How ŠKODA increased test drive visits by 40%
Test drives are a key stage in progressing the customer car purchase journey. With much pre-purchase research taking place online, test drives are increasingly booked online also. Car marque websites are also the perfect place for prospective customers to visualise how their dream car might look and feel, and online tools such as the ŠKODA Toolkit (including a Car Configurator and Finance Calculator) facilitate this.
ŠKODA’s goal was to optimise customer experience with their brand online, with a particular focus on increasing the number of test drives booked via the website.
ŠKODA’s challenge was to understand:
- What are the most critical areas of the website creating navigation barriers for customers?
- Where is the biggest opportunity for improvement?
- What types of interaction have the highest correlation with booking a test drive?
ŠKODA UK wanted to encourage visitors to request a test drive by increasing the number of interactions with ŠKODA’s Toolkit, including the Finance Calculator, Find a Retailer and Car Configurator functionality.
At the beginning of the engagement our team built a measurement framework - a map of the metrics that are critical to ŠKODA’s success. The visualisation allowed our analysts, working closely with ŠKODA’s digital transformation team, to translate their business objectives into web analytics metrics and prioritise optimisation based on the performance of these data points.
As one of Contentsquare's partners, with more than 6 certified analysts, Merkle supported the ŠKODA team (led by Chris Whitmore) to champion the use of the platform in investigating the challenge they were confronted with. We conducted a very in-depth piece of analysis using both Google Analytics and Contentsquare which uncovered the following customer problems:
- Users did not have clear next steps when interacting with the new car pages
- Users displayed looping behaviour between pages, which is a sign of confusion
- Users were abandoning journeys, due to distractions in the pages
The detection of many users looping back and forth between the homepage and the new cars page suggested they were struggling to find key information and weren’t able to navigate the ŠKODA UK site easily.
The Click Rate metric in Zone-based Heatmaps revealed that very few users were clicking the Toolkit, hidden at the bottom of the homepage, leading to a lack of clarity in a user’s journey.
These conclusions led us to highlight the visibility of the toolkit by implementing a sticky tools navigation on the right side of the page.