Optimizing the funnel of Suzuki Belgium - and more

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Conversion optimization in practice. With cases from Suzuki Belgium and other websites.

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  • Optimizing the funnel of Suzuki Belgium - and more

    1. 1. Case Study: Optimizing Suzuki Belgium’s Funnel Karl Gilis AGConsult Managing Partner #TLE2014The Live Event@AGConsult London
    2. 2. 7.164.000.000 humans in the world #TLE2014The Live Event@ AGConsult ©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
    3. 3. 11.132.269 live in Belgium #TLE2014The Live Event@ AGConsult ©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
    4. 4. Only 6.404.615 are Flemish
    5. 5. Market share Suzuki 1,08 %
    6. 6. Forms #TLE2014The Live Event@AGConsult One of the first tests we did
    7. 7. 35,4% more requests for quotes
    8. 8. In real numbers From 6 to 8 requests for quotes per day
    9. 9. Lesson learned: optimize the whole funnel #TLE2014The Live Event@AGConsult
    10. 10. + 45,9% clicks on "Get a quote" + 15,6% clicks on "Book a test drive"
    11. 11. 78% more clicks to a car page
    12. 12. The result of this funnel optimization From 6 to 84 requests for quotes per day That's +1.300%
    13. 13. The funnel on most websites
    14. 14. The goal of conversion optimization
    15. 15. Homepage tests #TLE2014The Live Event@AGConsult
    16. 16. Sliders suck
    17. 17. 28% more clicks
    18. 18. 55% more clicks
    19. 19. Products or product categories?
    20. 20. + 188% more clicks + 75% more sales from homepage visitors
    21. 21. Focus
    22. 22. 23 times more people use the dealer locator
    23. 23. Less marketing, more action #TLE2014The Live Event@AGConsult
    24. 24. • 27,2% more clicks on contact • 46,0% more clicks on Twinson 12,2% more clicks on these product boxes 6,6% more clicks below the page fold
    25. 25. Category & landing pages #TLE2014The Live Event@AGConsult
    26. 26. Tell the user what to do
    27. 27. 13,1% more clicks to product pages
    28. 28. 72,3% more clicks to product pages
    29. 29. Make it easy to compare
    30. 30. 22,1% more clicks to product pages
    31. 31. The power of the bullet list
    32. 32. 78% more clicks to car pages
    33. 33. • 159,79% more clicks to car pages • 76,3% more conversions: • Contact form • Brochure • Dealer locator • Request quote
    34. 34. Product pages #TLE2014The Live Event@AGConsult
    35. 35. CTA positioning
    36. 36. + 45,9% clicks on "Get a quote" + 15,6% clicks on "Book a test drive"
    37. 37. CTA copywriting
    38. 38. 14,3% more clicks
    39. 39. Repeat your CTA
    40. 40. 43,8% more clicks
    41. 41. My 3 takeaways • Never stop testing • Know why you test something • Optimize & measure the whole funnel #TLE2014The Live Event@ AGConsult
    42. 42. Thank you #TLE2014The Live Event@AGConsult
    43. 43. Contact Info Karl Gilis AGConsult Managing Partner +32 9 335 22 73 karl@agconsult.com #TLE2014The Live Event@ AGConsult London

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