Discover how we transformed the car buying experience, leaving dealers and customers thrilled. By tackling communication gaps, confusion, and outdated practices, our user-centric platform empowered buyers and streamlined sales.
Dealers faced a pressing need to improve communication with customers as their existing platform was seen as a lead generation tool with a high cost per lead. This led to dissatisfaction among dealers and OEMs, resulting in subscription cancellations. The digital retailing patterns were outdated, and the platform lacked clarity for online shopping, leading to low engagement and conversion rates. The objective was to create a user-friendly solution that would enhance customer engagement, lead generation, and the overall car buying experience.
Before : An overloaded product page confused customers with multiple tasks and overwhelming information, leaving them unsure about what was important or their next move.
The primary objective was to understand how car buyers prefer to purchase vehicles and demonstrate the value of the software to dealers and customers. The goal was to improve the sales staff workflow, increase customer engagement and lead generation, provide dealers with robust tools for creating attractive quotes, boost basket size, and improve customer conversion rates. Ultimately, the aim was to deliver a confident and convenient online shopping experience, empowering customers to finalize their car purchases with ease.
To address the challenges and opportunities, we conducted interviews with 60 car buyers, exploring their experiences, pain points, and preferred car buying processes. Additionally, salespeople and general managers were interviewed to understand their goals and sales processes. This research identified common friction points and opportunities that could benefit both car buyers and salespeople.
The research revealed that the negotiation and price discussion phase was particularly challenging for both car buyers and salespeople. Salespeople aimed to immediately bring customers to the dealership, while buyers felt uncertain and lacked control. The COVID-19 pandemic further intensified these challenges as cars were scarce, leading to rushed transactions. The research emphasized the need for a clear communication channel and self-service option for car buyers, as well as a quick and convenient quoting tool for salespeople.
The solution involved creating a dedicated quote page, enabling car buyers to review multiple pricing options from any device. The primary goal was to present all deal information in an easily digestible format, increasing buyer confidence and conversion likelihood. Additionally, a quote builder tool was designed for salespeople, accessible from any device. The new tool provided clear next steps for car buyers without the need for contacting a dealer. Salespeople also received updates on customer engagement with the quote, including views, liked options, and any modifications made.
The redesigned quoting feature was met with enthusiasm by dealers, who swiftly adopted it into their processes and trained their staff accordingly. Car buyers expressed increased willingness to place deposits and reported higher levels of trust, leading to recommendations to friends and family. 95% of car buyers found the quote informative, addressing their questions and concerns. Moreover, 70% of car buyers felt confident enough to place deposits online without contacting the dealer.
The redesign of the car buying experience was an immense success, not only for our clients but also for the industry as a whole. By providing increased transparency and customer control, we addressed many of the negative aspects associated with purchasing a car. This solution has the potential to become the new industry standard, offering a more user-centric and empowering car buying experience.
