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

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Optimizing the funnel of Suzuki Belgium - and more

Editor's Notes

  1. Cover Slide: Speech title is 48 point black Calibri Body Names are 18 point Arial Narrow Note: Moderators are NOT pictured.
  2. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  3. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  4. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  5. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  6. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  7. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  8. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  9. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  10. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  11. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  12. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  13. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  14. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  15. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  16. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  17. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  18. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  19. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  20. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  21. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  22. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  23. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  24. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  25. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  26. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  27. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  28. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  29. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  30. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  31. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  32. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  33. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  34. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  35. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  36. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  37. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  38. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  39. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  40. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  41. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  42. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  43. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  44. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  45. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  46. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  47. Graphics with no text (or a very short caption), should be as large as possible on the slide. Header 44 point green Calibri, bold
  48. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  49. Bullet list Header is 44 point green Calibri bold Body copy is 36 point black Calibri
  50. Section Slide: Part: 96 point bold Calibri Section title: 48 point body Calibri
  51. Last Slide Panel Version – Thank You, contact info. Thank you Line: Calibri 48 point bold, black Contact info: Arial narrow, 22 point; name is bold and company is italics, all else is regular Note: Moderators are NOT pictured.