Suzuki: more leads, less bounces
More leads and less bounces thanks to a user-centered web site and AB-testing.
More potential clients thanks to an effective content strategy.
"I like working with AGConsult beacuse of their direct approach. Thanks to their user-centered vision we now have a web site where users find what they're looking for fast. Their AB-tests continue to give me new insights to improve our web site and our online campaigns. Our website's return on investment is much higher than before we worked with them."
AGConsult has been Suzuki's usability and conversion optimization partner for a number of years now. With great results.
- Number of leads: x2
- Bounce rate: -50%
- 78% more clicks on landing pages
In order to work out an effective web strategy or online strategy you have to start by asking the right questions.
These were our key questions for Suzuki:
- What do customers and potential customers expect from a car manufacturer like Suzuki?
- How can we turn visitors into leads?
- How can we attract people who are thinking of buying a new car but who aren't thinking about Suzuki?
Through user research we quickly found out people's most important decision criteria for choosing a new car: price, fuel consumption and model variant.
Our top task survey made clear people are mostly looking for very practical information. They don't want to be buried under a pile of marketing bullshit.
Information architecture and concept
Based on the user input we gathered, we drew up the information archiecture and made clickable mock-ups so we could do a user test.
The big advantage of testing early in the process is that it doens't cost the earth to make changes to the concept.
From mock-ups to design
During the design and development stage, we worked closely with Suzuki’s web agency Wunderkraut.
We provided feedback on their designs and bèta versions. Which allowed us to continually monitor and finetune the process.
That way Suzuki was sure the end result would be as user-friendly as possible.
Effective content strategy
Based on a thorough keyword research we drew up a content strategy for Suzuki.
The main aim is to reach people who are thinking of buying a new car but aren't thinking of Suzuki.
Our made to measure dashboards in Google Analytics show that our approach is working.