Carglass®: Conversion optimization through customer insights
Carglass® achieved repeated returns on their investment in conversion optimization with Citizens by better understanding website visitors and directing them more effectively toward appointment conversions.
Industry
AutomotiveServices
Strategy Conversion optimalisatie UX ResearchInfo
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
Although many visitors intended to make an appointment to have their windshields repaired or replaced, only a small proportion completed the online process. Carglass® wanted to understand what was stopping visitors and how the process could be made more customer-focused.
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 Citizens 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®
Approach
User research as a starting point
The analysis showed that 65% of visitors visited the website to make an appointment, but many visitors dropped out during the process. In-depth research gave us insight into what was holding visitors back: unclear answers to their questions and an unappealing structure.
Homepage redesign and A/B testing
Based on these insights, the homepage was redesigned with clear answers and a structure that focused on the real needs of visitors. Different variants were tested via A/B experiments to validate the impact on appointment conversions.
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 Citizens is undoubtedly the Belgian authority in this field.
Valerie Vervueren, former Digital Marketing Manager at Carglass®
Result
The new version of the homepage generated significantly more online appointment bookings and ensured that the investment in customer-centric optimization paid for itself many times over.
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