The Challenge:
The Kia dealership was looking to improve form submissions on their site, the more form submissions they have then their sales team can close more car sales. The location of the dealership in Easton, Pennsylvania. Due to its town's small population size, the dealership is focused on SEO to attract customers from neighboring cities/towns, but they also needed to convert visitors into leads to grow their sales.
Target Audience
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32 - 55 years old male
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Skilled trades, insurance, healthcare, or middle-management
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$55,000 – $85,000/year
The Solution:
Since the dealership wanted to increase form submission on both desktop and mobile we proposed a conversion rate optimization (CRO) test in other words A/B testing. The hypothesis was changing the color of the "Check Availability" button to green from red will increase the Click-Through-Rate.
The Proposed Execution:
- Developed OKRs - focused on objectives, results, KPIs and targets.
- Created Mockup using Canva.
- Once approved setup experiment on Convert (AB testing tool).
- Setup Google Analytics 4 for the experiment.
- Handed over the original and test variation to the development team to implement on the site.
- Once the developer team implemented the changes we ran the A/B test for 90 days.
The Result:
- The A/B test was a success, since it was conclusive winning test since the test had a 98.75%
- confidence level. The green CTA button was the winning choice.
- Over a 90-day period, the dealership saw the following results:
- Traffic: Original page had 2,596 visitors, the variation page with button color change had
- 2,573 visitors.
- Conversions: Original page had 91 form submissions the variation page had 126 submissions.
- Conversion Rate: Original page conversion rate was 3.5% and the variation page had 4.9%.
