Industry
Automotive
Category
Personalization
Predictive Segments
Channels
Onsite (Web/Mobile)
Solutions
Banner Management
Overlays
Success Story
How Nissan increased test drive applications by 53.6% in just two weeks with Insider’s personalization suite
Personalization
Web Suite
Exit Intent Overlays
53.6%
increase in test drive bookings
via exit intent overlays
39.8%
increase in test drive bookings
via personalized banners
“Insider’s personalization scenarios helped us tackle one of our biggest challenges: increasing the number of test drive applications each month. With personalized scenarios, such as exit intent overlays and contextual banners, our sign-ups improved by a whopping 53.6%. We love how Insider provides us with a feature-rich platform, helping us improve online experiences continuously.”
Digital Marketing Specialist
Executive summary
Nissan partnered with Insider to help increase test drive applications which, in turn, would lead to more sales. By leveraging Insider’s advanced personalization suite, the team at Nissan was able to build seamless, conversion-boosting experiences on its website, encouraging more customers to book test drives. Nissan saw a 53.6% increase in bookings within just two weeks of implementing Insider.
About Nissan
Nissan is one of the world’s most innovative car manufacturing brands, offering a wide spectrum of vehicles, ranging from family-friendly cars like the Nissan Versa to the beastly 591-horse-powered Nissan GTR and the world’s best-selling electric vehicle Nissan LEAF.
Why Insider?
Nissan chose Insider for its advanced website personalization capabilities. Having seen Insider’s impressive track record in driving results in the automotive industry, including working with globally renowned brands such as Toyota, Lexus, Peugeot, and Hyundai, Nissan was keen to leverage Insider’s powerful platform to help improve key metrics.
USE CASE #1
Increasing test drive bookings by 53.6% with exit intent overlays
The challenge
In the automotive industry, applying for a test drive is one of the most crucial steps in a customer’s journey; an indication that the prospect has the intent to buy a car. For automotive brands, the vast majority of cars are sold via in-store visits compared to other channels like email, phone calls, and more. Therefore, getting a prospect to sign up for a test drive can significantly improve a brand’s overall conversion rate by directly impacting car sales numbers. With this in mind, the marketing team at Nissan was looking to increase the number of test drive applications for the cars listed on its website.
The solution
Nissan leveraged the power of Insider’s personalization suite to run a variety of experiments aimed at increasing test drive applications. The marketing team created a segment of customers with a higher chance of signing up for a test drive. This smart segment was created after defining a variety of qualifiers like the number of pages visited, type of pages visited, duration of sessions, number of sessions and more. They also targeted based on other behavioral traits, such as cursor location on the page, scroll location, and more.
If the visitor showed such behavior, an exit intent overlay was shown for prospects to leave their information to receive an email or a callback about the car they’d been looking at. Nissan representatives would then contact prospects to schedule test drives.
“The exit intent template was simple to set up on our website, and we used Insider’s intuitive drag-and-drop editor to ensure it was perfectly Nissan-branded. Insider’s templates are a gold mine, making it so easy to launch new initiatives quickly. And these campaigns have a massive impact on our key metrics: a 53.6% increase in bookings to be exact!”
Digital Director
The results
53.6%
increase in test drive bookings via
exit intent overlays
exit intent overlays
USE CASE #2
Leveraging personalized banners to increase completion rates by 39.8%
The solution
Next, Nissan targeted a segment of customers who were active on dedicated car pages. The visitors on these pages were served a custom header banner with a “Call me” button to receive a callback. Nissan representatives would then contact prospects to provide further information and schedule test drives for interested browsers.
The results
39.8%
increase in test drive applications
via personalized banners
Summary
Insider has had a huge impact on Nissan’s key metrics and helped the team drive a significant increase in test drive bookings within a very short period of time.
Looking ahead
The team at Nissan is now looking to expand its personalization initiatives using Insider’s advanced platform. They are interested in testing out Insider’s gamification templates to help increase lead generation further and are keen to use Insider’s WhatsApp solution to build stronger customer relationships via two-way messaging.
Favorite feature
Exit Intent
Nissan’s favorite Insider feature is the exit intent overlay template, which helped the brand increase test drive bookings by 53.6% in just two weeks.
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