The challenge
Challenge. Enhance business performance by generating high-quality traffic towards dealers, boosting test drives to increase business results.
Strategy. Implement a new tagging and technical strategy on the website, improving the user experience (UX) to streamline the conversion process.
Approach. Reach new audiences based on consumer interests, connect them with relevant content and track their behavior on the site, leveraging each traffic source to drive leads.
Outcomes
The continuous UX, achieved through technical improvements on the website, delivered great results in the short term: audience behavior connected really well with each digital touchpoint (owned, paid and earned). This boosted the conversion rate and ensured that consumers enjoyed the experience across the purchase funnel, turning brand relevance into business results.
- Even as digital investment grew 30%, cost per lead improved strongly, falling 88% by period 3: an excellent exercise in media optimization.
- Cost per lead from paid media fell 68% by period 3.
- Optimizing organic sources boosted lead generation from non-paid channels, which in turn pushed the web performance of paid channels, increasing business results in any period of the year.
View data
| Paid growth | Non-paid share | |
|---|---|---|
| Period 0 | 1.0 | 15% |
| Period 1 (2 months) | 1.9 | 21% |
| Period 2 (4 months) | 3.4 | 38% |
| Period 3 (6 months) | 2.9 | 56% |
Actions
While both digital investment and web traffic were stable, technical optimization improved the key lead-generation indicators, such as the conversion rate and online leads.
View data
| Online leads | Conversion rate | Web traffic | Digital investment | Cost per lead | |
|---|---|---|---|---|---|
| Period 0 | 1.0 | 1.0 | 1.0 | 1.0 | 1.00 |
| Period 1 (2 months) | 2.1 | 1.5 | 1.4 | 1.3 | 0.61 |
| Period 2 (4 months) | 4.7 | 3.4 | 1.4 | 1.3 | 0.27 |
| Period 3 (6 months) | 5.6 | 4.7 | 1.2 | 0.9 | 0.12 |
- Audiences and conversion rate: improving the conversion rate made it possible to attract the right audiences (high-quality traffic) driven by paid efforts.
- Non-paid and paid synergies: optimizing site performance increased business conversion from non-paid sources and boosted paid channels.
- Performance tracking: a near real-time dashboard guided by KPIs was implemented to track business performance and shape budget decisions.