Driving online conversions for test drive bookings for luxury EV brand

This innovative electric vehicle brand from China is committed to driving the future of transportation with cutting-edge technology and a customer-centric approach.

Having recently launched into the European market, its website is a key channel for helping people discover the brand, learn more about its vehicles, and encourage them to book a test drive.

However, the website wasn’t driving these conversions. With a new campaign encouraging people to consider its cars in their search for a luxury EV vehicle, the website needed to better reflect a luxury car brand and deliver a more premium customer experience. 

Inviqa’s experience design expertise was enlisted to make the website work harder: have it more accurately reflect the brand’s status, deliver a superior customer experience across desktop and mobile and - most importantly - encourage people to book a test drive.

To kick the project off and ensure alignment with the brand’s team on what the new website design would be, Inviqa’s experience design team visited the company’s European headquarters. Here, they ran a series of workshops to bring the EU and Chinese teams on board with our approach and design recommendations.

Then, with limited time before the designs needed to be delivered, we worked in three sprints, creating designs of the improved experience, and running user testing using clickable prototypes to finalise the designs and journeys before moving on to the next. 

For the new designs the focus was on:

• Including calls to action at key points on each page, making it clear what the next step should be and easy for people to take that next step in their journey
• High-quality imagery showing the vehicle in its entirety to give an indication of scale as well as its interior to cement its luxurious and tech-forward design
• Focus on key data points that make it easy to compare the brand’s vehicle to each other, as well as competitors’, and highlight the vehicle as worthy of consideration
• An online journey that aligned with the brand and reflected the tech-forward, premium product that the cars are.

User testing helped refine the design, highlighted details customers were most interested in seeing, and helped optimise the book a test-drive conversion journey and bring the overall experience in line with what people expected from a more premium brand.

It helped uncover, for example, that a multi-step form was the preferred option, as it provided a more personalised and tailored experience. It also gave customers the impression that they would receive a better experience when they went for their test drive if they provided more detail. The length of the form was then balanced by only making the basic information needed to book a test drive compulsory, allowing people to skip through the process if they preferred and so it wouldn’t become a barrier to conversion.

To go along with the designs, updated copy, assets and imagery were provided and translated into multiple languages to serve the regions in which the brand operated.
Once the designs were completed, these were handed to the car brand’s development team – alongside a comprehensive design system - to start rolling out onto the website. 

Data dashboards

Alongside the new website, the EV brand’s team wanted to be able to more easily track the success of its campaigns, engagement with the website and conversion. 

To support this, our CRO team built a marketing dashboard bringing together data from multiple sources including GA4, GSC, CRM, Paid Ads and SEO tools to provide near-time insights on the insights that mattered and enable data-driven decision-making for future marketing activities.

We also ran training sessions on its usage and conduct regular maintenance and updates to ensure the dashboard runs optimally.

 

The EV brand now has a mobile-optimised website that champions what makes it different, why it’s a key contender for those seeking a new EV and drives conversions through an optimised ‘book a test drive’ journey. 

The design, imagery and content heralds the cars as a high-tech luxury option and a key consideration for those looking for an EV vehicle that’s a cut above the rest. The new modular design enables the brand’s development and website team to easily add new content and pages as the range expands.

Meanwhile, the dashboard gives the brand’s marketing team valuable near-time data on campaign and site performance to provide a better understanding of which activity is driving quality traffic.