ŠKODA CRO Case Study | Resolution Digital

Create relevant experiences for audiences for a higher ROI.

On the heels of a successful Conversion Rate Optimisation (CRO) strategy, ŠKODA needed to personalise the customer journey due to the diverse range of customers reaching the website.

For us, this was a collaborative effort with PHD and the first symmetric messaging strategy for ŠKODA Australia. Drawing on PHD’s already hugely successful Dynamic Creative Optimisation (DCO) approach, we completed the link between the ad and the landing page, personalising the user experience.

The diversity of the audience being driven from the dynamic creative ads allowed us to align the landing page content to the customer’s purchase journey, interest and lifestyle, thus driving a significant uplift in conversion metrics.

Challenge.

Despite the success of our DCO approach for ŠKODA Australia in driving customers to the website, there was further opportunity to increase conversions through personalisation of the ad experience.

ŠKODA Australia caters to a wide variety of audiences, so content on the landing page needed to be relevant to specific customers.

Solution.

A combination of personalisation, A/B testing and heatmapping led to the successful outcome of this campaign.

Working with the dynamic creative and account management teams we identified three key ad audiences being driven to the website - SUV enthusiasts, Kodiaq enthusiasts and families.
Using the CRO platform Google Optimize we aligned the content on the landing page to better reflect the audience’s needs.
We ran A/B tests to validate uplifts and deployed the changes to the remainder of the campaign.
Throughout this process, we also actively reviewed heatmapping data to identify further opportunities to optimise content for both the core and identified audiences.

+136 %

Consolidated uplift for car configurations
+198 %

Configurations for SUV enthusiasts
+18 %

Configurations for families
77 %

Configurations for Kodiaq enthusiasts

Results.

Key conversion metrics were tracked through brochure downloads and car configurations.

There was a consolidated uplift of car configurations of +136%.

Brochure downloads increased by +30% for SUV enthusiasts, +58% for Kodiaq enthusiasts and +90% for families.

Further testing and heat-mapping insights also helped inform placement of key content for future campaigns.

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Conversion Rate Optimisation (CRO) Services

Dynamic Creative Optimisation

Symmetric Messaging

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