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Overview
Based in Minnesota, AutoStar has been a trusted name in the automotive sales industry for over 10 years. With a solid commitment to customer satisfaction, they have earned an impressive 4.6-star rating from 150 Google reviews. Specializing in offering a wide range of vehicles, AutoStarUS has established itself as a key player in the local automotive market, serving a diverse client base with quality, reliability, and excellence.
Despite its established market presence and consistent lead generation, AutoStar sought to address and rectify gaps in its sales funnel to improve conversion rates.
The challenge was not attracting leads but effectively nurturing and converting these leads into committed customers.
Credibility
Description
Our market research for AutoStar, involving in-depth customer interviews and competitive analysis through mystery shopping, has illuminated their operations' strengths and areas for improvement.
The market research has confirmed that AutoStar has an excellent reputation for customer service, which is undoubtedly one of its strengths. However, the analysis has also revealed some critical weaknesses in their lead management process, which need addressing to optimize their sales funnel and boost overall business performance.
The current sales process lacks the necessary structure and efficiency to maximize lead conversion rates effectively. The absence of consistent use of Customer Relationship Management (CRM) tools affects the ability to track, manage, and nurture leads systematically to conversion. Our research has highlighted the need for a more precise definition and communication of brand attributes. In addition, the website lacks credibility and trustworthiness to potential customers due to the lack of customer testimonials and a poorly written brand story. Moreover, the product pages lack detailed and reliable information. Finally, there is no formal policy or strategy in place for working with referrals and returning customers.
Solutions
In response to the gaps identified in our research, we implemented several strategic initiatives to enhance Autostar’s sales processes and overall brand experience.
1. Sales Process Manual
We developed a detailed manual with scripts to standardize and optimize sales interactions. Additionally, we have conducted a training session for the sales team to equip them with the skills and knowledge required to implement the new sales processes and scripts effectively.
2. CRM Relaunch
We relaunched the Selly Automotive CRM (Autostar has been using it already) with all necessary updates, including an automated sales funnel to streamline lead management and improve conversion rates. A Manual for Selly Automotive was also created and presented to the team.
3. Website Improvement Recommendations
We have compiled a list of recommendations to improve the website's user experience, credibility, and conversion rates. These suggestions address the previously identified weakness in website credibility.
4. Client Communication Emails
We have designed a series of emails to inform existing and potential clients about new services, referral programs, and other relevant updates. This strengthens the relationship with them, promotes loyalty, and encourages continued business.
5. Logo Redesign and Brand Guidebook
We redesigned the AutoStar logo and developed a new brand guidebook to strengthen the brand's identity and make it more appealing to customers.
6. Branded Interior Elements
We have designed branded interior elements for the front office room to create a cohesive and immersive brand experience for visitors and customers.
Website Development
The previous version of the website had several issues identified through UX analysis, such as users facing difficulty in finding sufficient information about the residential complex, its infrastructure, and conditions of purchase. Additionally, users left the website due to the inconvenience of navigation, and the site's design failed to showcase the authentic style of the residential complex and directed to the wrong idea about it. An interactive prototype was developed in Axure RP to test design solutions. During the usability testing, users were asked to find information on the interactive prototype in an accessible form. As a result, some interface problems were detected and fixed.
The website has a simple style and uses light colors with visual accents that match the corporate identity. The section "Find the apartment" was given special attention. A section called "About Paradise" was also created, which features complex animation. This section aims to reveal the positioning of the residential complex and showcase the principles of the "paradise lifestyle" to users.
