SUCCESS STORY

How Toyota increased test drive applications by 166% with Insider's Web Suite

How Toyota increased test drive applications by 166% with Insider's Web Suite

166%

in test drive applications

54%

in traffic to product pages

12-18%

in traffic to key campaign pages
Challenge

Challenge

Toyota needed to turn high mobile traffic into more test drive bookings, improve mobile navigation to reduce bounce rates, and keep visitors engaged throughout the sales cycle.

Solution

Solution

Insider added product-page and exit-intent prompts for test drives, used customer data to personalize mobile home screens, and deployed tailored surveys and post-survey content to sustain engagement.

Result

Result

Toyota boosted test drive applications by 166% and improved conversions with Insider-led personalization and engagement campaigns.

ABOUT THE CUSTOMER

Toyota is a Japanese multinational automotive manufacturer headquartered in Toyota City, Aichi, Japan. Founded in 1937, today the company manufactures and sells vehicles under four brands. Toyota has become known as a global leader in developing more fuel-efficient hybrid electric vehicles and was also the first automobile manufacturer to produce more than 10 million vehicles per year. Toyota employs more than 370,000 people, makes vehicles on every continent, and sells vehicles and related services in more than 170 countries.

INDUSTRY
Automotive
SOLUTIONS
Exit intent popups
Segmentation
Surveys
CHANNELS
Web
Mobile

SUCCESS STORY #1

Increasing test drive applications by 166% with Exit Intent Overlays

The Challenge

Toyota's biggest goal was to get customers to apply for test drives, thereby increasing customer walk-ins to the showrooms to interact with sales reps. Although traffic to the mobile website was high, most visitors left without booking a test drive.

The Solution

Insider recommended adding a button to the bottom of each product page, asking visitors to sign up for a free test drive. As most visitors were researching car models, placing this button on a product page was more likely to entice them into picturing themselves driving the car and considering booking. Toyota then used Insider's Banner Management tool to create a pop-up banner that targeted visitors who were leaving the page. The banner would ask, "Couldn't make a decision? Book a test drive to decide which Toyota will be yours"

As a marketer, I truly enjoy working with Insider. The platform brings an enhanced level of agility to our team and helps us make the right marketing decisions promptly. We don't need to depend on IT for our marketing needs, we simply turn our ideas into real-time scenarios and start observing their performance immediately.

Marketing Director
Toyota

17%

increase in test drive application (via PDP button)

166%

increase in test drive applications (via pop-up banner)

SUCCESS STORY #2

Boosting product page traffic by 54% using Insider's tailored mobile homepage view

The Challenge

Toyota already knew that to increase test drives it needed to increase its product page traffic. With over 30% of car searches beginning on mobile, the brand needed to optimize its mobile home screen. However, its current mobile experience was cluttered and hard to navigate, which was causing high bounce rates.

The Solution

The Insider team suggested using its Customer Data Platform to identify visitor segmentation and optimize mobile layouts based on previous behaviors and preferences of each user. By personalizing the homepage, visitors would automatically see the models they'd already expressed an interest in first.

Using Insider's Exit Intent technology, we targeted people who were leaving the campaign detail page before booking a test drive. The results were great: a 166% increase in test drive applications.

Marketing Director
Toyota

54%

increase in traffic

SUCCESS STORY #3

Nurturing prospects and increasing engagement with personalized surveys

The Challenge

After attracting visitors to the Toyota website, the company was keen to maintain engagement and ensure the Toyota brand remained top-of-mind throughout the sales cycle.

The Solution

The Insider support team recommended Toyota use Insider's personalization suite to build an engagement strategy that involved creating a series of tailored surveys customized for specific customer segments, based on their interests and preferences. The team ran an engagement campaign for hybrid car models, seeking to understand the knowledge level and preferences of the visitors. Visitors who actively engaged with the survey were rewarded with a tailored post-survey pop-up that delivered informative content related to their answers. This personalized approach not only educated prospective customers about the features they may not have been aware of but also ensured that the Toyota brand was consistently present during the visitor's journey.

We wanted to facilitate the process of finding a specific car model as soon as visitors land on our mobile homepage. Using Insider, we were able to segment and target visitors with relevant messaging based on their behavior and preferences.

Marketing Director
Toyota

Based on the survey results, we presented visitors with relevant pop-up messages informing them about features they weren't aware of. As a result, we achieved a conversion rate of 12-18% to key campaign pages.

Marketing Director
Toyota

12-18%

increase in traffic to key campaign pages

Looking ahead

Looking ahead Looking ahead

Looking ahead

Toyota is in the process of leveraging Insider's Predictive Ad Audiences platform, to help it identify and segment visitors who are more likely to complete test drive applications. Toyota can then push those predictive segments into their Ad channels to increase Ad spend efficiency and continue to drive applications into their sales pipeline.

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