A resent case confirmed to us at OMI the valuable insight that great landing page designs based on target group insights will increase the users time spend on the site, which will increase conversion and consequently boost sale.
In this particular campaign for Citroën our objective was to create a landing page that would generate a lot of test-drives in their newest DS-model, the new Citroën DS5.
The target group insight
Approximately one quarter of all test-drives leads to a sale. So going backwards in the market chain it consequently becomes imperative to generate test-drives.
But a test drive is a fairly hard CTA that takes some convincing to act on. In other words; the task is to push each visitor further down the sales funnel through facilitating a virtual experience of the car.
CASE: Citroën DS5 scandinavian launch campaign
When Citroën came to us with the idea to launch the new Citroën DS5 – the flagship in the DS fleet – in Scandinavian, with an event where fashion, exquisite car design and great driving experience was synergized, we was immediately exited. Designers were handpicked across Scandinavia to design a unique series of clothing taking the DS5 as the inspirational vantage point. In ultimo April, the campaign reached its climax at a big event in both Oslo and Copenhagen where a jury of experts selected the winners among the Scandinavian designers.
The creative solution
The Citroën DS5 campaign was set up to consist of a Fashion Blog with the emphasis on the fashion and design elements of the campaign, and a landing site with the emphasis on the new Citroën DS5, its features and its unique design. A number of online media channels – including Google banners and emails to the substantial email database – were set up to generate relevant traffic to the two main sites. We created a highly involving landing site with the emphasis put on all the outstanding pictures and stunning videos as well as on user-involvement. The site was designed to incorporate almost no copy. We used state of the art coding to create a visual inviting and content driven dynamic site, which involved the user in a variety of ways. The user could personalize the site, choosing favorite content and share it on different social media platforms. Activating any content ‘tile’ changes the site dramatically, enlarging the ‘tile’ and unfolding new and interesting content for the user to explore. On the DS5 landing site we incorporated a feed from the blog enabling you to follow the articles on the blog as they were launched.
The blog evolved around the core concept of the campaign: The design5 event where the designers would compete for the jury’s recognition and a cash money prize. On the blog the visitors were able to vote on their favorite designer and comment on articles. On the blog each designer continuously documented his and hers creative progress. The content were following the conventional blog structure with articles, comments, archives and so forth.
Visit the site and try the moving tiles Visit the DS5 blog
On the DS5 landing site we incorporated a news feed enabling you to follow the articles on the blog. The blog evolves around the core concept of the campaign: The design5 event where the designers compete for the jury’s recognition and a cash money prize. ON the blog the visitors are able to vote on the deigners and to comment on articles. On the blog each designer continuasly document his og hers creative progress. The content is folowing the coventional blog structure with articles, comments, archives and so forth.
Highly impressive convertion
The New Citroën DS5 is all about an exceptional personal driving experience. To match this car we wanted to give you a great landing site experience. We needed to create a site that would convey a feeling of “WOW! – I have to try this car”. In short, we wanted you to fall in love with this car and to book a test drive based on this feeling. We counted on the landing page to convey a feeling of having the power over the content. Placing the visitor “behind the wheel” in control of the content on the site, empowered with the ability to organize and share personalized content setups on social networks. In both Norway and Denmark the campaign generated stunning results on all parameters!
Conclusion
When we compare these results with more traditional landing site concepts and designs we are witnessing a significant positive difference. There is an obvious link between traffic volume and conversion, which is confirming my conclusion; the more we share and utilize insights about both the product and the target group the better creative solutions we are able to produce, which consequently attracts and keep visitors and boosts conversion. In my opinion this case proves that great innovative solutions does exactly what we want; make visitors stay longer on campaign sites and get you emotional attached to the product and push for our most important CTA of all when it comes to selling cars: Book a test-drive! From there Citroën goes to work and closes the deals.
