#motoreasy

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Study Case Chapter 18 - Motoreasy

What is a conversion funnel? A conversion funnel is a: Defined path that visitors should take to reach the final objective.

Describe what was done here to ensure that more site visitors did what Motoreasy wanted them to do. Motoeasy looked at the drop-off rate at each stage and used the conversion funnel to identify problems. There were two parts on the website where people would get frustrated and nog quit their transaction before finishing it. One was part was about a filling a quote and the second part about credit card information. Both part we changed.

3. How did language play a role in this case study?

What if your large customer base speaks a different language? To be able to change the language on the website, more people feel happy and free to use your website. And because Motoreasy uses quotes there are definitely, some bilingual speakers which rather have a quote in a different language, therefor language is very important. Especially with their strict legal guidelines, which I sure, applies to everyone.

[selinbilgindm]

Motoreasy

A conversion funnel are the steps a person takes on a site, to end up in becoming a customer. Motoreasy looked where people left the site in the conversion funnel. Professionals discovered that the website visitors were lost. The language was too formal, and products were only mentioned in the beginning of the process. Motoreasy improved the site where it lacked. The company made sure the benefits were mentioned more often in the process, next to that a phone number was provided to call, if any problem occurred. Language played an important role in this case. Because the language on the site was too formal, people stopped within the process.

 Using data to base the business decisions on is important, because the companies need relevant sources. If the company does not know anything about their target, it will not be able to succeed. Business decisions need to be based on facts and not completely on speculations. A single-page heat map shows the company where the site visitors click. This gives an indication on what seems clickable and what not for the visitors. A goal is something a company wants to achieve and a key performance indicator (KPI) is a pointer to measure what is achieved.  

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Chapter 18: take it easy, Motoreasy!

1.What is a conversion funnel? A conversion funnel is used to complete ones goal and reach its objectives. This funnel enables a company’s to analyse and apply critical understanding, to view where problems in the conversion process may lie to solve this. In Motoreasy its case the conversion funnel enabled them to see where their customers dropped off. Finally, they found a way to improve its objective and marketing strategy. 2. Describe what was done here to ensure that more site visitors did what Motoreasy wanted them to do. Motoreasy did not want to change its marketing strategy, however they did notice through conversion funnels that there was a clear drop-off in visitors. Instead Monitoreasy decided to improve its current marketing strategy. They did this by displaying the benefits through the whole document instead of only in the beginning. This approach would remember  and motivate the customers to keep reading the documents. Furthermore, Motoreasy the marketing message was consistently communicated by placing contact information  on the  page as well. Also the most imperative information was placed in the top-right position on the page, to draw the attention of its readers and the term and conditions were placed on the bottom of the page. 3. How did language play a role in this case study? The language did not appeal to the visitors at all, as this was too formal. Formal language is in this case not applicable as it demotivates and does not encourages its visitors to keep reading the forms. Written by Nora El-Mazloum

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Case 18: Motoreasy

1.     What is a conversion funnel?

This describes the phenomenon of the process of a consumer operation. It describes the amount of time a consumer takes searching on the internet, before turning the desired product into a sale.

2.     Describe what was done here to ensure that more site visitors did what Motoreasy wanted them to do.

Motoreasy changed the lay-out of their website slightly so that people would find it easier to fill in the forms. They also put their contact information on a easy to spot place on the website, so that if people had troubles, they could contact them by calling them or fill in a different form. They did this so that more warrants from Motoreasy were bought on the website.

3.     How did language play a role in this case study?

As we discussed in last class, people do not read the terms and agreements. This is simply because they designed it in such a way that it is highly unattractive to read. The language that Motoreasy used on their website was very formal, making it hard and (almost) boring to read the text. Because people were turned off by the text, they quit filling in their forms, and thus leading to a very big dropout rate. Motor-easy simply changed their texts on the website and its layout and the dropout rate lessened dramatically.