The online Jeep brand needed a refresh. The existing Jeep.com, though visually elaborate, was utterly non-functional. It relied heavily on the usage of (nearly obsolete) Flash and incorporated crushingly heavy and detailed photography. As well, the site was a collision of the former site's functional experiences buried under a sensationalized homepage. The client's request was to bring the majority of Jeep.com's user experience under a clean, consistent and utilitarian umbrella.
The team began with analytics to determine the order, priority and direction of the key directions for users on the site. This provided a lens of clarity to observe what feature content and calls-to-action were most engaging for the audience. As well, the client desired both the vehicle pages and homepage to convey a sense of equality and symmetry among the nameplates. As such, the new homepage was designed to showcase each nameplate effectively and equally-and to highlight the deviations in pricing and provide users with dynamic offers based on zip code. We soon learned that the vehicle carousel was the most direct way to drive users deeper into vehicle content and shopping-tool conversion. This new interaction paradigm removed the burden from the global navigation and began to drive nearly 25% of the traffic to vehicle-centric pages.
Another rationale for revamping the Capabilities section of the site was to help emphasize the core capacities of the Jeep brand. We provided an overarching narrative around what the vehicles could uniquely do-and what an achievement it was to be Trail Rated®. We provided users with a selection tool to discover which vehicles, with which capability, could conquer specific terrains. We noticed that users who completed the Trail Rated® Comparison selection tool were twice as likely to complete and convert on Shopping Tools (like: Build & Price, Payment Calculator or Search New Inventory).
Finally, we focused on wayfinding and spotlighting in redefining the site hierarchy. This was embodied in an entirely new global navigation system that reinforced core behaviors of learning about the vehicles-and then actually shopping for one. The nav used multiple indicators to show clearly where a user was within the multiple layers of Jeep.com. We thus did away with a reliance on breadcrumbs.
Execution & Use of Media
By focusing on conventional shopping behaviors, we were able to present content in a fashion conducive to a genuine vehicle purchase. Longer scrolling pages and proper development frameworks enabled smartphone and tablet browsing and shopping interactions. We are still slowly migrating from Flash; Each video on Jeep.com is doubly accessible from social media through a YouTube imbed.
Page weight is always a pressing consideration for Jeep online. Finding the proper balance of high-resolution imagery along with palatable load times is a delicate balance to achieve. However, based on metrics and JD Power review, the site contains a higher-than-average number of elements yet is among the leaders for quickest load time.
We have strived for, and achieved, a healthy equality between efficiency, speed and utility.
Results and ROI
- Higher than average and anticipated vehicle sales thus far in 2012 – 105% of targets
- Jeep.com moved up from ranked 17 to number 7 in the JD Power Automotive Assessment for Website Excellence – the highest jump of any site assessed that quarter
- Conversion rates of Shopping Tool activity increased
- Time on site increased
- Abandon rates declined