+51% test drive requests

User research and experimenta



Nissan Australia (with AKQA)


A/B Testing

UX design


+52% test drive requests

The challenge

  • Test drive request forms had an extremely high abandonment rate, particularly on mobile.
  • Limited visibility of test drive request CTA across the site meant that many prospects weren't exposed to the forms at all

What we did

Using an approach combining of user research, analytics and experimentation we sought to optimise the Kmail sign-up journey.

  • Undertook a landscape review to help us see what other car manufacturers generating sales leads
  • As part of a broader user research exercise, our partners at AKQA spoke extensively with car dealers and customers to help uncover rich insights to inform our approach.
  • These insights helped us to cut the required form fields from fourteen down to five.

The result

  • 52.31% increased form submissions
  • Significant incremental revenue from attributed sales

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