Completion rate of the test-drive request in one European market, thanks to field-level insight.
Form completion broken down into smaller KPIs per field, so every part of the form is measurable.
Implemented within minutes without developer work, and now used in several European markets.
About Hyundai
Hyundai Motor Company is one of the global leaders in the automotive industry, operating in more than 190 countries. In Europe, the Hyundai websites receive large numbers of visitors every day, and along their journey those visitors rely on several forms. The test-drive request is one of the most important conversion moments among them, because that is where interest on the website becomes a direct lead for a dealer.
Jochen Fischer is Head of Media, Digital Experience & CRM at Hyundai Motor Europe. Around the test-drive request, Hyundai runs brochure downloads, dealer contact and dealer locator forms, and quote requests that guide visitors to the right information and next step. EV-interest forms, such as those for the IONIQ models, are becoming more important for electrification campaigns, while after-sales and service forms serve existing customers and lead nurture and newsletter forms build long-term relationships. All of them connect directly with the dealer network.
Every new model campaign brings new landing pages and new forms to measure.
The challenge
Hyundai invests heavily in every touchpoint of its customer journey. The team continuously optimises its pages with all available assets and regularly runs A/B tests to make sure everything performs. The test-drive request sits at the end of that journey, and at the same time at the beginning of a new one at the dealer, so every bit of friction there has to go.
What the team could not see was the inside of the forms. Their existing analytics did not show field-level error messages or the micro-interactions on each field, so which field made prospects hesitate, trip over an error or abandon stayed hidden. Until Exatom, Hyundai did not have full visibility of how its most important forms performed at field level.
Without that visibility, a form that underperformed could be spotted but not explained.
- No KPIs per field. Form completion was one outcome, not a set of measurable parts, so the moment a prospect dropped off stayed hidden.
- Many forms, one dealer network. Test-drive, brochure, dealer, quote, EV-interest and service forms all feed the dealers, so friction in any of them has a direct commercial impact.
- A constant flow of new forms. Every new model campaign introduces new landing pages and forms that need to perform from day one.
- KPIs without context. A completion rate means more when it can be compared with similar companies and industries, and that comparison helps decide what to fix first.
The objective was to make every part of the test-drive request measurable, so the team could remove the friction that cost the most.
The solution
Hyundai added Exatom to its existing analytics setup. Exatom can be implemented within minutes and without developer work, and Hyundai deployed it quickly within its existing systems. The team now uses it in several European markets.
Exatom is fully cookieless and complies with European privacy regulations, so Hyundai can analyse its forms in depth without privacy risks and without relying on cookies. Jochen Fischer describes what changed once it was live.
With Exatom Analytics, we break down form completion entirely into smaller KPIs per field. This makes every component measurable, and we can see exactly where users drop off or continue. In one market, thanks to these insights, we saw an increase of no less than 28% in completion rate, which has a significant impact on our business.
Jochen Fischer
Head of Media, Digital Experience & CRM, Hyundai Motor Europe
How Exatom helps Hyundai
Breaking form completion down into KPIs per field
The first step was to stop treating completion as a single number. With Form analytics, Hyundai breaks each form down into micro-KPIs per field: error messages, hover states, time to complete and the friction on every field. That showed the team, for the first time, exactly where prospects got stuck in its most important forms and which optimisations would have the greatest impact. Small, targeted changes then lead to measurable improvements across the journey.
Putting every form KPI in context
A field-level figure raises the next question: is that good or bad? With Industry benchmarking, Hyundai sees how its forms perform compared with similar companies and industries. The benchmark gives context to each KPI and helps the team decide which optimisation to work on first, rather than treating every weak spot as equally urgent.
Guiding prospects at the moment they hesitate
Knowing where friction sits is half the work. Hyundai also uses Smart Nudges, then called Smart Tooltips, which show prospects a short, real-time message at the moment they need it in the form. Jochen Fischer names the tooltips and the benchmark data in particular as what makes Exatom a valuable partner, and together they gave the team confidence that every adjustment genuinely improved the experience for prospects. In one European market, this data-driven process led to a +28% increase in the completion rate.
The results
- +28% completion rate in one European market, driven by breaking the form down into KPIs per field and removing the friction where prospects got stuck.
- Full field-level visibility for the first time on Hyundai’s most important forms, driven by micro-KPIs that make every component of a form measurable.
- Confidence in every adjustment, driven by benchmark data and real-time tooltips that show whether a change actually improves the experience.
- A core part of the CRO and analytics stack, used alongside Hyundai’s existing analytics and now in several European markets.
Beyond the figure, Exatom changed how Hyundai works on its forms. Optimisation of critical forms, such as the test-drive request, has become structural, with measurable impact across the customer journey and on commercial results. Asked whether he would recommend Exatom, Jochen Fischer was clear.
Would I recommend Exatom? Yes, absolutely.
You really shouldn’t do anything that depends on completing a form template without their service, because they provide the hard data you need to be sure you are doing the right thing.
Head of Media, Digital Experience & CRM, Hyundai Motor Europe
What’s next
Every new model campaign introduces new landing pages and new forms. With Exatom in place, Hyundai can check with hard data that those journeys perform from day one.
Some logical next steps would build on what already runs. Session replay shows the individual sessions behind a field that starts to underperform, Webform monitoring flags a form that stops converting the moment it happens, and Autofixes apply technical corrections without a development sprint. For another automotive brand working on the same conversion moment, read how Kia Germany raised its test-drive form conversion. To see where your own forms lose prospects, book a demo.
