About Hyundai
Hyundai Motor Company is one of the global leaders in the automotive industry, operating in more than 190 countries and serving millions of customers worldwide. The European websites receive large numbers of daily visitors who, throughout their customer journey, rely on several crucial forms — with the test drive request being one of the most important conversion moments.
Name: Jochen Fischer
Role: Head of Media, Digital Experience & CRM
Organization: Hyundai Motor Europe
The Testimonial from Jochen Fischer
“The test drive request is a crucial moment — with Exatom we optimise it to the maximum, and in one market we saw a +28% increase in completion.”
Full testimonial text
“The test drive request is one of the most important moments in our customer journey. It would be very careless not to optimize it to the fullest. You want to use all the tools, data, and support you can get to ensure that this process is set up properly.
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.
We invest a lot in every touchpoint of our customer journey. We continuously optimize the pages using all available assets and regularly run A/B tests to ensure everything performs at its best. The test drive request is the end of an important journey — and at the same time the beginning of a new one. That is why every bit of friction must be removed there.
We use Exatom alongside GA4. It is a crucial part of our analytics stack. The tooltips and benchmark data in particular make Exatom a very valuable partner for us.
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.”— Jochen Fischer, Head of Media, Digital Experience & CRM, Hyundai Motor Europe
Which forms Hyundai uses within their digital customer journey
Hyundai uses a wide range of forms, each playing an important role within the digital customer journey. The test drive request form is the most crucial conversion moment: this is where website interest is transformed into a direct lead for dealers. In addition, Hyundai uses brochure downloads, dealer contact and dealer locator forms, and quote request forms to guide visitors toward the right information and next steps.
For electrification campaigns, EV-interest forms (such as those for the IONIQ models) are becoming increasingly important, while after-sales and service forms are essential for existing customers. Lead nurture and newsletter signup forms also contribute to establishing long-term customer relationships. All these forms create a direct connection with the dealer network and therefore have a significant impact on both commercial performance and the overall user experience.
How Exatom helped Hyundai optimize their crucial forms
Thanks to Exatom, Hyundai gained full visibility for the first time into the performance of their most important forms — down to the field level. By making micro-KPIs and friction points visible, the team discovered exactly where users got stuck and which optimizations would have the greatest impact. In one European market, this data-driven process led to an impressive +28% increase in completion rate.
Exatom has since become a core pillar in Hyundai’s CRO and analytics stack, alongside GA4. The benchmark data and real-time tooltips in particular gave the team confidence that every adjustment genuinely improved the user experience. This enabled Hyundai to structurally optimize critical forms — such as test drive requests — and create measurable impact across the entire customer journey as well as on commercial results.
Frequently asked questions about Hyundai’s use of Exatom
Why does Hyundai optimize their forms so intensively?
Forms are direct conversion moments in the customer journey — from test drive requests to brochure downloads and quote requests. Any improvement in completion rate has an immediate impact on dealer leads and commercial results. That’s why Hyundai uses data-driven insights to make every form as frictionless as possible.
What makes the test drive request so important?
The test drive request is the moment when an interested visitor becomes a concrete lead. It marks both the end of the orientation phase and the beginning of a new sales process at the dealership. Optimizing this form therefore delivers one of the highest ROIs within Hyundai.
How does Exatom help Hyundai improve their forms?
Exatom analyzes every part of a form — from field interactions to micro-KPIs and drop-offs. This gives Hyundai a precise view of where visitors abandon the process and which adjustments have the greatest impact. In one European market, this resulted in an impressive +28% increase in completion rate.
Does Exatom work together with GA4?
Yes. Hyundai uses Exatom as a complement to GA4. Exatom provides a level of detail that GA4 does not, such as field-level error messages, tooltips, benchmarks, and real-time micro-interactions. Together they form a complete analytics stack for conversion optimization.
Which types of forms does Hyundai measure with Exatom?
Hyundai uses Exatom on their most important forms, including test drive requests, brochure downloads, dealer contact and dealer locator forms, quote requests, EV-interest forms, after-sales/service forms, and newsletter sign-ups. These direct touchpoints have a major impact on commercial performance and lead quality.
Is Exatom difficult to implement?
No. Exatom can be implemented within minutes, without any developer work. Hyundai quickly deployed the tool within their existing systems and now uses it in multiple European markets.
How does benchmark data help Hyundai optimize?
With benchmark data, Hyundai can see how their forms perform compared to similar companies and industries. This provides context for KPIs and helps prioritize optimization efforts.
Is Exatom privacy-friendly and cookieless?
Yes. Exatom is fully cookieless and complies with European privacy regulations. This allows Hyundai to optimize in depth without privacy risks or reliance on cookies.
How does Exatom help improve the user experience (UX)?
By providing insights into error messages, hover states, time-to-complete, and field friction, Hyundai can see exactly where the user experience breaks down. Small optimizations then lead to measurable improvements across the entire customer journey.
Why does Hyundai continue to use Exatom for new models and campaigns?
Every new model campaign introduces new landing pages and forms. Exatom gives Hyundai confidence that these journeys perform optimally from day one, backed by hard data.