How Jaguar Land Rover generates high-quality leads in today’s omnichannel auto experience
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How Jaguar Land Rover generates high-quality leads in today’s omnichannel auto experienceDecember 2021
Jaguar Land Rover has been reimagining the future of modern luxury for over 80 years. As its two brands continue to evolve, creating a frictionless user experience is essential to their success. To ensure the highest level of quality in leads among luxury car buyers, Jaguar Land Rover and its global media agency Dentsu X embrace a true innovation mindset. Find out more about the approach they took for one of their latest sales campaigns.
Jaguar as a brand is obviously an iconic brand
that has a great heritage.
Our intention is that Jaguar becomes a brand
for extraordinary people,
and our mission is really to make life extraordinary
with all our products.
The pandemic made us realize that there was a lot more
to the customer experience
than the physical retail experience at the dealership.
We understood that actually a lot of the shopping journey
starts at the sofa at home, on any mobile device.
Simply, every car purchase starts with a search.
We were tasked with a challenge
of reducing the user journey,
and making it more frictionless.
But I know user journey is sometimes really difficult
and maybe there's another idea,
a better solution,
an easier way,
an easier journey for the people.
We ended up with a solution
that perfectly suits this need,
using Google Lead Form Extensions.
We reduced the cost per lead by 84%
and our lead volume grew by about 482%.
Looking at the results, the lead volumes are amazing
but I think the best part was the quality of the leads.
We saw 620% increase in the conversion rate
using this approach with the Lead Form Extensions.
When I compare Google leads to leads from other sources,
what we observe is that we can deliver a better journey,
a better search experience to the customer.
We deliver leads that actually are in market for Jaguar.
So we've become a lot more efficient
and efficiency in that sense means
we're making the journey for the customer better.
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