Through our hot house approach, we transformed BMW's retailer network websites, increasing their year-on-year visit to lead conversion by 189%.
Consideration. Evaluation. Purchase.
The 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.
The insight Fragmented franchisee websites were offering an inconsistent (and often poor) user experience which was impacting on key business metrics.
The work We delivered Cascade, our cloud based, multi-language CMS product to provide a 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.
The results We started a phased rollout of the sites in February, completing the launch just one month later in March. The results continue to 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.