Client
- Mercedes-Benz
Services
- User Experience
- Conversion Optimization
Industry
- Automotive
Deliverables
- Optimization (AB) Tests
- Data Analysis
- Expert Reviews
About the project
Vans that deliver
As a Dutch Formula 1 fan, Mercedes wouldn’t be on my list of favorite teams. But on the road, I have to admit they produce some amazing cars and vans. And even though most people are familiar with the brand, Mercedes keeps pushing their dream to one day see no other brand driving around.
A dream that drives any company within the automotive sector. But in order to achieve this goal, a solid customer experience is necessary. Not just on the websites itself, but also on Social Media campaigns.
And the only way to know if you get the best possible experience, is of course by testing! A task more than familiar to me.
My role in this project
Conversion Optimization Campaign
My role as a CRO Consultant for Mercedes-Benz was to find possibilities in the online & offline customer journey that would lead to conversion growth. A role that required lots of research, creativity and AB tests.
Now something that made me very excited was running AB tests on Social Media. Mercedes-Benz was convinced their Social Media Campaigns could book better results, but struggled figuring out how. And that’s where I came in.
By analyzing data and run Eye-tracking Analysis on their earlier campaigns, I found some interesting methods to boost the Click Through Rate by changing the visual appearance. And with help from some Social Experts we run various positive tests that not only boosted the Click Through Rate, but also increased the Return On Investment!
The biggest challenge I faced
Working around a Brand Guide
The space within the Social Footage is limited. And Brand Guidelines take away most of the space, won’t make it easier to play around with different strategies. So my creativity was strongly challenged.
Since the position, color and size of the logo, texts and buttons were untouchable, I put my focus on the background. Changing the color of the Van, the perspective, the surrounding and so on, to gain the highest awareness. My goal? Create a clear but inevitable campaign that stops people from scrolling past it.
So instead of showing a grey car, since grey is the most popular color among buyers. I chose the color red. Because a grey car might be chosen more often once buying, the red car stops people from scrolling and pulled them in. And that’s just one of my many changes that made this campaign successful.
