Campaign details

Brand: Lincoln
Lead Agency: Hudson Rouge

Strategy

Objective

The Build & Price tool on Lincoln.com is a vehicle configuration engine that is common to many automotive OEM websites and is crucial to driving leads to Lincoln dealers. The tool is a popular destination for Lincoln.com clients looking to explore Lincoln's vehicle offerings. When evaluating performance of the Build & Price tool, we found that suffering completion rates (those that reach the Build summary page) and lead generation rates across the vehicle lineup indicated that clients may not be getting the information they needed. Through user testing and survey testimonials, we discovered there were barriers to be addressed throughout the entire configuration process that were diminishing the overall experience and limiting the number of clients that achieved completion.