Mitsubishi Motors built on the success from Adobe Analytics and Adobe Audience Manager with a complete website refresh using Adobe Experience Manager Sites and Assets. The company again selected Isobar, which used its Invent, Make, Change framework to complete this massive replatform and redesign project in less than a year.
“Automotive websites are the perfect opportunity to drive innovation” says Scott King, Vice President, Enterprise Solutions at Isobar. “They are highly interactive, with dynamic real-time vehicle configurators, dealership locators, brochures and the likes. They required considered, orchestrated long time consumer journeys as they represent such a high investment and highly considered investment. The digital experience must be reflective of the car brand, the lifestyle capability of the vehicle itself. Finally, it must bridge the gap between digital experience and research, to physical test driving and vehicle purchase.”
In the Invent phase, Isobar worked closely with stakeholders from across the company, including consumer sales and business sales, fleet customers and dealerships. This phase helped Isobar understand the unique requirements for an automotive website, including the need for highly visual displays, unique configurators and interactive elements that draw customers in and make them want to learn more about each vehicle.
This time of discovery helped Mitsubishi Motors understand how it could better reach customers, such as the under-served small and medium business market. The buying cycle for small and medium business owners resembles individual consumers in many ways: business owners are focused on their own work during the day, so they like to research options, browse online and test drive new vehicles outside of typical working hours.
“By strengthening our business messaging on the website, we increased business-related leads by 3,000%,” says Ind. “It shows what a difference understanding our customers could make to the bottom line.”
Designers, developers and UX teams used an agile methodology during the Make phase to build and develop content and components on Adobe Experience Manager Sites in just five months. During the final development sprint, Isobar added personalisation and optimisation to the website with Adobe Target. Adobe Target, operating alongside Isobar’s proprietary Experience and Optimisation frameworks, creates highly personalised experiences using data from Analytics and Audience Manager.
“The new website is a game-changer for us,” says Ind. “We’re trying to create a link between digital and physical, using the engagement and insight from digital channels to drive higher quality leads to dealerships. With Adobe Experience Cloud, we show customers content that excites them and gets them ready to talk with sales reps.”