Case Study: Online Showroom for Motorcycle Manufacturer
Suzuki is one of the most prolific motorcycle manufacturers in the world, with popular models like Hayabusa and GSX-R. Suzuki is present in all key segments such as sports, street scooters, dirt bikes, cruisers, along with ATVs and quads. They have an immense presence and following in India where every 3rd household owns a two-wheeler.
Business Needs
Suzuki India’s previous website was antiquated and not user-friendly. It was built on .net and too expensive to maintain. To satisfy the fast turn-around-time of the marketing team, the pages had been hardcoded. The challenges were plentiful - a simple Excel or CSV upload was out of sync, and a lot of product details had to be entered manually – with over 25 current products, each with special editions, being offered with different taxes applicable in different regions, this task was tedious and had no room for errors.
The old site had very slow loading times and hence high bounce rates and drop off rates for lead capturing. Most of the questions regarding any products, services or even complaints were being handled through the Facebook page, which has over 1.3million fans and up to 1000 queries a day.
The marketing team was struggling with unhappy customers and needed a visitor to land directly on the website, experience an online showroom and ideally turn into a warm lead as a prospective buyer.
Suzuki needed a modern web presence that appealed to its target audience - young and tech-savvy. They also needed a solution where employees would easily be able to update data such as products, dealers and special offers through an admin interface. The new website needed to be mobile responsive as well and have the feeling of a “virtual store” to potential customers to increase lead capture metrics.
Pimcore Solution
Sourcefuse designed and built Suzuki India’s web presence with Pimcore platform as the foundation. Prospective customers now have access to latest products, offers and nearby dealers at the touch of a button. Users can “visit” a local dealer by using the intuitive location-aware dealer locator and can book a test ride, which is reducing friction and increasing the chances of conversion.
The client's vision of providing the user with a virtual dealer experience was realized by giving users the necessary info. 360-degree views of their favorite two-wheelers and the ability to compare products regarding specs and features. Now, users are also able to book their dream vehicle online and choose from different payment methods.
Suzuki was provided with an easy to use Admin Portal from where they can add or edit new products, offers, and dealers. They also use the same portal as a management dashboard to monitor the performance of their various marketing campaigns.
Business Results
By virtue of Pimcore’s superior performance and SEO friendly structure, the website saw an unprecedented rise in the number of page-views, reaching up to 2 million each month, with a significant decrease in bounce rates. The number of form submissions for test-drives has increased by 150% - thereby increasing dealer satisfaction ratings.
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