial, and public facilities). This strategy has helped it expand rapidly in the global market. Independent station operators shouldDelve into user needs in your target market, design differentiated products for different scenarios to better meet localization needs.

4. Brand trust building: from “humble design” to professional image

EVBox’s independent website design is simple and professional, covering a full range of information from product introductions to industry trends, successfully shaping brand trust. Independent station operators shouldOptimize design and content qualityProviding more educational and professional content is an important step in winning the trust of overseas customers.

5. User Experience Optimization: The key to improving conversion rates

EVBox significantly improves user retention and conversion rates by optimizing form design, page load speed, and user experience. Independent station operators shouldFocus on technical optimization and user experience improvementto ensure that users can complete the conversion process smoothly to maximize the value of traffic.

6. Cooperation endorsement and case presentation: Accelerate market expansion

EVBox has created a professional and reliable brand image through cooperation with internationally renowned enterprises and institutions, and accelerated its expansion into new markets through successful cases. Independent station operators shouldPay attention to cooperation with local authorities, and passedShow real cases, enhance brand persuasiveness.