Trust-Driven Marketing
Brief: CAR FOR YOU wanted to offer free legal insurance on the purchase contract between buyers and car dealers. In order to claim the insurance, both needed to send a lead through the platform and provide the license plate number in order to activate it.Goals:
Increase both trust in and brand awareness for CAR FOR YOU.Success metrics:
Transactions and revenue as the primary indicator of increased trust in the buying process;Increased accuracy in tracked transactions;Generate leads through CAR FOR YOU instead of other platforms.
Landing Page Design
First test results:
Initial positive perception: users stated that having the possibility to claim buyer protection was a convincing factor in looking for a car on CFY rather than on other platforms;Initial criticism: Users stated that how to claim the insurance needed to be clearer.“It is a very cool feature and I would also enjoy profiting from it”
Improvements made:
Enriched the information on buyer protection on the landing page;Raised awareness for the feature (this was promoted as a competitive advantage against other platforms);Provided an entry point to offers related to this insurance on the landing page.
Social Media post and story ads
Postcard sent to people who registered for buyer's protection
Back of the postcard with a step-by-step on how to claim the insurance
USP on homepage dashboard
Badge on listings covered by buyer's protection
Reminder to claim insurance in case of conversion
Outcome:
Due to its favorability and high demand, buyer protection became one of CFY’s main USP’s;Ads on social media platforms generated xxx : coming soon;Car for you received over 560 registrations in the 2 first months;An additional 250 registrations followed after the automation process was implemented in October ‘21.Credits: Jeanine R. da Silva - Marketing & Comms. Designer / Lisa Navarra - Project Manager / Mathias Jenny - User Researcher / Daniela Thielecke - Copywriter