Journey

Overview.

My task was to redesign an outdated landing page for a local Toyota dealership to match their current site and Toyota OEM aesthetic. I worked with a cross-functional team that included a Senior UX Researcher and an SEO Lead. My role for this project was to flesh out a design that incorporated a month’s worth of research findings so that we may use it as a template for our various automotive websites.

Task.

Our overall goal was to decrease the page bounce rates. We had noticed a significant drop in readers when our pages were 80% copy. While I was researching the best possible way to feature the content, I read this article (How Little Do Users Read?) by the Nielson Norman Group that states users only read about 20% of the words during an average visit.  I wanted to test this theory by breaking the content with visual assets.

We then tested my high-fidelity prototype with a controlled-group and revising the areas that were initially overlooked.

Result.

After 7 months from our initial relaunch, we had a 9% decrease in bounce rate and a 3% increase in average page visits.

You can view the live site here.