Delivering hard hitting results for BMW Retailers online

BMW Catalysing conversions

Through our hot house approach, we transformed BMW’s retailer network websites, increasing their year-on-year visit to lead conversion by 189%.

Challenge

BMW asked us to revolutionise the user experience of their retailer network websites through improved design, UX and mobile experience. The websites also had to balance centrally managed content with localised content to allow dealers to market specifically to their local area.

Insight

Fragmented franchisee websites were offering an inconsistent (and often poor) user experience which was impacting on key business metrics.

Idea

We created and delivered Cascade, our unique, cloud based, multi-language CMS product to provide a bespoke solution with consistency and longevity. At each key stage of the site build we developed a working prototype. We then exposed this to live user testing and shared the insights gained with the client. This helped to change some long held brand conventions and ensured the new site was always focused on the customer.

Impact

The results go from strength to strength, with a 189% year-on-year increase in visit to lead conversion, 110% increase of test drive leads and an impressive mobile completion rate of 35%.

Cascade continues to enhance the BMW brand experience through the sales funnel and increase lead conversion.

Test drive leads increased 110%
35% mobile completion rate