Kia case study introduction
Kia Germany is a prominent automobile manufacturer. Known for its innovative vehicle designs, electrification and commitment to customer satisfaction. Kia Germany recognizes the importance of optimizing their website’s performance. To maximize conversions and provide an exceptional user experience. One critical aspect of their online strategy involves improving their web forms. Kia Germany decided to work with Exatom. This collaboration successfully addressed the challenge of enhancing their test-drive webforms. Which lead to significant improvements in their conversion rates.
Test-drive request form – the challenge
Kia Germany faced the ambition of increasing their web form conversion rates. And reducing visitor friction at the same time. The brand website receives a steady flow of web traffic. But a significant percentage of users abandon their forms. They leave without completing the desired actions. (Which is a common problem on most websites, by the way).
Form abandonment is a consequence of user experience (UX) friction. Less friction will improve the customer journey. It also improves the ROI of marketing investments in bringing traffic to the site. This is the reason why web form performance is one of the priorities of Kia Germany. To optimise web form design, it is crucial to understand user behaviour.
The solution
To tackle the challenge, Kia Germany selected the expertise of Exatom. Exatom is a leading form insights and optimisation solution provider. Its analytics platform allowed Kia Germany to gather valuable insights into visitor behaviour. To identify pain points within their webforms, and start data-driven strategies for improvement.
Exatom implementation only required a single tag. This tag finds all forms on the website automatically. And gathers relevant form & field metrics. And measures the key performance indicators (KPIs) for Kia Germany’s web forms. These included:
- User Interaction Analysis: Exatom analysed user interactions within the webforms. With metrics like form starts, failed submits, successful resubmits, nr. of errors, etc. per device and per browser. This data identified specific areas where visitors experienced difficulties or showed hesitation.
- Form Field Metrics: Exatom provided detailed metrics on individual form fields. Such as abandon rate, time spent on each field, autofill use, hesitation time, and error rates. These insights helped identify potential bottlenecks and usability issues.
- Form session recording: Exatom’s session replays visualised the user journey. Specifically on the web form. From landing on the web form to completing it. These sessions are linked to the form analytics. This made it easy to identify the friction points and reasons why. It provided a clear understanding why visitors perceived friction and dropped off. And enabled Kia to make targeted improvements.
This led to a detailed list of recommendations. Recommendations related to technical, design and content changes. Which Kia Germany applied to this test-drive form. Exatom is proud to share the results of these in this Kia case study.
The outcomes
Through the partnership with Exatom, Kia Germany achieved remarkable improvements in their web form performance. It resulted in a 55% increase in their conversion rate. This increase can be attributed to four improvements:
- A higher start-rate
- A higher submit-rate (less abandoners after start)
- A better autofill-rate (more fields are populated automatically by the browser)
- A higher successful resubmit-rate (more users that had an error upon first submit, were able to correct it and still convert successfully)
The key outcomes achieved by Kia Germany killed two birds with one stone. Users found it easier to navigate and complete the forms, resulting in a smoother and more enjoyable experience. At the same time, Kia Germany witnessed a substantial 50% increase in their web form conversion rate. This improvement translated into a higher number of quality leads and a positive impact on business growth.
Next steps
Webform optimisation is a continual process aimed at improving user experience and maximising form completion rates. Kia Germany understands the importance of this ongoing task and remains committed to enhancing their webforms. In addition to optimising existing forms, they are actively exploring innovative strategies to further encourage users to complete the forms.
One such approach involves experimenting with smart tooltips, which provide contextual guidance and gentle nudges to users, facilitating a smoother and more intuitive form-filling experience. By embracing these continuous improvements and exploring new techniques, Kia Germany strives to create a user-friendly environment that fosters higher form completion rates and ultimately enhances overall customer satisfaction.
Download the full Kia case study below. Or schedule a call with us to see how Exatom can make your forms perform better.
The team from Exatom is always providing constant recommendations and new ideas. Their professional behaviour combined to their knowledge make them the perfect partner for a modern CRM environment.”