A leading automotive company asked us:

How do we evaluate whether a site redesign has improved lead conversion and brand impressions?

We answered:

The company wanted to evaluate whether a site redesign had improved lead conversion and brand impressions. They also wanted to monitor the impact of UX investments on multiple platforms on an ongoing basis.

The client wanted to measure and monitor the impact of investments made in desktop and mobile brand site user experience; identify site experiences, features, and functionality that require future investment for both platforms; and prioritize digital spend based on investments expected to have the greatest business impact. AnswerLab developed a desktop and mobile intercept survey to establish UX-based benchmarks and monitor impact and we held quarterly workshops with prioritized recommendations tailored to KPIs and business metrics.

Outcome:

AnswerLab was able to provide targeted, actionable recommendations to improve conversion and brand impression in site redesign along with baseline metrics to evaluate the redesign’s impact and prioritized recommendations for ongoing UX investments based on business goals (conversion and brand impressions). Overall this established UX measures for an Executive KPI dashboard and performance evaluation increasing lead conversion.

 

Categories: Automotive