Carglass®: investment in customer-centricity recouped several times over

We have been Carglass® Belgium's permanent partner in conversion optimisation since 2016. And it clearly works. Because every year, they recoup their investment in customer-centricity with AGConsult. Not once, but several times over.

Industry

Automotive

Services

Strategy Conversion optimalisatie UX Research

Info

Carglass is an international service company that specialises in repairing and replacing car windows. Every year, they help more than 250,000 customers in need.

Question

Carglass noticed that many visitors came with the intention of making an appointment, but that too few people took the final step. They wanted a clear picture of what was holding users back and how they could make their online journey smarter and more convincing.

Solution

User research gave Carglass insight into visitors' doubts and questions. Based on this, the homepage was redesigned with clear answers and a more customer-focused structure. The new version resulted in significantly more online appointments and immediately paid for itself many times over.

I would definitely recommend AGConsult to other companies because they deliver what they promise: a better, customer-focused website that generates more revenue.

Ruud Dolmans, former e-business marketer at Carglass®

Customer-centricity is serious business

How did Carglass® recoup its investment several times over? Through higher conversions and lower operating costs. And you can only achieve that if you are truly customer-centric and respond to what your customers need.

Customer-centricity is therefore not just an empty term, but serious business. Carglass® clearly understood this long ago, with their 98% customer satisfaction rating. After all, you don't just become the world's largest player in car window repair overnight.

No one becomes a customer because of your corporate identity

This customer-centricity is also one of the reasons why AGConsult and Carglass® are such a good match. We have the same goal: making customers happy.

Project lead Joey Kant: "Many companies claim to be customer-centric, but actually care more about how their site looks than whether it really helps their visitors.

But nobody becomes a customer because they are a fan of your corporate identity. Consistent branding is important, but not more important than responding to what your customers need."

We strive to offer our online users the same convenience as Booking.com, for example. So we want to focus more on conversion optimisation and customer centricity. And AGConsult is undoubtedly the Belgian authority in this field.

Valerie Vervueren, former Digital Marketing Manager at Carglass®

Customer-centricity is more than age, gender and shoe size

Companies often think they know a lot about their customers, when in fact they only have demographic figures. They don't know why people become their customers. Nor do they know why people choose their competitors. Or vice versa.

What's more, they have no idea what makes people hesitate or prevents them from becoming customers.

Project lead Joey: ‘We didn't have to explain to Carglass® that demographic figures such as age, gender and shoe size don't convince people. We were able to start our user research straight away to collect really useful data.’

Data such as:

What makes people hesitate
What people are afraid of
Why someone became a customer of yours and not of the competition

Data that is particularly valuable to Carglass® in helping more customers.

New homepage after research

As always with conversion optimisation, we started with research. This showed that “making an appointment” was an absolute top task: 65% of visitors come to carglass.be for this reason.

However, the percentage of visitors who actually made an appointment was significantly lower. We delved into the data and created a new version of the homepage.

A homepage that responds to visitors' questions and concerns:

The B variant looks busier and less focused, but it generates many more online appointments. This is because it answers visitors' most important questions and concerns, putting the customer first. Customer-centricity in its purest form.

A/B testing that pays off

As with many companies, there was initially some internal scepticism about A/B testing, but the strong results dispelled all doubts.

Marketer Ruud: ‘AGConsult quickly earned our trust because they immediately proved that their A/B testing effectively boosted our conversion rate, resulting in more people booking appointments. That helped to get everyone in the company on board and confident in the process. Now, when we come up with new test ideas based on user research, I quickly get the go-ahead. So we can pivot very quickly and achieve results even faster.’

That's why Carglass® continues to choose Citizens

Valerie: ‘Thanks to AGConsult's sharp analyses and the tests they conduct, our site is becoming increasingly user-friendly. But of course, there's no such thing as a perfect website. There's always room for improvement. That's why it's a conversion optimisation process. One that we've been happy to continue for years now.’

Ruud: ‘AGConsult has helped us achieve our digital goals, and it doesn't stop there. Conversion optimisation is an ongoing process. AGConsult sees it that way too, and that's one of the reasons we chose them in 2016. And why we continue to choose them.’

Would you also like to increase your turnover and have more satisfied customers?

We accelerate your growth by putting your customer first and testing.