Background
General characteristics
What they do
AGL Cars is a European dealer of used cars from the USA and Canada. This is an individual service which, in addition to the car auction and its import, also includes repair.
Business environment
The company operates in Central Europe. Importing cars from Western countries is very popular. There are a huge number of companies specializing in importing cars from Western Europe. Imports from the US and Canada are niche due to costs and legal and technical challenges. In Poland, we have only a few companies that import cars from America.
Business strengths & weaknesses
Strengths:
- Extensive, almost 10 years of experience in the industry.
- Comprehensive and professional customer service.
- Large community on Youtube and Facebook.
- The vast amount of video content on Youtube.
Weaknesses:
- High customer service costs.
- Large reliance on the personal branding of the owners.
- One main sales channel
- The vast amount of video content on Youtube.
Business opportunities and risks
Opportunities:
- The increasing popularity of daily cars from USA and Canada.
- Popular automotive content translates into a vast audience.
Risks:
- The lowering the standard of living in Central Europe.
- LUnfavorable exchange rates.
- Changes in the law.
- Youtube channel dynamics drop.
Customers sources
Online vs. Offline
- 54% – Online
- 47% – Offline
Offline traffic
- Recommendations
- Billboards
- Advertising on cars
Online traffic
- 67% – Youtube
- 14% – PPC
- 11% – Google
- 7% – Direct
Business vision
The owners wish the new website were not duplicating social media, where a bond with potential customers is built. The website is supposed to focus on “cashing in” this relationship, which has been warmed up beforehand, and trust has been created. Therefore, the presentation of the knowledge base in the form of films and articles must not distract from the sense of prestige and uniqueness of the cars sold. All activities on the website are to lead the user to contact the company and choose a car.
Another requirement was to avoid showing real cars that are significantly damaged, which may raise legitimate concerns before buying. In the case of videos on YouTube, the key is to show actual vehicles, where there is time to explain how “simple” it is to fix the car, which removes the user’s doubts. In the case of a website, we do not have the time and focus of the user to explain it effectively.
Business goals
First
The main goal is to contact the customer with the company and then sign the contract. In the case of a website, there is an inquiry via the contact form, but also a phone number from the website.
Second
Secondary and measurable goals include joining users to the company fb group, subscribing to the YT channel, subscribing to newsletters. Such people will be subject to education and remarketing.
Third
Building trust and educating potential customers to create a long-term relationship with the company can result in the fulfilment of higher goals by the user.
Secondary project goals
- Collecting data about the user’s interests (type of movies, cars, brands).
- Moving viewers from YT to the website + promotion of offers and extended knowledge.
- Strengthening SEO, SEM.
- Optimization of PPC conversions.
Branding requirments
Part of the project was to prepare branding that meets the following requirements:
- Simple.
- Monochrome.
- Related to car brands.
- High readability
Initial resources
The company has significant, real resources that can be used to achieve the assumed goals.
- 10 years of presence on the market
- Over 3000 transactions, over 1000 served customers
- Over 300 videos on YouTube, over 40,000 subscribers
- Over 1,000 people in the company’s FB group
Research
Competitors
The website can help you build a much more significant competitive advantage, and the AGL Cars brand can be the first choice in the local market due to the following competitive features:
- Poor presentation.
- Low level of credibility
- Small community
- Achieve similar positions at Google
- Lower prices
- Very little public knowledge
User research about competitors
- Unclear or lack of explanation about how it works and terms.
- Very few and deficient quality offers.
- Low credibility- lack of testimonials, information about the company.
- Hard to find contact page or phone number.
- Unfriendly contact form.
- Mobile unfriendliness.
- Too many, too long texts.
- ”Poor” quality of UI design.
- Lack of prices of the cars.
Personas
Below is one of the main persona taken into account during the work on the project.
- Male
- 30-50 years old
- From Central Europe
- Mobile device user
- Upper middle class
- Rather single
- Automative fan
- Dreaming of a car from “America”
- Likes luxury products, despite a limited budget
- Likes to stand out
- Upper middle class
- Makes decisions quickly
- Watching rather than reading
- Little patient, does not like to look for information
Audiences
Partially based on the above persona, you can create two primary audiences based on the financial factor. The first group consists of potential customers, i.e. people with the ability or potential to buy. The second group consists of people interested in the topic, building a community around the company but without the potential to become customers.
Solutions to achieve goals
Lead generation
- Call to Action focus on the primary goal.
- Simplification of the path and requirements for submitting an inquiry
- Showing that contact is without strings attached
- Building interest in the details of the offer, which are available after contacting the company
- Reinforcement through solutions for objectives 2 and 3
Become a member/subscriber
- Showing the best content tailored to given sections, cars, topics and potential interests.
- Showing dynamics on the YT channel and other social media.
- Promoting the best activities of other users.
- Highlighting and proving the company’s experience.
