The previous Toyota website had been in the market for some time and was now in need of a rebuild due to the evolving landscape of technology and consumer needs. The previous website faced new challenges that resulted in a lack of personalisation, inconsistent brand experiences, time intensive updates and flexibility with minimal lead generation.
In order for us to create a cohesive product experience we had to first understand how our users are currently behaving on the website.
We know from the research conducted that no two experiences are the same, our goal was to create a website that collects user data and tracks behaviour to offer each customer a unique and personalised experience. Due to an extensive personalisation roadmap, we tested out our theory by collecting cookie data to track specific vehicle visits, usage and range categories that the user might be interested in. This assisted us in creating an industry-first dynamic homepage banner specific to each user.
We avoided force-feeding every user with the latest vehicle promotion upfront and utilised this homepage banner space to assist them down their desired path. When returning to the website, the homepage displays the vehicle that was last visited and provides relevant calls to action based on the users’ last activity that will lead them further down the conversion funnel.
By establishing strict design principles and setting up comprehensive user interface libraries, we were able to deliver consistent screens and journeys that can be extended beyond the website. This modular approach was then mimicked within the development environment to deliver a maintainable brand identity and experience across current and future digital products.
The new Toyota.co.za was built on a flexible architecture to allow the team to implement changes, and add new features significantly quicker. A centralised asset repository was created to house all brand and product imagery as well as front-end user interface frameworks. This gave Toyota the online agility it needed to effectively promote product launches and produce pages efficiently.
A service-driven development approach assisted in delivering live vehicle information directly from Toyota’s ITs data infrastructure, while robust data management tools help the team react swiftly to real-time vehicle data.
Initial exploration of the data reveals much greater detail about consumer behaviours, actions and flows to inform optimisation, communication and upstream production.
The newly designed experience assisted the user down the conversion funnel and drastically improved lead generation as evidenced by website analytics one month post launch.
Increase in vehicle specification interactions
Increase in vehicle gallery interactions
Increase in vehicle brochure downloads
Increase in colour configurator interactions
Increase in finance calculator interactions
Increase in apply for finance leads
Reduction in cost for content updates
Reduction in cost for campaign page builds
Reduction in development time spent per model update