Volkswagen
Volkswagen available immediately
It’s no secret that Volkswagen’s main goal is to sell cars. This, of course, means that generating leads and sales is also the most important goal for Artegence!
How do we achieve this goal? Through the analysis of statistical data, analysis of user behavior on the web and optimization of the Digital Consumer Journey, understood as the design of paths and solutions on the path to purchase a car. All this is done to find the most important touchpoints in the brand ecosystem in terms of conversions (leaving a lead) and develop them to their fullest potential.
OUR ROLE
Volkswagen, I choose you
A sneak peek, without leaving home, of the list of cars available at Volkswagen yards was possible from mid-2017. Back then, the brand had already implemented a tool in the configurator on volkswagen.pl that prompts which cars of a selected or similar configuration are currently available at dealers.
(…yes, exactly you!).
After we started working with Volkswagen, we quickly agreed that the car search engine had very high potential. It not only generates a large number of leads, but also actually sells cars. We decided to take it under the microscope and start creating a new version.
Analysis, analysis and more analysis
We started with the “Discovery” phase. This is by far the most important stage in the development of a new product. This is the time when we look at everything and anything that has any impact on the operation of the tool and everyone who uses or could use the tool.
We started with a comprehensive analysis of the existing search engine, gathered feedback and user needs. We put ourselves, one by one, in the place of each of the players in the brand’s ecosystem and defined solutions that would allow these players to optimize their operations, once the new version of the search engine for off-the-shelf cars is available to them.
A. Consumer perspective
Users are the absolute most important source of insights. We design websites and tools for them. That’s why we started the Discovery phase by collecting opinions about the current search engine. All our assumptions were confirmed, which resulted in the implementation of the following functionalities:
Make it easier to find your dream car by filtering and sorting results
Provide very detailed information on vehicle equipment
Suggesting similar cars in the absence of available 100% matching the selected criteria
B. Brand perspective and comprehensiveness of offerings
One might think that there is nothing complicated in presenting the offer of cars on the market – after all, each one has its own configuration and price. The reality is different – the price of a car can depend on the discount, which can vary depending on the equipment version, engine capacity and type, production year, model year or the week in which the car was manufactured. We had to develop a flexible system that could assign discounts exactly as the offer is structured. Sometimes even at the level of one specific car.
We also wanted to provide the client with an authoritative source of knowledge about its consumers, so we implemented advanced Google and Adobe Analytics tracking to understand consumer preferences and provide inspiration for optimizing DCJ and creating new offers and campaigns.
C. Agency perspective
We do it… optimally! Taking into account the perspective of the agency that operates or will in the future operate and update the tool sometimes seems… insignificant to clients. After all, it will be in fee. 😉 Fortunately, Volkswagen also adheres to the principle of work smart, not hard, which is why, already at the analysis and design stage, we gave up solutions that were very time-consuming or complicated (giving the possibility of easy mistakes) in the current operation.
D. Perspective of other actors in the mark ecosystem
Who already uses or could use the tool we design? We have defined these entities into three areas – Dealers, Social Media and media campaigns. It is for them that we have prepared, among others: dynamic URLs and public APIs.
Dynamic URLs that change depending on the selected filters make it possible, for example, to creatively create content for social media. We are able to present all red Golfs, all cars up to PLN 60,000 or the entire offer in the Pomeranian Voivodeship! In the same way, dealers can present only cars from their showrooms, and the banner campaign can be targeted in a very precise way – e.g. only to users from a specific city who are interested in SUVs.
Thanks to the API (a system that can be used to query the condition and details of cars), remarketing banners present exactly the Volkswagen cars that the user has previously viewed. This gives you the opportunity to use Adform, Google or Facebook tools to precisely reach interested users.
Implementation
After the “Discovery” phase and creating a functional backlog, we already had an idea of ​​the product we wanted to deliver. It’s time for prototyping and production. The first mockups were tested during in-depth qualitative research and received a rating of 5/5 stars!
After the research, “only” things left to do: full UI, programming and tests ;). Want to learn more? Please contact us!
Effects
We are already achieving a 15% higher purchase rate than with the previous version of the tool. Additionally, most sales from the Internet are made after leaving a lead in the search engine. As many as 25% of users constantly return to the website, looking for the perfect car for themselves.
