166%
applications
54%
product pages
12-18%
campaign pages
Industry
Automotive
Channels
Web
Mobile
Solutions
Exit intent popups
Segmentation
Surveys
“As a marketer, I truly enjoy working with Insider. The platform brings an enhanced level of agility to our team and helps us make the right marketing decisions promptly. We don’t need to depend on IT for our marketing needs, we simply turn our ideas into real-time scenarios and start observing their performance immediately.”
Marketing Director
Executive summary
For most customers, a car is the second largest purchase they make in their lifetime after a house. Toyota wanted to demonstrate it understood the importance of finding the perfect car. To do this, it knew it was imperative to attract prospects into its showrooms for a test drive to increase their likelihood of making a purchase.
About Toyota
Toyota is a Japanese multinational automotive manufacturer headquartered in Toyota City, Aichi, Japan. Founded in 1937, today the company manufactures and sells vehicles under four brands. Toyota has become known as a global leader in developing more fuel-efficient hybrid electric vehicles and was also the first automobile manufacturer to produce more than 10 million vehicles per year. Toyota employs more than 370,000 people, makes vehicles on every continent, and sells vehicles and related services in more than 170 countries.
USE CASE #1
Increasing test drive applications by 166% with Exit Intent Overlays
The challenge
Toyota’s biggest goal was to get customers to apply for test drives, thereby increasing customer walk-ins to the showrooms to interact with sales reps. Although traffic to the mobile website was high, most visitors left without booking a test drive.
The solution
Insider recommended adding a button to the bottom of each product page, asking visitors to sign up for a free test drive. As most visitors were researching car models, placing this button on a product page was more likely to entice them into picturing themselves driving the car and considering booking.
Toyota then used Insider’s Banner Management tool to create a pop-up banner that targeted visitors who were leaving the page. The banner would ask, “Couldn’t make a decision? Book a test drive to decide which Toyota will be yours”
“Using Insider’s Exit Intent technology, we targeted people who were leaving the campaign detail page before booking a test drive. The results were great: a 166% increase in test drive applications.”
Marketing Director
The results
17%
increase in test drive
application
(via PDP button)
166%
increase in test drive
applications
(via pop-up banner)
USE CASE #2
Boosting product page traffic by 54% using Insider’s tailored mobile homepage view
The challenge
Toyota already knew that to increase test drives it needed to increase its product page traffic. With over 30% of car searches beginning on mobile, the brand needed to optimize its mobile home screen. However, its current mobile experience was cluttered and hard to navigate, which was causing high bounce rates.
The solution
The Insider team suggested using its Customer Data Platform to identify visitor segmentation and optimize mobile layouts based on previous behaviors and preferences of each user. By personalizing the homepage, visitors would automatically see the models they’d already expressed an interest in first.
“We wanted to facilitate the process of finding a specific car model as soon as visitors land on our mobile homepage. Using Insider, we were able to segment and target visitors with relevant messaging based on their behavior and preferences.”
Marketing Director
The results
54%
increase in traffic
USE CASE #3
Nurturing prospects and increasing engagement with personalized surveys
The challenge
After attracting visitors to the Toyota website, the company was keen to maintain engagement and ensure the Toyota brand remained top-of-mind throughout the sales cycle.
The solution
The Insider support team recommended Toyota use Insider’s personalization suite to build an engagement strategy that involved creating a series of tailored surveys customized for specific customer segments, based on their interests and preferences. The team ran an engagement campaign for hybrid car models, seeking to understand the knowledge level and preferences of the visitors.
Visitors who actively engaged with the survey were rewarded with a tailored post-survey pop-up that delivered informative content related to their answers. This personalized approach not only educated prospective customers about the features they may not have been aware of but also ensured that the Toyota brand was consistently present during the visitor’s journey.
“Based on the survey results, we presented visitors with relevant pop-up messages informing them about features they weren’t aware of. As a result, we achieved a conversion rate of 12-18% to key campaign pages.”
Marketing Director
The results
12-18%
key campaign pages
Summary
Overall, Toyota leveraged Insider’s Web and Mobile solutions alongside the personalization tools to build tailored campaigns that decreased bounce rates and boosted conversions. After struggling with test drive applications for months, the global automotive company effectively hit its key metrics and built customer loyalty with engaging, customized experiences that helped simplify the car search process.
Looking ahead
Toyota is in the process of leveraging Insider’s Predictive Ad Audiences platform, to help it identify and segment visitors who are more likely to complete test drive applications. Toyota can then push those predictive segments into their Ad channels to increase Ad spend efficiency and continue to drive applications into their sales pipeline.
Favorite feature
Exit Intent
Toyota’s favorite feature is Insider’s Exit Intent tool. By leveraging this feature, the company was able to increase online test drive applications by a huge 166%.
Trusted by over 1,200 global brands
Want to learn what Insider can do for you?
