Serving Sticky Banners to Engaged Visitors
Many people now access the web primarily through their mobile device, and mobile users are known to be impatient. Because of this, Toyota wanted to shorten the path to booking a test drive to smooth the mobile user experience.
Toyota used Insider to implement a “sticky” button on their mobile site that visitors could click to schedule a test drive. This type of button is called “sticky” because, once it appears, it is displayed until the user exits the site, no matter what page they’re viewing.
Targeting the right visitor at the right time is an important element of success when using this type of promotion. Without segmentation, brands risk interfering with the user experience, which may lead to frustration among potential customers. In this case, the button was only shown to visitors that were already engaged. The button appeared only when a user visited a car detail page.