- Posting a Call To Action with the content along with an indication of the benefits for the user
Building relationship and credibility
- Presentation of user stories
- Showing customer reviews that can be verified
- Showing the community around the company
- Presentation of industry knowledge in the form of articles and videos
- A detailed description of the company and team
- Providing company data to verify its status on state portals
- Showing cooperation with other companies
Marketing strategy
Users through a large amount of educational and entertainment content are to reach the brand, become members of the community, build a bond with the brand, to build the desire to own the product, the AGL brand was the first and only choice. Using different channels and methods of promotion.
User journeys
Entry points
- Someone is searching US car dealer, importer.
- Someone foung AGL cars video and become interested.
- Someone sees us cars and get information that was sold by AGL cars.
User journey graph
Solving customer doubts
Doubts:
High cost.
Solutions:
Financing is available, showing a wide range of prices, breaking costs into small parts, focusing on the required expenses and showing users’ cases of the car as an investment.
Problem with local law, insurance, maintenance and repair.
Showing cost calculation, users cases, comparing it to standard European cars
Whim – buy over the personal budget.
Building a stronger vision of an achievable dream car, showing daily usage.
Repairing cost, time, stress, knowledge.
Providing knowledge, and technical service support, showing successful use cases, showing that the cars are safe.
Searching for more information.
AGL cars must be the primary source of valuable information. Articles and videos must cover all essential topics.
Lower prices from competitors.
Showing credibility, wide range support, content value.
Extended funnel
- Website visitors.
- YT Channel Viewers, Group Members. (Optional)
- Newsletter subscribers. (optional)
- Researchers. Viewing offers, cars reviews, company reviews.
- Checking the details of the procedure.
- Submitting an inquiry
- In contact with the sales office.
- Signed contract.
- Purchase. waiting for the car.
- Customers sharing their opinion.
- Promoting the brand.
Main user segments
Content consumersMainly engaged in content consumption, subscribers, fb fans, group members… We can divide this segment into users, due to the chances of conversion into customers.
- With the potential to buy
- Without potential
The cost of buying a car and the decision itself strongly divide this group of users. A group without the potential to buy can be used as a very valuable support in gaining final customers.
No possibility to buy – Prices from kalkularoa have expired, contact with the company has expired.CustomersThese are people during the execution of the order or after.Promoters & SupportersThis is a group consisting of other groups of users who react to content, promote it or brand.
Segments migrations goals
- Turn viewers and readers into customers with the potential to buy.
- Turn clients without possibility into viewers and readers.
- After contact – build interest and brand loyalty.
- All groups should be activated, associated with the brand, and encouraged to promote it.
Analytics requirements for segmentations
Analytics and marketing tools should track the user by the level of engagement in the purchase but also by interest. The presented advertisements and content should be tailored to the user’s interests and solve his problems on the way to purchase.
- Segmentation of users by car brands and types.
- Segmentation by types of articles interested in them.
- Segmentation after calculations.
- Ssegmentation by faq materials.
- Segmentation based on time and content engagement.
Traffic sources
Sources’ goals
- FB, FB Group – Building a community, building a bond with the brand.
- PPC campaigns – Bringing new users, conversion.
- Remarketing – Promoting inquiry submission.
- Newsletter – Education, building bonds with the brand.
- Content marketing – Education, credibility, gaining traffic from search engines.
Uses journey by a source traffic
- Youtube, Social media: Related article or Video or car offer, or cars listing, or homepage Exploring Contact
- Organic search: Article/Video Related article or car offer, or cars listing, or homepage Contact
- PPC ads: Landing Page, Article or VIdeo, Car offer Contact
- Direct traffic: Article or car offer, or cars listing, or homepage Contact
- Email martketing: Article or car offer, or cars listing, or homepage Contact
Website
Website architecture
- Homepage
- Cars
- Categories: Brand, Model, Type
- Single Car
- About us
- About company/Team
- Testimonials + User cases
- Partners
- Services
- Importing
- Reparing
- Insurance
- Transporations
- Financing
- How it works
- Blog/Knowledge Center
- Articles/Videos
- Users cases
- FAQ
- Terms
- Prcing + Calculator
- Contact us
- Landing Pages
Pages’ schemes
Funcionalities
- Tools and solutions to implement high-quality seo
- Option add to favorites with the option to use it in forms
- Subsribing to the newslettrea about alerts, updates about given brands
- Pages contents suited to a user’s segments
- Advanced analitycs and tools to users segmentations
Design requirments
Goals:
Conversions.
Solutions:
- Easily accessible contact button – phone, form.
- Simplification of sending a query.
- Favorites button features.
- Limited use of call to action.
- Prediction of only one call to action per section, matching the user journey for a given section or page.
Turning readers/viewers into potential users, education.
Promote content and related content and offers within a given topic or car.
Clearing financial and legal objections.
SShowing the conditions and initial costs in an easy way, promoting financing, user cases, calculator.
Building trust, credibility and connection with the company.
Presenting users cases, testimonials, “numbers” of the company and promoting user involvement on the YT channel and FB group.
Design
Branding
UX Design
UI Design
Main photo by Sanmeet Chahil on Unsplash
