1. GM BUYPOWER (VERSION 3.0, LAUNCHED APRIL 2000)
GMBuypower.com was the #1 Most Useful
Manufacturer Site by J.D. Power and Associates
2002 Manufacturer Web Site Evaluation Study
Objectives:
Zentropy Partners has been GM BuyPower’s Agency
of Record for nearly four years. Z:P is responsible for
all aspects of the BuyPower business – from strategy
development to advertising/marketing to site
development to site metrics. For the current site, the
objectives were to:
• Increase dealer leads
• Increase site traffic
• Simplify the car-buying experience
• Replicate the site experience on the key
Strategic Alliance properties
• Closely work with multiple stakeholders
• Organize a vast body of information
• Integrate with an extensive back-end
information system
• Design information architecture to ensure
intuitive, elegant and speedy navigation
Solutions:
• Developed new Dealer Messaging channel
to help simplify the methods of contacting a
GM BuyPower dealer
• Conducted multiple rounds of extensive
Usability Testing to validate our Experience
Architecture and Designs
• Re-produced complete GM BuyPower sites
on www.edmunds.com; www.kbb.com and
www.aol.com
• Designed site based on user needs, using
simple navigation and user-friendly
information tools
• Acted as “program manager” for GM
BuyPower with various GM entities, external
vendors and partners
• Incorporated GMAC financial services and
dealer inventory system into user
experience
• Developed new logo/identity
Results:
• Currently averaging over 130,000 leads per
month with 23% of those leads resulting in a
purchase of a GM vehicle
• 80+% of the dealers have enrolled in the
GM BuyPower program
• Received the Internet Marketer of the Year
by Advertising Age in automotive category
• GM BuyPower.com is currently ranked as
the #1 automotive site by Gomez Advisors