Lexus – Boosting leads through user-centred redesign

Overview

TIP: User research Find out about how cxpartners conduct
International
user testing and customer journey
mapping

Lexus asked us to increase the number and quality of leads to their dealerships and to create a site that reflected the brand’s values of ‘understated elegance’ across their EU sites covering 27 languages.

cxpartners conducted international user testing to create a customer journey map of the similarities and differences in users’ buying needs. Working alongside Lexus’ digital agency, Amaze, cxpartners helped redesign the user experience increasing Lexus’ leads by 350%.

What we did

We knew that to increase the number of leads we had to dramatically simplify the user journeys across the European sites. We ran user testing in Lexus’ core European markets – France, Germany and UK. We used this to benchmark the performance of the existing sites, gain a deeper understanding of users’ needs and test ideas for the future navigation.

We used this to identify an optimal site structure and how this would need to differ across different markets.

Critical to this was ensuring that users’ felt a natural flow from one screen to the next and that the right information was always at their fingertips so they could concentrate on discovering the cars.

We also identified candidates for a navigation system and ran further tests with users to find which one worked best.

Results

We tested the site designs against Lexus’ competitors – the results were exciting – with Lexus brand perception rising against that of competitors following the test.

Following the launch of the new site, Lexus saw an increase of 350% in leads to dealerships – a great result.

The Lexus homepage following cxpartners European user research