{"id":59,"date":"2022-05-27T15:21:36","date_gmt":"2022-05-27T15:21:36","guid":{"rendered":"https:\/\/conversion.com\/?post_type=case-study&#038;p=59"},"modified":"2022-11-29T15:34:09","modified_gmt":"2022-11-29T15:34:09","slug":"toyota","status":"publish","type":"case-study","link":"https:\/\/conversion.com\/case-study\/toyota\/","title":{"rendered":"Toyota"},"content":{"rendered":"<section class=\"case-content-wrap\" data-ref=\"case-content\">\n\t<div class=\"container container--medium case-content__container\">\n\t\t<ul class=\"sticky-menu\" data-ref=\"case-content-menu\">\n\t\t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t<a class=\"sticky-menu__item-link  active\" href=\"#opportunity\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t<span class=\"sticky-menu__item-text\">Opportunity<\/span>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#solution\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t<span class=\"sticky-menu__item-text\">Solution<\/span>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#result\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t<span class=\"sticky-menu__item-text\">Result<\/span>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t<div class=\"case-content-section-wrap\">\n\t\t\t<section class=\"case-content\" id=\"opportunity\" data-ref=\"case-content-item\">\n\t\t\t\t<div class=\"case-content__inner\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"case-content__title\">Opportunity<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"case-content__content\">\n\t\t\t\t\t\t<p>Inchcape are one of the world\u2019s leading automotive distributors, with operations in 36 national markets. When they came to us, they had an interesting challenge:<\/p>\n<p>The main focus of each of their websites was to generate qualified leads that they could then nurture into sales. However, their websites were often treated and thought of as brochures where users could browse without taking further action. This meant that far fewer of their users were being converted into leads than they would have liked.<\/p>\n<p>As a result, Inchcape were looking to develop and test new lead generation approaches, but without any in-house experimentation capability, they needed external support.<\/p>\n<p>We were initially hired by Inchcape to increase the number of leads generated by their Toyota website in the Hong Kong market. Bigger picture, though, we were challenged to demonstrate the value of experimentation to the entire worldwide Inchcape team.<\/p>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/section>\n\t\t\t<section class=\"case-content case-content--black\" id=\"solution\" data-ref=\"case-content-item\" data-color=\"black\">\n\t\t\t\t<div class=\"case-content__inner\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"case-content__title\">Demonstrating value through fast results<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"case-content__content\">\n\t\t\t\t\t\t<p>Understanding why customers are behaving the way they are is central to our experimentation approach.<\/p>\n<p>We knew that if we wanted to bring about meaningful behavior change in Inchcape\u2019s website users, we would need to understand them better: specifically, what was motivating them and what was stopping them from converting to a lead?<\/p>\n<p>Having conducted an analytics audit, we found that the dropoff rate on the \u2018our vehicles\u2019 pages was particularly high \u2013 only a very small percentage of users were following through to the \u2018book a test drive\u2019 page.<\/p>\n<p>Preliminary user research suggested that this was probably because the \u2018book a test drive\u2019 call-to-action (CTA) was seen by users as too big a commitment given where they were in their buying journey.<\/p>\n<p>We therefore hypothesized that by moving the \u2018book a test drive\u2019 CTA further down the page and introducing a number of \u2018softer\u2019 CTAs, such as \u2018get the RAV 4 price list,\u2019 we would be able to increase the number of leads generated by these pages.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-2984\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3.png\" alt=\"\" width=\"1512\" height=\"1382\" srcset=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3.png 1512w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-300x274.png 300w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-1024x936.png 1024w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-768x702.png 768w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-800x731.png 800w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-400x366.png 400w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-788x720.png 788w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-394x360.png 394w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-263x240.png 263w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-920x841.png 920w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-460x420.png 460w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-230x210.png 230w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-115x105.png 115w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-1140x1042.png 1140w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-570x521.png 570w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-285x260.png 285w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-142x130.png 142w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-100x91.png 100w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-50x46.png 50w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-25x23.png 25w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-12x11.png 12w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-835x763.png 835w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-417x381.png 417w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-1-3-208x190.png 208w\" sizes=\"(max-width: 1512px) 100vw, 1512px\" \/><\/p>\n<p>On a different part of their website, we found another interesting opportunity for experimentation: a huge number of their users were landing on their finance calculator page each month to request a quote. However, only a tiny portion of these users were converting into leads.