Iveco Vans & Trucks

Challenge: Improve customer journey for booking a test drive.
Approach: Undertook a full website audit to identify all possible ways of getting to the booking form, which was found to be more complex for certain vehicle ranges than others. Many pages were revised to ensure consistency across all sections, with others removed & the content merged with remaining pages to maintain SEO rank.
Results: Website saw a steady increase in conversion rate for test drive form submissions throughout following months.

Challenge: Decrease drop-off rate of booking a test drive form.
Approach: Existing booking process was fairly robust & straightforward so I implemented a multivariate testing schedule across both desktop & mobile through Google Optimise. This included testing the size, positioning, colour & wording of CTAs at each stage of the process.
Results: Positioning & wording changes were found to have the most impact & were implemented on the booking forms. Within one month the drop-off rate fell by approx. 7%.