Lexus – Approved Used Cars

Lexus, arguably one of the best known car manufacturers in the UK and Europe, commissioned our team to provide an ultimate user experience by listing and answering the most popular consumer questions (MPQs) asked about used Lexus cars and increase site sales, while utilising their current customer base.

Challenge

To provide an ultimate user experience by listing and answering the most popular consumer questions asked about used Lexus cars.

Solution

Firstly, working with Lexus, we built a tool that identified where the most popular purchase driven questions (MPQs) about cars were being asked. Based on the results delivered by the new search tool, we developed and added a new feature (branded Question Time by Lexus) across the Lexus Used Vehicle Locator site. The primary content was enhanced to list the most popular purchase driven automotive questions asked by consumers from the popular motoring forums, and added into the official Approved Used Lexus site, to provide answers about the brand and about the Lexus used model ranges.

Results

As a result, the new content listed on the 1st page of the search results across the search engines within two months, and Vehicle Enquiry and Test Drive conversion rates increasing by more than 39%.  Visitors engaging with the new qualified questions and answers content, stay on the site on average nearly 18 minutes, more than 3 times the site average.  Less than 6 months after the launch of the MPQs User Engagement and SEM strategy, more than 9% of Approved Used Lexus monthly sales were attributed to the MPQs engagement.

From The Client

“The marketing and product innovation roadmap developed by this team, brought a finger-on-the-pulse level of insight that enabled Lexus to evolve further on how we engage and inform our customers, and show us how to introduce effective reputation management strategies to commercialise external content about our brand. This is a integrated marketing consultancy service, delivering at a premium level.”