Most automaker sites are glorified car brochures. Car configurators don’t help you find your dream car. They let you build a digital car that may or may not exist, then send you to dealerships with fingers crossed. So shoppers have to consult an assortment of automaker, third party, and dealer websites to research and find the car they want. Our challenge was to create a shopping-focused automaker site that would get shoppers to fall in love with a car, then help them find the real thing nearby.

Getting mobile site visitors to reach out to dealers is difficult, because they are laser-focused and spend significantly less time on the site than desktop visitors. The new mobile experience is designed to make it easy for shoppers to get information about models, trims, prices, and inventory, and put them in contact with the dealers who had the cars. This meant making our Find a Match tool easily accessible for visitors, while placing lead-generation opportunities nearby.

As of December 2015, the new Volkswagen mobile experience has exceeded all expectations for the brand’s mobile key performance indicators, and in the process has become a vital touchpoint in the shopping experience for Volkswagen customers. It plays a unique and important role in the latter stages of the customer shopping process and has become a bridge between online shopping and dealer contacts.

391% increase in new car inventory views

305% increase in use of the payment estimator

65% increase in dealer searches

228% increase in unique lead submissions