<\/p>\n<p>Our hypothesis was that if we placed a lead capture form on this page, users would be willing to give their details in order to see the results of their quote.<\/p>\n<p>As is often the case, neither of these experiments came without risk. Our primary concern here was that the implemented changes for each experiment would cause the number of users clicking the \u2018book a test drive\u2019 CTA to fall.<\/p>\n<p>Nonetheless, given the findings from our user research, as well as the already low conversion rate for this particular CTA, we believed the risk to be small relative to the potential reward.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-2985\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2.png\" alt=\"\" width=\"1512\" height=\"1382\" srcset=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2.png 1512w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-300x274.png 300w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-1024x936.png 1024w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-768x702.png 768w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-800x731.png 800w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-400x366.png 400w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-788x720.png 788w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-394x360.png 394w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-263x240.png 263w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-920x841.png 920w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-460x420.png 460w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-230x210.png 230w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-115x105.png 115w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-1140x1042.png 1140w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-570x521.png 570w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-285x260.png 285w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-142x130.png 142w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-100x91.png 100w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-50x46.png 50w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-25x23.png 25w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-12x11.png 12w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-835x763.png 835w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-417x381.png 417w, https:\/\/conversion.com\/wp-content\/uploads\/2022\/05\/toyota-exp-2-2-208x190.png 208w\" sizes=\"(max-width: 1512px) 100vw, 1512px\" \/><\/p>\n\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/section>\n\t\t\t<section class=\"case-content\" id=\"result\" data-ref=\"case-content-item\">\n\t\t\t\t<div class=\"case-content__inner\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"case-content__title\">Result<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"case-content__content\">\n\t\t\t\t\t\t<p>The first of these two experiments \u2013 implementing the softer call-to-action on the \u2018our vehicles\u2019 pages \u2013 increased the number of leads by 46%. The second \u2013 implementing the lead-capture form on the finance calculator \u2013 increased lead numbers by 95%.<\/p>\n<p>Importantly, while the changes introduced in these experiments generated a huge uplift in lead numbers, neither experiment resulted in a statistically significant decline in the number of test drive bookings. In other words, these changes \u2013 both yielding huge positive results \u2013 had no adverse impact on any other important KPI\u2019s.<\/p>\n<p>In addition to these quantitative results, both of these experiments also yielded a number of interesting insights that we were able to take forward and apply to other experiments. For example, hard CTA\u2019s like \u2018book a test drive\u2019 are ineffective when users are at an early stage of the buyer\u2019s journey. Were there other places on the website where this mismatch was happening?<\/p>\n<p>All in all, the team at Inchcape have been deeply impressed by our work and by the power of experimentation more broadly. As a result, they\u2019ve since expanded the scope of their program, and we\u2019re now working with them to optimize a number of their other websites, including Toyota in the Romanian market and Land Rover in the Polish market.<\/p>\n<h4 style=\"text-align: center;\">46%<\/h4>\n<p style=\"text-align: center;\">Increase in leads from the &#8216;Our Vehicles&#8217; pages<\/p>\n<h4 style=\"text-align: center;\">95%<\/h4>\n<p style=\"text-align: center;\">Increase in leads from finance calculators<\/p>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"u-spacer\"><\/div>\n\t\t\t\t<div class=\"sharing-bar-wrapper\">\n\t\t<p class=\"sharing-bar__title\">Share this case study<\/p>\n\t\t<ul class=\"sharing-bar\">\n\t\t<li class=\"sharing-bar__item\">\n\t\t\t<a class=\"sharing-bar__item-link\"\n\t\t\t\thref=\"\/\/www.facebook.com\/sharer.php?u=https:\/\/conversion.com\/case-study\/toyota\/\"\n\t\t\t\tonclick=\"window.open(this.href, 'share 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